The last in the series
It's Not Easy Being a Dolphin Are you an Aspirer,
Reformer, Succeeder or Mainstreamer? Could this explain why you fly British Airways, read the Guardian, use the Halifax or prefer Legal and General insurance? Or perhaps you are an Individualist, which might explain why you drink Guinness?
Lifestyle analysis is just one of the new weapons in the adman's arsenal - which includes methods as diverse as psychodrawing - or even psychodrama.
Q.E.D. meets one member from the four lifestyle groups, and looks at the research techniques
Guinness used to design their latest campaign.
Producer TERESA HUNT
Series editor DAVID FILKIN
*CEEFAX SUBTITLES