CASE STUDY
What Canadians misunderstand about type 1 diabetes, and how to talk to them about screening
Mixed-method research for Breakthrough T1D with the general public and the T1D community in Canada
At a glance
Challenge
Screening for type 1 diabetes has the potential to transform outcomes: it enables early detection, faster access to care, and, increasingly, access to treatments that can delay progression. But as T1D screening in Canada is fairly unknown, Breakthrough T1D Canada is preparing a national awareness and education campaign. As a first step, they needed to understand what Canadians know and believe about type 1 diabetes, what would motivate them to consider screening, and how the campaign should talk to different audiences.
We designed a sequential mixed-method study. In phase one, we ran two online surveys across a nationally representative sample of 1,500 members of the Canadian general public and 445 members of Breakthrough T1D Canada's own community. Because baseline awareness of type 1 diabetes and screening is low, we built brief, neutral explanations into the survey so respondents could give informed views. Phase two encompassed focus groups among the Canadian general public and the Breakthrough T1D community to explore the emotional and practical responses behind the numbers and test different campaign messages.
Approach
Outcomes
Challenge. Identify what people in Canada know about type 1 diabetes and T1D screening and which messages would obtain their support.
Approach. Two online surveys, with 1,500 Canadian adults and 445 members of Breakthrough T1D's community, followed by focus groups with both.
Outcome. Breakthrough T1D Canada is using the findings to segment its campaign audiences and correct misconceptions about type 1 diabetes.
The research made clear both why the campaign is needed and how it should speak to its audiences. Canadians' understanding of type 1 diabetes is patchy: only half feel confident about the difference between type 1 and type 2, and many misidentify the risk factors. The research also surfaced differences between the audiences that campaign messaging can act on. The public preferred calm, factual language that emphasised preparation, but the type 1 diabetes community responded to messaging about preventing life-threatening crisis. Lived experience emerged as the most credible messenger for the community, and family doctors for the public. The charity is using this to decide which audiences to prioritise and which misconceptions the campaign needs to correct first.
“I had an excellent experience working with nfpResearch. They were knowledgeable and prepared for all our discussions. They designed very effective surveys and interview guides and conducted them expertly. They were able to present the results and explain them clearly. I would not hesitate to work with them again.
“They are very attuned to what their client needs; they are clearly experts in their field and convey that without seeming condescending; they inspire confidence and openness when holding focus group discussions. [Kim Hanson, Chief External Relations Officer, Breakthrough T1D Canada]