Poster companies recently funded a study by Birkbeck College that used a special headset which observed the dilation of the subject's pupils to calculate what attracted their eyes in the street, including, of course, advertising hoardings and brand names.Not content with knowing what we look at when we are out and about, the same study questioned 10,000 people about their travel patterns, so advertisers could catch them when not in front of the television.When you are in your home they know who you are and who you are with. Programme makers and advertisers were told at the weekend at The Television Show conference in London that the image of the nuclear family sitting together in front of the television is rapidly going out of date. Only 35 per cent of viewing now takes place with another person, because of the rise in multi-television homes. The study of viewing, by the research company RSMB/DGA, could even tell that young families and retired people were the ones watching on their own the most.
It found that the fastest- growing market for sales of television sets is for children's bedrooms. And they can pinpoint what kind of family, whether single-parent or with young or old children, is likely to be doing the buying.We are the ones adding to the biggest jump in the marketing industry's knowledge of us. In the past two years we have filled in application forms for 20 million loyalty cards issued by supermarkets. The applications give only name, address and age but the supermarkets can build up a much fuller picture of us very quickly.They pass on information to massive data banks about what we buy, when we buy it and where we live.
"The loyalty cards are more about getting data than just giving loyalty points," Sean Brierley, deputy editor of the business magazine Marketing Week, said.The idea is that big consumers of, for example, pet food can be targeted specifically through the post with special offers or free samples.But this is just the beginning. Last month Sainsbury launched its own credit card and Tesco will soon follow. Chains of retailers such as Dixons and Shell are linking together in card schemes that will amass detailed information about our lives. Once we start using the credit cards issued by supermarkets they will know our income, our credit rating and, crucially, when we are not shopping with them."The potential is huge," said Mr Brierley. "They can identify people who regularly buy nappies and send them special offers for other baby products. Or they make the connection that you won't be going to the movies much with a young baby, so through the post comes an offer on videos."At their most sophisticated, the supermarkets can cross-match all sorts of consumer preferences to encourage you to take up new ones: for example, they find that people who buy olives and feta cheese usually buy Californian wine. If you've been buying the olives and cheese but not the wine they send you an offer on Californian wine, because they think you should like it and you should be buying it."Behavioural research and tracking by big businesses far outstrips the funding for academic social studies research.
And the use it is put to is moving us away from a mass of anonymous consumers to small, tightly defined groups whose tastes and choices can be minutely described, predicted and, most important of all, influenced.. The Co-op will reintroduce its famous "Divi" in Scotland today as the supermarket loyalty battle hots up. The Divi - short for dividend - is worth 5p for every pounds 1 spent on Co- op brands and could be worth pounds 6m to customers over the next 12 months. A swipe card Divi was launched last May in Northern Ireland where pounds 640,000 has been handed out so far. If Scotland is a success the scheme is expected to be extended to selected Co-op regions in England.It is seen a competitor to supermarket loyalty cards and every pounds 100 spent earns pounds 5 and raises money for local causes. This compares to a value of pounds 1 per pounds 100 spent offered by Sainsbury's, Tesco and Safeway, says the Co-op.Iain McLeod, the Co-op's head of marketing, said: "For some time we have wanted to reintroduce the Divi, for which we are famous. Thanks to the technology now available, we were able to do that last year in all our stores in Northern Ireland with spectacular results."Rather than opting for the incentive schemes run by our competitors, we are offering cash to our customers and help for good causes."The Divi was first introduced in 1844 as a payment made from a Co-op society's profits to members which was related to goods bought. It died out in the 1960s and 1970s because of high administrative costs.As part of today's move, dividend cards have been mailed to 90,000 Co- op members and are available to customers at all 155 Co-op food stores in Scotland.Every receipt will show the cash dividend earned and this will be paid twice yearly - in July and December.
Customers will be sent vouchers which can be used in Co-op stores or exchanged for cash.. A gifted saxophonist whose ability to control her breath helped her survive the Marchioness disaster will describe to the High Court in London today how her career with top rock bands was wrecked when she was plunged into the Thames. Jo Wells, 38, spent at least three minutes under water after the pleasure cruiser's collision with a gravel barge, the Bowbelle. She thought she was about to die, but surfaced suddenly and emerged from the river with only minor physical injuries. But Ms Wells has endured seven years of trauma since the night when the Marchioness went down with the loss of 51 lives.The river boat had been hired for a private party, and Ms Wells was on board as a guest of Karen Jarvis, 28, her cousin, who was to die in the disaster.Ms Wells has suffered flashbacks, severe anxiety and she is unable to concentrate.
