Are you an Aspirer, Reformer, Succeeder or Mainstreamer? Could this explain why you fly British Airways, read the Guardian, use the Halifax or prefer Legal and General insurance? Or perhaps you are an Individualist, which might explain why you drink Guinness? Lifestyle analysis is just one of the new weapons in the adman's arsenal - which includes methods as diverse as psychod rawing - or even psychodrama. Q.E.D. meets one member from the four lifestyle groups, and looks at the research techniques Guinness used to design their latest campaign.