Paul Little is Professor of Primary Care Research at the University of Southampton. He has generated much needed evidence to underpin the management of clinical problems such as common infections, back pain and obesity. His discoveries relating to the management of infections, including the merits of delaying the use of antibiotics, led to the production of NICE guidelines, which have helped to reduce unnecessary antibiotic prescribing in primary care. Central to his research is a recognition of the importance of patient beliefs and behaviour in determining responses to treatment and clinical advice for much of the illness that is encountered in primary care.