Detect Cancer Earlier Marketing Campaign: Evaluation Report 2024/2025

Footnotes

1 Detect Cancer Early: Insight gathering research and territory testing (March 2022) - Fieldwork was conducted between 2 and 24 March 2022. All participants were C2DE and aged 40+. Research consisted of 24 online focus groups and 10 remote Zoom interviews.

2 Detect Cancer Early: Insight gathering and territory testing (March 2022).

3 Detect Cancer Early: Creative testing research (October 2022). Fieldwork was conducted between 24 and 26 October 2022. All participants were C2DE, aged 40-80 and had mixed or fearful attitudes towards cancer. Research consisted of 8 online focus groups.

4 Social Grades is a socio-economic classification which groups people mainly based on their social and financial situation. It is the standard classification system used in market research.

6 Relevance, Understanding and knowledge, Stand-out/salience, Trust, Interest, Credibility/self-efficacy, Motivation. Measured using a battery of statements with which respondents are asked to agree/disagree

7 Google Analytics defines ‘active users’ as ‘the number of people who engaged with the site in the specified date range’

8 12 August- 1 September 2024 vs 6 – 26 May 2024. Website visits during campaign period have been compared to the May 2024 as there was no campaign activity in this time period.

9 An active user may have visited the symptom checker tool more than one time, which is why the visits to the tool are larger than 68% of active users.

10 3-31 March 2025 vs 1 February – 1 March 2025

11 An active user may have visited the symptom checker tool more than one time, which is why the visits to the tool are larger than 52% of active users.