The challenge

Yorkshire Cancer Network (YCN) are responsible for increasing awareness of Cancer symptoms and stimulating actions by residents. Cancer Research UK had developed a questionnaire to test awareness of cancer symptoms and resources. YCN needed to establish baseline awareness amongst the residents, in order to determine strategies and plans to improve cancer survival rates through improved awareness and earlier presentation by residents to clinicians.

What did we do?

Quadrant were asked to conduct a research survey amongst residents in the YCN area, and make recommendations based on findings. Face to face interviews were conducted in January and February 2010. Reporting took place in May. Detailed reports were produced for 6 PCTs and the total area.

What was the breakthrough for Yorkshire Cancer Network?

• The research clearly identified how best to deploy social marketing activities to target groups where most impact could be achieved
• The segmentation identified target groups along demographic, attitudinal, behavioural and psychographic dimensions to develop a programme of interventions
• YCN was able to make a successful bid for funds for a social marketing campaign in Yorkshire in 2011.