23AndMe, the mail-order DNA testing company, is launching a 'massive' study on how genes affect weight loss.
Starting this month, the California-based firm will invite all 1.3 million people who have used their services to take part in doing a diet or exercise regime for three months.
Public health analysts say the investigation has the potential to deliver important findings for medical research, given the company's wide reach and attractive marketing campaigns.
As a business, 23AndMe hope to collate more information to draw up personalized weight loss tips for customers, complete with predictions of how they will do.
Starting this month, the California-based mail-order DNA test firm will invite all 1.3 million of their customers to take part, each picking a diet or exercise regime to commit to for three months
The study will ultimately involve 100,000 people, asking each to choose a diet (out of two options) or an exercise program to do for three