Why might the government spend £60,000 buying a database of “lifestyle variables”?
The directory breaks down all 1.9 million UK postcodes, using more than 125 demographic statistics within England, Scotland, Wales and Northern Ireland.
The core data consists of information about age, marital status, salary, children and home ownership. But also listed are details of private pension plans, charity donations, political membership, illnesses and hobbies.
It is noted who is vegetarian, who has central heating or a conservatory and which newspapers are read.
The Daily Express thinks it knows but I think the rest of us can guess!