Just what on earth is numerology?

An otherwise entirely rational person might confess to having a lucky number or two, but why do some people base important decisions on the right numbers?
Most of us see maths as a science, but to some, numbers have hidden meanings that can be used to make decisions in matters as serious as recruiting staff.
When Samantha Roddick, the daughter of Bodyshop founder Anita Roddick, launched her business, she crunched numbers with her bank manager, her accountant - and her numerologist.
The numerologist Samantha Roddick consulted is Sonia Ducie. She claims companies big and small contact her for help with product launches, rebranding and recruitment decisions.
"Somebody came to me last week for a new company name," Ducie says. "The product it was selling was something fun, so we had to look at the number three. It was also something very practical, so you've got the number four.
"And then we looked at the launch date, because you might have the best product but the timing is out," she says.
"So for example, take the date 26 May 2008. You look at the day number - two and a six is an eight - and eight is good for business. Then you add up the whole date, and get 41. Four plus one is five. Five is good for sales, PR and marketing."