LONDON -- The Internet has been going mad for YouGov's new profiler tool.
The research firm's new app allows people to search for a person, brand or thing and see what its surveys have discovered about it.
The tool has been used to discover the habits of sports fans, newspaper readers and music buffs.
We've already learnt a host of random things. Sun readers eat pork chops and chips, Guardian readers dine on braised endive, while Jeremy Paxman's fans prefer roast pigeon. Taylor Swift fans are likely to sympathise with the views of UKIP voters while Arsenal supporters love Piers Morgan. The list goes on.
But can the tool answer some pressing questions about the general public in the UK? For example:
Who actually votes UKIP?
Blokes over 60 years old in flat caps, apparently, that shop at Aldi and wear Matalan clothes.
Who is buying Gareth Malone's All Star Choir single?
It turns out that this week's Number One is seeing sales driven by 60+ women from the west country, with 18-year-old girls from East Anglia supporting Ed Sheeran in the 2nd spot.
What kind of person is watching I'm A Celebrity Get Me Out Of Here?
If you're wondering who's tuning in to see ex-footballers and Hugh Heffner's ex-girlfriend in the jungle, it's darts-playing, fajita-eating fish owners based in the north west of England.
What's the difference between an iPhone and an Android user?
Well, Apple fans are control-freaky media and publishing types who put a premium on price while Android aficionados are withdrawn and needy and don't like being told what to do, apparently.
The app doesn't show a "typical" fan or customer; instead it shows what is particularly true about a group. "If something is only true of 1% of the overall population, but is true of 6% of our target group, it might score very highly (and shows you something interesting and true about that group). But it doesn't mean that it is true of all of them," the site explains.
Some of the results are based on smallish sample pools, but it doesn't make them any less fun. Have a go yourself over on their site.