The Healthy Australia research includes the views of over 9000 Australian healthsumers. This wealth of data has allowed the creation of a series of innovative health profiles. Three psychological factors (control, vitality and health literacy) are used to generate these healthsumer personality profiles. HEALTHimal™ profiles are described as a means of understanding and profiling consumers’ health management behaviour. Eight health profiles are identified in the research.

HEALTHimals™ offer insights for understanding healthsumers, raising awareness of health issues, better targeting of health messages and encouraging desirable health behaviour.

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The Weary Detective
High Control • Low Vitality • High Literacy

The Weary Detective is characterised by a high level of personal responsibility for their own health combined with a high degree of interest in finding out health-related information. Weary Detectives acknowledge the importance of health and seek to engage in health-promoting activities. They are often well-informed and thoughtful about health. Despite their high levels of accountability and interest, Weary Detectives are often dissatisfied with their health or their health prospects. They are frequently less optimistic about the possible success of treatments and they aren’t always sure that they will locate a product or service that will provide what they are looking for. They can sometimes come across as jaded regarding health issues, which is a reflection of the lack of satisfaction with treatments/health rather than a lack of interest or motivation to address the issues in the first place. They may view their personal health as an endless crusade — worthwhile, but with little chance of ultimate success.