Is bigger always better or do you subscribe to the good things come in small packages mantra?
When it comes to boob size it seems we are never quite satisfied with what we’ve got.
I’ve often admired the ample cleavage of Kelly Brook only to be jealous of these flat chested model types who can get away without wearing a bra.
But whether you’re desperately trying to strap your ample bosom down or stuffing your bra with tissue paper your cup size could have a lot more to do with where you live than you think.
According to research carried out by Debenhams, Scottish lasses are on average a 34DD - a whole two cup sizes bigger than us 34C English neighbours.
Welsh women came out with the smallest average cup size at 34B, while Irish ladies measured in at 34C.
And the research reveals that northern English women are more likely to have bigger boobs - with the average northern woman wearing a D cup.
But it’s the Wigan women who are top of the shops when it comes to bra size with the average cup size a 36F.
Down south, Portsmouth was the lowest average bra size with an average 34A.
When it comes to buying a bra it’s right up there with the annoyance of finding that perfect fitting pair of jeans.
It can take days, in fact years to discover the perfect fitting bra that gives you the support you need and a flattering look.
If it fits on the cups you’ve got straps cutting into your shoulders.
Then there’s the dreaded four boob situation where the cup doesn’t quite fit and cuts your boobs in half to create double the trouble.
Or you’ve got a rogue wire impaling you in your chest - it’s a minefield.
I’m sure men don’t have this problem when picking a pair of pants.
Which probably explains why most of us - including me - have been putting off getting measured.
In fact only 21 per cent of women have been fitted for a bra in the last two years and 37 per cent of women have never had a bra fit.
Which probably explains why 63 per cent of us are wearing the wrong size bra.
Debenhams conducted the poll in a year-long survey to launch its Bra Fit campaign encouraging women to get measured correctly.
I’ve had numerous bra fittings in my day but it never seems to go well.
There’s just something a bit strange about whipping your top off for a stranger while they get their tape measure out.