Healthy Weight, Healthy Lives: Market Segmentation and Mapping
The 'Healthy Weight Healthy Lives: Consumer Insight Summary', published in November 2008, describes market research into families' attitudes and behaviours relating to diet and physical activity and looks at how families can be grouped into six clusters. This work was commissioned in order to inform the development of the national Change4Life campaign.
Follow-on work was subsequently undertaken to produce a more detailed geographical mapping of the identified clusters. This briefing note aims to summarise the geodemographic segmentation approach and give guidance on the appropriate use of the cluster postcode directories and maps.
HWHL Market Segmentation
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