Abstract: A database analysis system comprising a store for storing databases, a user input and a user output, and a processor. The store includes a first database having a plurality of records of prospective customers each record having predictor variables such as information about the prospective customer including contact details and customer characteristics, the predictor variables being discretely identifiable in separate fields, each variable being categorized into two or more categories, such as household income level, the store also includes a second database of responders comprising a plurality of records of predictor variables of selected customers such as actual respondents to an earlier survey. The processor is adapted to compare the predictor variables for each of the records in the first and second database and to generate an output to the user output to enable the user to view the comparative result, such as in the form of a profile report.