Cancer Awareness Measure
Cancer Research UK, cancer networks and PCTs across the country are working to improve public awareness of cancer symptoms and the importance of early diagnosis, promoting earlier reporting to GPs and encouraging prompt referral. The CAM survey was developed as part of the National Awareness and Early Diagnosis Initiative to benchmark current levels of awareness and to help ensure delivery of the Cancer Reform Strategy. Subsequently, site specific surveys were developed to evaluate local campaigns that have been designed in line with the national Be Clear on Cancer materials.
Lake Market Research would very much welcome the opportunity to quote for any type of awareness measurement or evaluation you may be considering and have found that our costs are very competitive compared to other agencies. We have developed experience in this area via the following research projects for Brighton and Hove:
Cancer Awareness Measure
NHS Brighton and Hove commissioned Lake Market Research to conduct the Cancer Awareness Measure survey to establish a baseline for population awareness. All interviews were conducted face to face in home and we sampled men and women aged between 45-74 years who lived within the two most deprived quintiles and the two least deprived quintiles. A total of 3,000 were interviewed, two thirds of which were from the more deprived quintiles and a third from the least deprived. Equal numbers of men and women were selected and interlocking quotas set in terms of gender, age and district.
The commission included full reporting and our analysis focused on identifying areas of low awareness, understanding any differences by the key demographics subgroups, such as age, gender, ward, for each of the CAM items and any associations or links between the questionnaire metrics, e.g. awareness, perceived barriers and anticipated delay in presentation. Findings were delivered via a full written report and a presentation to key stakeholders, and results fed into a social marketing intervention focusing on lung cancer.
Bowel Cancer Flexible Survey
We were recently commissioned by NHS Brighton and Hove to conduct a pre and post quantitative survey to evaluate the local ‘Be Clear on Cancer’ bowel cancer campaign developed. All interviews were conducted face to face in home and 200 residents aged 50 or over were sampled in the pre wave and post wave of the research. Fixed quotas were set on gender, age and quintile (most deprived vs. least deprived areas) to ensure a representative sample was interviewed. The questionnaire was designed in conjunction with NHS Brighton and Hove to ensure alignment with the Department of Health guidelines and local campaign initiatives. The commission included full reporting and our report sought to measure change in the awareness of bowel cancer, the recall of campaign elements and the impact the campaign had on early presentation of symptoms and attitudes towards screening.
