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Large-scale loyalty card data in health research
Jaakko Nevalainen1, Maijaliisa Erkkola2, Hannu Saarijärvi3
1Health Sciences/Faculty of Social Sciences, University of Tampere, Tampere, Finland.
Digital Health
|December 15, 2018
Summary
Loyalty card data offers a cost-effective way to gather large health research samples. Challenges like non-participation bias exist, but this data is a valuable, underutilized resource for societal benefit.
Area of Science:
- Consumer Health Data Science
- Epidemiological Research Methods
- Public Health Surveillance
Background:
- Large-scale loyalty card data presents an opportunity for health research.
- Understanding consumer purchasing behavior can inform public health initiatives.
- Traditional survey methods are resource-intensive for large sample sizes.
Purpose of the Study:
- To characterize large-scale loyalty card data from Finland.
- To evaluate the potential and challenges of this data for health research.
Main Methods:
- Contacted loyalty card holders in Finland via email for consent.
- Collected basic background and grocery expenditure data from 2016.
- Analyzed non-participation, participant characteristics, and expenditure using summary statistics.
Main Results:
- 14,595 individuals (5.6% response rate) provided data.
- Participants were predominantly women (68.5%), average age 46.
- Women and Helsinki residents were more likely to participate; young and old were underrepresented.
- Annual expenditure was ~2/3 of national estimates.
Conclusions:
- Loyalty card data provides a large, heterogeneous sample cost-effectively.
- Data offers size, coverage, objectivity, and dynamic collection for timely research.
- Challenges include non-participation bias, cross-store purchases, and data granularity.
- Loyalty card data is an underutilized resource with potential for societal benefit.
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