Equifax has developed a database, Dimensions 2000, to combat problems expected when the electorate is able to withdraw their personal details from use by marketers. From October 2001 people will be able to opt out on the electoral roll form.
Equifax has invested between pounds 3.5m and pounds 4.5m in the database, in co-operation with other organisations that wish to stay anonymous. Product manager Stuart Dagg feels the lifestyle characteristics used are unique because they are based on customer satisfaction surveys rather than questionnaires sent for market research purposes.
Access will cost from around pounds 500,000 for all the data to pounds 2,500 for around 2000 names.
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