PDV Consumer Lifestyle Surveys

The PDV Consumer Lifestyle Surveys contain two consumer datasets managed and supplied by PDV Ltd, called DLG and MyOffers (MO). Their principal use is as consumer lifestyle data products for data-driven marketing campaigns in the UK. GeoDS holds a copy of these products. They are made available as anonymised and spatially generalised records within our secure infrastructure only for bona fide research purposes.

These surveys consider a wide spectrum of consumer topics alongside a variety of socio-economic characteristics.

Content

The combined datasets comprise of over 10 million records, each with hundreds of variables (some are blank for many respondents). Data from 2001-2023 are available. Most records were created or updated between 2008 and 2021. The data has been spatially generalised to Lower Layer Super Output Areas (LSOAs).

For detailed description of the columns contained within the data, see the Variable Dictionary; and for an overview of the characteristics of the data, see the Data Summary. These files can be downloaded from the bottom of this page.

Quality, Representation and Bias

The DLG dataset has a higher completion rate than the MO dataset, for most variables. Both PDV datasets under-represent the younger population due to the nature of the data collection method. The DLG dataset has a significant over-representation of the population above 35 years old, and the MO dataset shows similar over-representation of the population between 30 and 60. The DLG dataset shows under-representation of the never-married population and one person households and an over-representation towards households with have more than 3 persons. The MO dataset highly over-represents females and the never married/single population.

Secure

Data and Resources

This dataset is categorised as Secure and therefore access to the underlying data is only available within our Trusted Research Environment and restricted to individuals conducting research at a Higher Education or similar Institution in the UK and/or whom have an ac.uk email address. You can view metadata here to determine whether the data will be of use to you. You can apply for access to it by submitting an initial proposal form here.

Please log in first if you wish to request data.

 

Additional Info

Field Value
Source PDV Ltd
Author Ye, Zi
Maintainer Maurizio Gibin
Last Updated June 18, 2025, 09:50 (UTC)
Created November 29, 2024, 18:03 (UTC)
Attribution The data for this research have been provided by the Geographic Data Service (geods.ac.uk), a Smart Data Research UK Investment: ES/Z504464/1.
Entity Household
Frequency Irregularly
Granularity LSOA21CD (England/Wales), DZ11CD (Scotland), SOA11CD (Northern Ireland)
Spatial Coverage United Kingdom
Temporal Coverage January 2001 to January 2023