YouGov’s new profiles are a revelation. Type in any brand, person or thing and you get a detailed description of what a person who reads, watches or eats your chosen item is like.
Who likes margarita pizza? Left-wing Yorkshire women in their late 20s. Marks and Spencer’s gummy favourites Percy Pigs? Wealthy left-wing Londoners who love toffee apples. Miranda Hart? Scatty, crumble-lovers from the south coast.
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