Britain Launches Nationwide Health Behavioural Model

15 July 2008

LONDON: A 'life stage segmentation model' that claims to provide a 360-degree picture of the UK population, classifying individual behaviour across health issues – among them obesity, drug and alcohol misuse, and smoking – has been constructed by the nation's Department of Health.

Under its Health Insight scheme, the DoH also plans to set up a 'one-stop market research shop' where it will meld a huge variety of information within a single database.

The age groups for analysis in the cradle-to-grave concept run from childhood, ‘discovery teens', ‘younger settlers', ‘younger jugglers', to ‘alone again', and ‘active retirement'. Attitudes towards health issues are also included.

The project has been developed by a team which includes the DoH's public health, social marketing, mental health policy, and communications units, along with representatives from the National Social Marketing Centre – a strategic partnership between the Department of Health and the National Consumer Council.

Public health minister, Dawn Primarolo spouted the usual platitudes beloved of politicians: "Social marketing puts people at the heart of policy-making and is vital to improving public health," she intoned.

"This framework illustrates our long-term commitment to a new way of working, and will help the commercial, public and third sectors to deliver health-related behavioural interventions."

A practised politico, Primolo wisely made no reference to the the problems that traditionally bedevil large-scale government computer projects ...

... Will it come in on time? Will it come in on budget? How secure is the personal data?

Data sourced from; additional content by WARC staff