Adding the question in my next post

Palmer: introduction to Mameting, Third edition and details that make up the personality of the family. For example. it transpired that the Joneses had a keener titan average eye on value for money. Although information on them from the tour database companies correctty suggested that they enjoy luxuries like good food and foreign holidays. it didn't say anything about the real life factors that inuence their purchasing decisions. The most noticeable of these was that although they like good food, Mrs Jones mixed her shopping between the supermarket and a local discount store which sells cutprice brands. This means that she only boug'lt at Tesco or Sainsbury's what she could not get cheaper elsewhere. She showed the researcher a can of branded plum tomatoes which she got for 10p at the discount store as an example. explaining that it would have cost 26p in the supermarket. Mrs Jones prided herself on being able to hunt down bargains like this and occasionally rewarded herself by buying "something luxurious\". such as smoked salmon from Marks 3. Spencer. The freezer had an important role to play as it allowed Mrs Jones to buy things she sees on special offer even it she doesn't need them immediately. Mrs Jones's eye for an offer made her a keen scrutiniser of direct mail. She checked mailings for 'catches' in the small print and for any special offers. She collected mailers worth chasing up on a clip on the fridge deer. along with vouchers collected from magazines. Mrs Jones's nancial nous means that she managed the family's money. Not surprisingly. these details did not come out in database information. Of the commercial databases, CACI's People UK and Liiecycle UK databases seemed to be most at variance with the reality of the Jones' life. They got their ages wrong. incorrectly surmized that they took business ights and incorrectly attributed Mr Jones with being computer literate. Nobody in the household read the FT or the Independent as predicted - they read the Daily Mail instead. Some of the other points made by CACI were right. but were felt to be verv generalized and could acclv to anvbodv