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
Methodology
- Data collection methodology
- Other
- Other data collection methodology
-
Desk - rapid review
- Detailed region
-
England
Contact Name
Role
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