All the findings reinforced the value of relationship marketing. The more we knew about a consumer, the better the response would be.

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Like any relationship, people were wary of revealing themselves.

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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.

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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.

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