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...