Table 6.

The KWILLT segmentation model and pen portraits

Segmentation group (number of participants who broadly ‘fit’ within the segment)	Pen portrait name	Description
Isolated and not wanting to cause a bother (5)	Pat	Low-income household and fuel poor, over 55, socially isolated and frightened, lacks information and understanding about keeping warm, private rented housing, long-term mental health problems (depression/anxiety)
Getting by cautiously (10)	Ben and Joan	Low-income household and fuel poor, over 65, some social connections but not well informed about keeping warm, privately owned house, one partner has chronic health problems
Dependent and poorly informed (10)	Meena	Low-income household and fuel poor, over 55, limited social connections, poorly informed about keeping warm, privately owned housing, poor health and mobility and very dependent on close family.
Just about managing (9)	Enid	Can pay for home heating but values thrift, over 70, some social connections but is private and trusts few people so is poorly informed about keeping warm, social housing, physical health problems and sensory impairment
Lonely and out of touch (6)	Pearle	Financially secure but lives in a cold home, over 70, widowed and socially isolated, poorly informed about keeping warm, privately owned house, physically well but bereaved
Proud and wants to be self-sufficient (10)	Fred	Low income but not fuel poor, over 70, regular but superficial social connections, poorly informed but values stoicism and hardiness and thinks he does not need any help, social housing, good health, minor ailments