Mushy01 is spot re the profile being important.
A profile which has you around 50, married with children, with degree level education (you not the kids), in full time employment, in a higher managerial role, which pays well, and living in the UK, will probably attract a lot of attention from the survey types.
I've heard that describes you to a t Anthonyc44. If you catch my drift.
Fekdrink.