Five-a-side dad
Job: Skilled manual worker such as a mechanic, or a pub manager
Salary: 20,000 a year
Typical age: 30-40
Where they live: Owns a house in Glasgow's south side
Where they shop: Asda for groceries and Top Man for clothing
Leisure: Football and social drinking
Voting history: Floating voter. Backed the SNP in 2007, but may have voted Labour during the Tony Blair years.
Key political issues: Soaring petrol prices, NHS funding for services like dentistry and high crime levels.
Children: Two
Car: Nissan Almera