Social insights for making sensitive connections: How Macmillan is helping people who’ve just been told they have cancer

Macmillan, the British cancer charity, and Listen and Learn, a multinational company that specialises in small group language courses, used social data to learn how to help people who have been told they have cancer.

Introduction

An impossible subject at an impossible time. This paper outlines how Macmillan and Listen & Learn Research used social data to learn how to help people who have just been told they have cancer. Macmillan knows a lot about what people need when living with cancer. However, they felt they had a blind-spot about that impossible moment: the moment someone is diagnosed as having cancer. Traditional research methods just cannot (and should not) get close enough. Working with Listen & Learn, Macmillan used a social insightsapproach to finding, appreciating and understanding what it is like to receive...

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