Respect to whoever the guys are who have actually managed to find paid positions for doing nothing more than coming up with this sort of total bullcrap. It's like the guy on Countryfile(?) whose claimed job is to wander around the countryside and take occasional water temperature readings, and write them down. How the fsck do you find a job like that?

Can see how the RLF agreed the Stobart deal now

What it appears to be is they've taken the information YouGov members put on their profiles and compiled it into a database.
But most people don't fill in their profiles properly and stating your "interests" on it doesn't measure how much you actually care about that thing.
It's debateable whether people even fill in the surveys accurately never mind their own profiles.

Look who was on telly today... www.bbc.co.uk/iplayer/episode/b0 ... s-18112014

Look who was on telly today... www.bbc.co.uk/iplayer/episode/b0 ... s-18112014

How is it a backfire?
EDIT: Seriously...how is this a backfire? Are you saying I posted the link to this with the intention of somehow putting RL down? Are you off your rocker?
I posted it with my tongue firmly in my cheek......the flat cap on the "profile" was a bit of a give-away......or was it too subtle for you?

And yes, companies invest millions in campaigns after engaging yougov to deliver results......and that includes mosaic overlaying of databases against the stuff held by yougov...including the data they used to make this profiling tool. You are so typical of the anarchic RL fan that helps deliver profiles like these...if you don't understand something you point and laugh at it