The average consumer doesn't exist.
If we learned about people's habits, attitudes and behaviors in completely different categories, we felt that, in theory, we could start to predict how people would behave in our own categories.
Like any relationship, people were wary of revealing themselves.
All the findings reinforced the value of relationship marketing. The more we knew about a consumer, the better the response would be.
Households with children may use their washing machines every day, ergo they will be big users of detergent and fabric conditioners. And it's not a huge mental leap to say they also eat a lot of food. If they've got babies, they're going to be using a lot of diapers. And the kids are probably going to eat a lot of confectionary, and they'll be using a lot of soap and shampoo.