Anyone in the UK who uses the internet can join up to Mi-info just by completing a detailed questionnaire which profiles lifestyle and interests. The initial questionnaire takes a bit of time to complete – basically Mi-info asks you to give as much information as possible about how you live, what your interests are, things you like to buy – and would like to buy – and generally how you spend your time. Mi-info asks for a complete personal profile and in turn guarantees complete anonymity. You get rewards points just for signing up and completing the profile, and as you go on to collect more points, you will be able to exchange them for high street shopping vouchers, to spend when and where you like.
By completing the profile, your details become part of a database. The other side of the operation is Mi-sales, which will bring in the advertisements for you to view to earn points. The point of the detailed profile is that advertisers can be really selective about their audience criteria and just choose those profiles that fit with their ideal purchaser profile. They will pick you out by profile – but they will never know who or where you are.
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