Abstract:

This paper deals with a case history, which we believe comprises an unusual, if not unique application of the skills of a commercial market and social research company to the field of Medical Research. We will show how the concept of using sample survey techniques to resolve medical controversy was generated within the commercial organisation, and developed into a multi-centre and multi-disciplinary study designed to diagnose the extent of a widespread medical condition and to initiate effective rethinking of the problem both amongst the Medical Profession and Government Departments. The importance of the study, as the first results are beginning to show, is very considerable. In Britain, our estimate is that 10% of the population aged 65+ are 'at risk' to some extent because of the condition of low body temperatures.