School gate mum
Job: Senior shop worker or skilled office worker
Salary: 18,000-20,000 a year
Typical age: 30-40
Where they live: Owns a house in Baberton, Edinburgh
Where they shop: Asda for groceries. Next for clothing
Leisure: Cinema with children. Swimming once a week
Voting history: Voted SNP in 2007, but usually either votes Labour or Lib Dem. Sometimes does not vote
Key political issues: Funding for education and childcare. NHS waiting lists. Access to NHS dentistry
Children: Two
Car: Peugeot 107