Thursday, 20 November 2014

Who's your favourite James Bond?

You know how it is: you're at a dinner party, having a perfectly good time, and conversation suddenly turns to the eternal, dreaded question, usually posed by the most insufferable twit in the room: "Go on then - who's YOUR favourite James Bond?" You panic. You don't know. You've never given it that much thought, because really, does it matter? But it does matter. The rest of the evening could hinge on this one answer.

Fortunately The Incredible Suit, in conjunction with market research firm YouGov*, is here to help. YouGov recently launched "segmentation and media planning tool" YouGov Profiles, an app designed to reveal the "quintessential" (as opposed to "typical") fan or customer of almost any brand, person or thing. Naturally my first reaction was to investigate fans of The Incredible Suit, but for some reason there aren't any. My second reaction, therefore, was to have a look at the quintessential profiles of fans of all the actors to play James Bond. Yeah, it was kind of a slow day.

So in order to find out who YOUR favourite James Bond is, simply identify yourself from the following six profiles, and then you'll be armed with all the knowledge you need to survive the next excruciatingly awful dinner party. And remember: all of the following data - including the remarkable illustrations - are the work of YouGov. I am completely blameless.

Note: George Lazenby, who played Bond just once, is apparently so unpopular that he doesn't feature in YouGov's database. I was therefore forced to replace him with the closest search result, who was BBC News presenter George Alagiah. I don't think it makes much difference to the outcome.

Age: 40-59
Favourite dishes: Bread pudding, deep fried mushrooms, Bombay potatoes
Customer of: Macleans toothpaste, Olay, Black & Decker
Favourite musical artists: Rod Stewart, U2, Phil Collins
Top Twitter follow: @denise_vanouten
Favourite magazine: PC Pro

Age: 60+
Favourite dish: Apricot strudel
Enjoys: Going to museums and galleries
Customer of: BBC News, BBC Two, BBC Four
Favourite celebrities: Huw Edwards, Fiona Bruce, Dermot Murnaghan
Top website visited:

Age: 60+
Most likely to say: "UKIP are just saying what ordinary British people are thinking"
Customer of: Wall's sausages, Ginsters, Matteson's
Favourite musical artists: Bing Crosby, Liza Minelli, Bette Midler
Top Facebook page: Jeremy Clarkson Is Not A Racist
Favourite newspaper: Daily Mail

Age: 25-39
Favourite dishes: Blueberry pie, lemon pie, Welsh potato cakes
Describes themselves as: Knowledgeable, but occasionally miserable
Customer of: I Can't Believe It's Not Butter, Flora ProActiv
Favourite TV shows: Wonder Woman, Seaside Rescue, Greatest Cities Of The World With Griff Rhys Jones
Top websites visited include:

Age: 40-59
Politics: Slightly left of centre
Customer of: Wall's ice cream, Ben & Jerry's, Fabulous Bakin' Boys
Favourite movies: Where Eagles Dare, Cleopatra, Shark Tale
Top Twitter follows include: @rupertmurdoch, @dropbox
Favourite magazine: Take A Break

Age: 40-59
Hobbies and activities: Painting, travelling, going on day trips
Most likely to say: "Fresh food is better than frozen"
Favourite movies: Casino Royale, Quantum Of Solace, Skyfall, Cowboys & Aliens
Favourite TV shows: Trumpton, Rainbow
Top Facebook pages: Daniel Craig, James Bond 007, James Bond

Didn't find yourself among those six profiles? Then you're clearly not a James Bond fan at all, get the fuck out of my dinner party this instant.

Other observations: 
  • Sean Connery fans watch TV for over fifty hours a week.
  • George Alagiah fans are the most current affairs-minded of all Bond fans: their top five TV shows watched recently are all BBC News programmes.
  • Roger Moore fans are all, essentially, Alan Partridge.
  • Timothy Dalton fans are the most right-wing of all Bond fans.
  • Pierce Brosnan fans need to lay off the snacks.
  • Daniel Craig fans are the wealthiest, with between £125 and £499 disposable income per month compared to all other Bond fans' measly £125 or less.

* YouGov have absolutely no idea that I'm abusing their precious data like this and would staunchly refute the phrase "in conjuction with" in this context.

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