What does the quintessential Shepherd Neame drinker like?

Roquefort quiche and Black Sabbath as it turns out, at least according to a new audience data tool by market research company YouGov.

The company says the Profiles tool highlights "the quintessential, rather than the average" member of a particular group, and the findings, which should probably be taken with a pinch of salt, may surprise you.

Shepherd Neame

The venerable brewer's fan is a Guardian-reading 60-year-old man, fond of munching Rocquefort quiche while listening to Black Sabbath.

Most likely to say: "I like to look out for where my products are made or grown"

He buys his quiche from Waitrose (where else?) and has between £125 and £500 to spend each month on his favourite pastimes, which include DIY and rugby union.

He works in IT or engineering but, when he wants to relax, classic war films are Shepherd Neame man's entertainment of choice, his favourites being 633 Squadron and Ice Cold in Alex.

As well as the Guardian, he gets his news from the BBC and frequents the anti-Britain First Facebook page Exposing Britain First.

Easy going and paternal, Shepherd Neame man tends to procrastinate and can also be uncommunicative.

He wears Timberland shoes and drives a Mazda. Oddly, Shepherd Neame man's favourite beer is London Pride.

Most likely to say: "I like to look out for where my products are made or grown"

Canterbury

One of the few places in Kent represented on the site, Canterbury is a 25 to 39-year-old woman, who describes herself as 'wacky'. Yes, wacky.

Most likely to say: "I would not be able to manage without the internet"

She can be hesitant and accident prone, but is interested in religion and spirituality, while her politics swing to the right.

Fairly affluent, Cantebury woman works in education and has between £500 and £1,000 a month in disposable income, a large chunk of which no doubt goes towards servicing her Mercedes.

Despite the fancy car, she has simple tastes when it comes to food, preferring baked beans on toast.

She gets her news from the Independent, and relaxes by watching tennis, listening to Derek and the Dominoes, or watching Disney's Mulan.

Chapel Down

Chapel Down man is an affluent gent in his 40s or 50s with a disposable income of more than £1,000 a month.

Most likely to say: "I don't mind paying extra for top quality products"

He buys his clothes in John Lewis, drives a Honda and enjoys wine tasting.

When he's found a suitable bottle, he'll pair it with a French cassolet, followed by a nice plate of Stinking Bishop cheese.

Most likely to work in research and development or the law, he stays informed by reading the Telegraph and regional newspapers, although his politics are slightly left of centre.

He enjoys Captain Beefheart and his favourite film is The French Lieutenant's Woman.

Chapel Down man likes to travel, with both Heathrow and Gatwick listed as favoured brands. He likes to read Conde Nast Traveller.

P&O

The ferry company's quintessential customer is a man in his 60s, fond of hiking, skiing and Bette Midler.

Most likely to say: "I often notice adverts in bus stops"

Like Chapel Down man, he has a high disposable income of more than £1,000 a month, and enjoys a Gordon's gin and tonic, which he is likely to buy from Waitrose.

Asian food is top of P&O man's menu, and he has a particular fondness for Thai sticky rice and pork.

With a background in engineering, P&O man says he is left wing but he gets his news from the Daily Mail.

He says he can be abrupt and tactless, but he has a softer side - his favourite film is Evita.

Mark Reckless

Not a brand as such, but people who like Mark Reckless are affluent males in their 60s who are, unsurprisingly, interested in politics.

Most likely to say: "Ukip are just saying what ordinary people are thinking"

Mark Reckless man has a background in engineering or defence and despite his high disposable income - more than £1,000 a month - he still likes a bargain, preferring to get his groceries from Lidl and his clothes from Debenhams.

In his shopping basket you'll find German ice cream, Dutch apple tart and cream of mushroom soup, while his favourite takeaway is a lamb handi.

Shopping at Lidl gives him the spare cash to fuel and repair his Jaguar, and at home he likes nothing better than a spot of DIY.

Both Ukip and Britain First's websites are in his top five online destinations, and he gets his news from the Daily Mail and regional news services.

He describes himself as inventive and intolerant.