What it is

A health and wellness segmentation tool that can be integrated into your database and strategy

Driving more effective health outcomes through more targeted and impactful health engagement communications and programs

Questions we answer

  • How do my consumers differ in their attitudes to health?
  • Which segments take more accountability for their health?
  • What are the motivations and barriers influencing their decisions?
  • How can I drive a higher level of health engagement with them to achieve positive health outcomes and drive down healthcare costs


So what’s different about our approach?

  • We start with our Health and Wellness MONITOR research and a deep understanding of consumers
  • We built the LIVING Well segmentation on five key dimensions, not just demographics
    • Health behaviors
    • ƒƒHealth attitudes
    • ƒƒPerceived control over health
    • Future health orientation
    • Information seeking preferences
  • We append to your database via a simple name-and-address match to our national database of 260 million U.S. adults
  • We deliver insights linked to our broad consumer research and your own customer data to create health engagement frameworks that work for you


The LIVING Well segments – who is YOUR target?

Click each segment to view more.

What is your LIVING Well profile?

Take our short survey and find out!


How it works



Understand your business

We understand your current business issues and consumers and quickly determine the key areas of potential opportunity



Prioritize segments

We score your data with Kantar Futures segmentation, prioritize the most critical segments and deliver an in-depth assessment of their behaviors via the lens of their attitudes, lifestyles and behaviors



Organizational understanding

We bring the segments to life with profiles and workshops to help you understand how and why specific consumer groups respond the way they do to your product, service or program



Strategies and action plans

We make sure your segmentation solution doesn’t sit on the shelf, helping you create strategies and tactical action plans that will drive your future growth


How we’ve done it before

The application of Kantar Futures’ LIVING Well segmentation model to our market has been instrumental in providing us with a deeper insight and understanding of consumers and their needs and behaviors. The segmentation work conducted on our behalf by Kantar Futures has been a critical input in formulating our overall customer strategy, and unlike many other models, has been actionable, leading to tangible outcomes.
Director, Marketing Services, Premera Blue Cross