Health and wellness consumer data
Consumer health and wellness data, from wearables and apps, is valuable and highly sensitive. It can only be used subject to strict privacy requirements. This guide covers it responsibly.
A cautious starting point
Health-related consumer data can be special-category data, and even non-clinical wellness data is sensitive. Use is subject to consent and the GDPR, and aggregated or anonymised forms are the right default.
The data landscape
- Wearables: aggregated activity and physiological signals.
- Fitness and lifestyle: behaviour and habits.
- Consumer health: product and category demand.
- Market: wellness-market trends.
Privacy is decisive
Much of this data derives from individuals and may reveal health information, so consent, minimisation and aggregation are essential. Lawful use depends on getting this right.
Common use cases
Product and market research, population-wellness insight (aggregated), and consumer trends, almost always at aggregate level.
Sourcing considerations
Consent basis and provenance are central, and methodology and representativeness vary. Prefer aggregated and anonymised data and document the basis.
In a managed model
A managed partner can source aggregated wellness data with consent and provenance, defaulting to anonymised forms.
Sensitive, even when non-clinical
Wellness data from wearables and apps can reveal health information, so even non-clinical signals are sensitive: consent and the GDPR govern use, and aggregated or anonymised forms are the right default. Much of it derives from individuals, so minimisation and aggregation are essential to lawful use.
Methodology and provenance
Methodology and representativeness vary across panels and devices, so understand how a signal is built before relying on it. Document the consent basis and provenance, and prefer aggregated data for product, market and population-wellness analysis.
- Health-related consumer data is sensitive, sometimes special-category.
- Use is subject to consent and the GDPR; default to aggregated forms.
- Much derives from individuals and may reveal health information.
- Document consent basis and provenance.
Sources & further reading
- EUR-Lex: Regulation (EU) 2016/679 (GDPR), special categories.
- EDPB: guidance on health and wearable data.
- Eurostat: health statistics.
- Industry wellness-market research.
We source aggregated wellness data with consent and provenance. Get a no-obligation quote.