This week polling body YouGov released its Profiler app, which supposedly shines a light on what makes the nation tick. But just how accurate is it? ALEX REGAN tested its predictions of the preferences of Oxfordshire folk by talking to some real people

DO YOU know the favourite movie of a typical Oxford United fan? Have you ever wondered what sport Inspector Morse fans most enjoy?

One polling website has tried to do just that.

Market research firm YouGov created a storm in national newspapers this week with the launch of their new web app, Profiler.

Using information from 190,000 members polled by the company, YouGov can tell you the political views, disposable incomes and likes or dislikes of Strictly Come Dancing viewers, Oxford United supporters, and even Oxford residents.

The website has also profiled typical people who live in Oxford.

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The profiler suggested the average Oxford Mail reader has a preference for birds, below, and Christian Bale, above

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According to Profiler, the average Oxford resident is 18 and 24 years old, works in education, enjoys the music of George Michael and loves to write in their spare time.

But is the YouGov Profiler accurate?

Jeremy MacClancy, Professor of Anthropology at Oxford Brookes University, said conventional polling techniques YouGov uses cannot give a true view of a typical consumer.

The 61-year-old academic believes the leading questions and set answers used by polling companies mean it does not offer individuals the opportunity to express their real views.

He said: “That is extremely difficult to get away from if you are crunching big data because answers can’t be open.

“The consumer data used by loyalty card companies like Nectar is impressive.

“They record the places people shop and don’t guide them to a specific location.

“As a result they create profiles of consumers that no one had ever thought of.”

The Oxford Mail asked 55-year-old Rose Swanton, from Headington, to compare her life with that of a typical Oxonian according to YouGov.

Unlike Profiler’s typical Oxford resident, Mrs Swanton is a care worker, enjoys playing darts and loves the music of Westlife.

YouGov also profiled the average Oxford Mail reader.

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Prof Jeremy MacClancey

According to YouGov they are a woman between the ages of 25 and 39 who is most likely to work in architecture and interior design and loves the music of American rock band Toto.

Avid Oxford Mail reader Heather Morris, a 65-year-old former administrator, also seems out of step with Profiler’s findings.

YouGov says the typical reader enjoys Frikadeller (minced meat dumplings) for dinner, but Mrs Morris loves nothing more than a slow-cooked shoulder of pork.

Profiler claims readers’ favourite celebrity is Christian Bale, whereas Mrs Morris’s preference is comedian and documentary presenter Michael Palin.

Quintessential Oxford Mail readers supposedly keep pet birds; Mrs Morris keeps outdoor fish.

“I think some people might have been pulling your leg,” said Mrs Morris after hearing the YouGov Profiler results.

“Most people who read the Mail are of an older generation, like me.”

Prof MacClancy believed Profiler has clear benefits: “I think it is good, as it makes people realise how we can profile specific programme watchers. From what I have understood it is more an entertainment tool.”

Ben Tobin, communications officer at YouGov, says Profiler is not to be taken too seriously.

He said: “We wouldn’t call the polls an accurate sample group unless we polled more than 1,000 people.”

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OXFORD UNITED FAN: Keith Alder

REAL PROFILE

  • Age: 70
  • Favourite meal: Roast beef
  • Favourite sport: Football
  • Favourite film: Saving Private Ryan
  • Favourite music artist: Cliff Richard

YOUGOV PROFILE

  • Age and gender: Male 25-39
  • Favourite meal: Faggots
  • Favourite sport: Football
  • Favourite film: Mrs Doubtfire
  • Favourite music: Black Sabbath

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INSPECTOR MORSE FAN: Marianne Colyer

REAL PROFILE

  • Age: 70
  • Favourite food: Chinese
  • Favourite sport: Tennis
  • Favourite film: Sleepless in Seattle
  • Favourite music artist: Frank Sinatra

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YOUGOV PROFILE

  • Age and gender: 60-plus
  • Favourite food: Cranachan (Scottish cream, raspberry and whisky-based dessert)
  • Favourite sport: Superbike racing
  • Favourite film: Italian Job
  • Favourite music artist: Karen Carpenter

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PEOPLE WHO LIVE IN OXFORD: ROSE SWANTON

REAL PROFILE

  • Age: 55
  • Favourite meal: Steak
  • Favourite sport: Football
  • Favourite film: Dirty Dancing
  • Favourite music artist: Westlife

YOUGOV PROFILE

  • Age: 25-39
  • Favourite meal: Bourek (minced meat dish from the Ottoman Empire)
  • Favourite sport: Tennis
  • Favourite film: Pride and Prejudice
  • Favourite music artist: George Michael

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PEOPLE WHO LIVE IN OXFORDSHIRE: Chris Brown

REAL PROFILE

  • Age: 45
  • Lives in: Bicester
  • Favourite food: Indian
  • Favourite sport: Taekwondo
  • Favourite film: The Seventh Samurai
  • Favourite music artist: Bjork or London Grammar

YOUGOV PROFILE

  • Age: 25-39
  • Favourite food: Pavlova
  • Favourite sport: Tennis
  • Favourite film: Goodbye Mr Chips
  • Favourite music artist: Jools Holland

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PEOPLE WHO READ THE OXFORD MAIL: Heather Morris

REAL PROFILE

  • Age: 64
  • Favourite food: Slow cooked shoulder of pork
  • Pets: Fish
  • Favourite hobby: Gardening
  • Favourite music artist: Alexander O’Neal
  • Favourite celebrity: Michael Palin

YOUGOV PROFILE

  • Age and gender: Female between 18-24
  • Favourite food: Frikadeller (meat balls)
  • Pets: Bird
  • Favourite hobby: Playing an instrument
  • Favourite music artist: Toto
  • Favourite celebrity: Christian Bale

THE PROFILER

THE YouGov ‘Profiler’ provides information on 120,000 different subjects, collected from 190,000 people who have answered polls on the YouGov website.

The app tries to identify what is ‘particularly true’ of a group of people, by comparing their answers to a ‘typical’ group of people. For example, fans of TV period drama Downton Abbey are more likely to enjoy gardening and own a dog.

YouGov admits not all profiles are a true indication of the likes and dislikes of groups. The higher the numbers polled the more likely answers are to be true.

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