It has been noted that the search for patterns in biology to assist our understanding, often leads to over-simplification. That is, we are satisfied with statements that ‘the species as a rule does this’ or, ‘males of this species do that’. But within such generalisations are masked what are often important variations from that supposed norm and in practice there is tremendous variation in morphology, physiology, social organisation and behaviour of any one species. The focus on a supposedly mean optimal phenotype has diverted attention away from variation around that mean, which is regularly regarded as a kind of ‘noise’ stemming merely from stochastic effects, and thus irrelevant to evolution. Yet it is becoming increasingly clear that this variation is by converse extremely significant and of tremendous importance both to evolutionary biologists and to managers. Such intraspecific variation (IV) may be directly due to underlying genetic differences between individuals or populations within a species, but equally may include a degree of phenotypic plasticity whether as ‘non-labile’, traits which are expressed once in an individual’s lifetime, as fixed characteristics inherited from the parents or as more labile traits which are expressed repeatedly and reversibly in a mature individual according to prevailing conditions.
Recognition of the extraordinary degree of IV which may be recorded within species has important consequences for management of cervids and conservation of threatened species. We review the extent of IV in diet, in morphology, mature bodyweight, reproductive physiology, in population demography and structure (sex ratio, fecundity, frequency of reproduction) before also reviewing the striking variation to be observed in behaviour: differences between individuals or populations in ranging behaviour, migratory tendency, differences in social and sexual organisation. In each case we explore the factors which may underlie the variation observed, considering the extent to which variation described has a primarily genetic basis or is a more plastic response to more immediate social and ecological cues.