Research type: 

Desk research

Region: 

National

Year of report: 

2008

Summary of findings: 

A review of research found a number of factors that characterised Routine and Manual workers.

They learn by modelling rather than strategically or by theory or by abstract encouragement to try or adopt new ideas or behaviours.

 

  • They are fatalist.
  • They have traditional values.
  • They have limited or bounded aspirations.

 

 

Some broad conclusions about how to apply this insight follow:

 

  • The power of brands and of mass media can be harnessed. Brands  are positive, enjoyable, easy and refreshingly unchallenging parts of this audience’s lives.
  • Communication content  needs to be more working and less middle class.
  • Do nothing to encourage judgement. Rather, encourage social proof within  this subculture.

 

Research objectives: 

To provide holistic insights into this audience.

Background: 

The DH is considering moving more towards a holistic approach to communications. Therefore, insight masterclasses were commissioned in 2008/9. 

Routine and Manual workers are at risk of ill health in a number of key areas which  are reflected by current PSAs. This masterclass brought together insights from a range of DH and other research, to provide holistic insights about messages and targeting.

 

Quick summary: 

Routine and Manual workers are at risk of ill health in a number of key areas which  are reflected by current PSAs.

This masterclass brought together insights from a range of DH and other research, to provide holistic insights about messages and targeting.

 

Audience Summary

Gender: 

Male
Female

Ethnicity: 

Cross section

Age: 

16-64

Social Class: 

Cross section

Methodology

Data collection methodology: 

Other

Other data collection methodology: 

Desk - rapid review

Detailed region: 

England

Contact Name: 

Christine Roberts

Email: 

christine.roberts@dh.gsi.gov.uk

Role: 

Insight Manager

Agree to publish: 

Private

COI Number: 

285110 - part 2

Report format: 

PowerPoint