By using data from financial transactions, loyalty cards, social media and wearable devices, we can better understand the links between health and wellbeing, behaviours, circumstances and places. This data can help us to:  

• improve nutrition and physical activity  
• address mental health issues  
• promote longer, healthier lives  
• reduce health inequalities  

Opportunities  

Pharmacy loyalty card data could enable early diagnosis of ovarian cancer 

The Cancer Loyalty Card Study (CLOCS) uses purchase information from a high street retailer’s loyalty card scheme, combined with a survey,  to understand how such data might reduce delays in ovarian cancer diagnosis.  

Smart data from home sensors could support health and wellbeing of vulnerable  

Household devices and sensors collecting data on parameters like temperature, energy use, and activity could be harnessed to support at-home care for those who want or need it. 

Discover more about Smart Data Research UK’s four research themes.