We report systematic changes in thermopower, T-c, Raman modes and magnetic
irreversibility Hi,, as a function of carrier hole concentration p in Bi-22
23. We have established that Raman spectroscopy can provide an indicator of
doping level: the 630cm(-1) mode is found to soften with increasing p. A d
eparture of the thermopower from the universal thermopower-doping relations
hip displayed by other HTS compounds is explained by a non-uniform charge d
istribution over the three CuO2 planes. Scaling of H-irr shows the optimal
hole concentration for maximum J(c) lies beyond currently achieved levels.