CRC Segments
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CRC Screening Survey — Analysis Report

Haslam Healthcare Programs  |  N = 461 respondents
Alex R. Zablah

Demographic Profile

Composition of the 461-person sample.

Age

% of respondents (n=461)

Gender

% of respondents (n=461)

Race / Ethnicity

% of respondents who selected each option (multi-select; n=461)

Education

% of respondents (n=461)

Household Income

% of respondents (n=461)

Insurance Status

% of respondents (n=461)

Has Primary Care Doctor

Yes, I see them regularly (at least once a year)
71.1%
Yes, but I rarely see them
15.2%
No, I don't have one
10.2%
I use urgent care or walk-in clinics instead of a regular doctor
3.5%

Area Type

Suburban
49.5%
Urban / large city
31.9%
Rural / small town
18.7%

Clinical History

Family History of CRC (Q29)
No
84.8%
Yes
8.9%
I'm not sure
5.9%
Prefer not to say
0.4%
Pre-Cancerous Polyps (Q27)
No
85.0%
Yes
11.7%
I'm not sure
3.3%

Geographic Distribution of Respondents

Each dot = one ZIP code. Dot size reflects number of respondents from that area.

Q43: ZIP code (n=461 respondents; 448 ZIP codes mapped). Hover a dot for city, state, and count.

Core Findings

Based on 461 completed responses collected via Prolific.

49.2%
Ever screened for CRC
45.8%
Currently up to date
20.2%
Know they are overdue
36.9%
Likely to screen (12 mo.)
26.2%
Aware of blood-based test
8.9%
Family history of CRC
49.0%
Prefer blood-based test
4
Audience segments identified

Current Screening Status

% of respondents (n=461)

I am up to date - I've had a colonoscopy within the last 10 years with no significant findings
38.6%
I haven't reached the age to start screening yet
22.8%
I am overdue - I know I should have been screened but haven't yet
20.2%
I use a different screening method (e.g., annual stool test) and am up to date on that
7.2%
I'm not sure
5.9%
I may be due - it has been close to or more than 10 years since my last colonoscopy
5.4%

Q8: "Which best describes your current colorectal cancer screening status?"

Likelihood to Schedule Screening (Next 12 Months)

% of respondents (n=461)

Very likely
18.0%
Somewhat likely
18.9%
Neither likely nor unlikely
14.5%
Somewhat unlikely
16.1%
Very unlikely
32.5%

Q9: 5-point scale from Very Unlikely to Very Likely

Top Barriers to Screening

Scale: 1 = Not a Barrier → 5 = Major Barrier

Concerns about pain/discomfort
3.40
Cost/insurance coverage
2.93
Bowel prep (for colonoscopy)
2.46
Fear of finding cancer
2.33
Embarrassment
2.31
Difficulty scheduling
2.26

Q21: Mean scores across all respondents. Higher = greater barrier.

Awareness of Blood-Based CRC Test

% of respondents (n=461)

Q15: "Were you aware there is now a blood-based test that can screen for CRC?"

Preferred Screening Test (If You Could Choose)

% of respondents (n=461)

Q16: "All else being equal, which would you prefer?"

Screening Behavior & Health Attitudes

How participants behave around health generally and CRC screening specifically.

Ever Screened for CRC

% of respondents (n=461)

Q3: "Have you ever been screened for colorectal cancer?"

Most Recent Screening Test Used

% of respondents who have been screened

Q5: "Which was your most recent colorectal cancer screening test?"

Health Attitude Scale Items

Scale: 1 = Strongly Disagree → 5 = Strongly Agree

Health Is a Top Priority
4.41
Proactive About Health
3.98
Does Not Put Off Medical Appointments
2.72
A Lot I Can Do About Cancer
2.23
Worries a Lot About Cancer
3.01
Does Not Rely on Doctor to Prompt Tests
3.27
Trusts Doctor's Screening Recommendations
4.07
People Close to Me Expect CRC Screening
3.72

Q11: 9-item attitude scale. (R) = reverse-scored so 5 = most health-positive across all items.

Personal Lifetime Risk of CRC

% of respondents (n=461)

Q12: 1 = Very Unlikely → 5 = Very Likely

Concern About Developing CRC

% of respondents (n=461)

Q23: 1 = Not at All Concerned → 4 = Very Concerned

Preventive Health Behaviors (Past Year)

% who selected each option (multi-select; n=461)

Had an annual physical or general wellness visit
69.8%
Had cholesterol
69.8%
blood pressure
69.8%
or blood sugar checked
69.8%
Received a recommended vaccine (e.g., flu, shingles, COVID booster)
43.4%
Used a health app or wearable to track your health or fitness
40.3%
Been screened for another type of cancer (e.g., mammogram, Pap smear, skin check, PSA test)
32.3%
None of the above
13.4%

Q24: "Which of the following preventive health behaviors have you done in the past year?"

Recent CRC Information Sources

% who selected each option (multi-select)

My doctor or healthcare provider
68.3%
Internet search (e.g., Google)
44.7%
Family or friends
20.6%
Health insurance materials
19.5%
TV
17.8%
radio
17.8%
or streaming service
17.8%
Social media (e.g., Facebook, Instagram, TikTok)
17.6%

Q32: "Where have you come across information about CRC in the past year?"

What Would Make Screening More Likely

% who selected each option (multi-select; n=461)

A strong recommendation from my doctor
58.1%
Lower cost or full insurance coverage
57.9%
A simpler or no bowel prep option
54.9%
Being able to do the screening at home (e.g., with a stool or blood test)
53.1%
More information about non-colonoscopy screening options
41.4%
Easier or online scheduling
30.6%
A reminder from my doctor's office or health insurance
27.3%
Nothing - I already plan to get screened on schedule
14.5%

Q22: "Which of the following would make you more likely to get screened?"

Test Preferences & Barriers

How participants rate, trust, and approach the available CRC screening options.

Appeal, Trust & Willingness by Test Type

Scale: All items: 1 = lowest, 5 = highest

Q17 (Appeal), Q18 (Trust), Q19 (Willingness). Colonoscopy | FIT | Cologuard | Blood-based (Shield).

Barriers to Screening

Scale: 1 = Not a Barrier → 5 = Major Barrier

Concerns about pain/discomfort
3.40
Cost/insurance coverage
2.93
Bowel prep (for colonoscopy)
2.46
Fear of finding cancer
2.33
Embarrassment
2.31
Difficulty scheduling
2.26
Lack of time
2.12

Q21: Mean score. 1 = Not a barrier → 5 = Major barrier.

Importance Factors When Choosing a Test

Scale: 1 = Not Important → 5 = Extremely Important

Accuracy/effectiveness
4.72
Doctor recommendation
4.25
Convenience
3.64
Avoiding bowel prep
3.53
Privacy (doing at home)
3.43
Cost
3.32

Q20: Mean score. 1 = Not important → 5 = Extremely important.

Audience Segments

4 distinct segments identified via k-means clustering on 10 health attitude and screening readiness features (silhouette score = 0.119). Q9 (likelihood to screen) was held out of the cluster model and serves as an independent validation criterion.

1 — What Distinguishes the Segments

Z-scores show how each segment deviates from the overall sample mean on each clustering feature. All items are oriented so higher = more health-positive / proactive.

FeatureOverall MeanConcerned Intenders
n=122 (26.5%)		Skeptical Resisters
n=60 (13.0%)		Activated Preventers
n=172 (37.3%)		Disengaged Non-Screeners
n=107 (23.2%)
Proactive About Health (Q11_2)3.98-0.00-0.14+0.62-0.92
Does Not Put Off Medical Appointments (Q11_3)3.28-0.34-0.09+0.74-0.74
A Lot I Can Do About Cancer (Q11_4)3.77+0.06-0.12+0.34-0.54
Does Not Rely on Doctor to Prompt Tests (Q11_7)2.73-0.04+1.00-0.05-0.43
Trusts Doctor's Screening Recommendations (Q11_8)4.07+0.08-1.57+0.43+0.09
People Close to Me Expect CRC Screening (Q11_9)3.72+0.42-1.09+0.37-0.46
Cancer concern (Q23)2.27+0.95-0.56-0.19-0.47
Screening knowledge confidence (Q25)2.64+0.17-0.05+0.51-0.99
Avg. test willingness (Q19)4.07+0.31-1.20+0.38-0.30
Avg. barrier level (Q21)2.54+0.58+0.23-0.69+0.31
z ≥ 1.0 (well above average)z 0.4–1.0 (above average)z −0.4–0.4 (near average)z −1.0 – −0.4 (below average)z ≤ −1.0 (well below average)

Values are z-scores relative to the overall sample mean for each feature. All items oriented so higher values = more health-positive / proactive. Hover a cell to see the raw mean and z-score.

2 — Meet the Four Segments

Arrows indicate each segment's most distinctive features (↑ above average, ↓ below average). Size reflects share of the sample.

Concerned Intenders
n=122  ·  26.5% of sample

Worried about cancer and motivated to screen, but real barriers stand in the way — highest screening intent of any segment

↑ Cancer concern (Q23)
↑ Avg. barrier level (Q21)
↑ People Close to Me Expect CRC Screening (Q11_9)
↓ Does Not Put Off Medical Appointments (Q11_3)
53% Ever Screened
61% Likely to Screen
Skeptical Resisters
n=60  ·  13.0% of sample

Distrust the medical system and feel no social pressure to screen — unlikely to respond to doctor-based or norm-based messaging

↓ Trusts Doctor's Screening Recommendations (Q11_8)
↓ Avg. test willingness (Q19)
↓ People Close to Me Expect CRC Screening (Q11_9)
↑ Does Not Rely on Doctor to Prompt Tests (Q11_7)
23% Ever Screened
15% Likely to Screen
Activated Preventers
n=172  ·  37.3% of sample

Proactive, low barriers, already screening — the benchmark group most likely to act on their own initiative

↑ Does Not Put Off Medical Appointments (Q11_3)
↓ Avg. barrier level (Q21)
↑ Proactive About Health (Q11_2)
↑ Screening knowledge confidence (Q25)
74% Ever Screened
38% Likely to Screen
Disengaged Non-Screeners
n=107  ·  23.2% of sample

Low engagement across the board, least screening knowledge, and least likely to follow through on screening

↓ Screening knowledge confidence (Q25)
↓ Proactive About Health (Q11_2)
↓ Does Not Put Off Medical Appointments (Q11_3)
↓ A Lot I Can Do About Cancer (Q11_4)
20% Ever Screened
19% Likely to Screen

3 — Predictive Validity: Behavioral Outcomes by Segment

These outcomes were NOT used to create the segments — they validate that the clusters map onto real differences in screening behavior.

OutcomeConcerned Intenders
n=122		Skeptical Resisters
n=60		Activated Preventers
n=172		Disengaged Non-Screeners
n=107
Ever Screened53.3%23.3%73.8%19.6%
Currently Up to Date39.4%30.0%70.9%21.5%
Likely to Screen (Next 12 mo.)0.0%0.0%0.0%0.0%
Prefers Blood-Based Test41.0%50.0%41.9%69.2%
Aware of Blood-Based Test31.1%21.7%34.3%10.3%

Blue highlight = highest value per outcome. Red highlight = lowest value. Likelihood to screen (Q9) was held out of the cluster model and serves as an independent validation criterion.

📊 Behavioral Segmentation (k=3) & Comparison with Attitudinal Model

Two Complementary Lenses on the Same Population

The attitudinal model (main report) clusters on internal psychological states — health attitudes, barriers, cancer concern, and test willingness. It answers why someone may or may not screen.

The behavioral model below clusters on observable actions: ever screened, screening status, recency, likelihood to screen, provider discussion, preventive behavior count, blood-test awareness, and family history. It answers where someone sits in the screening pathway.

The two models are largely independent (ARI = 0.122), meaning behavioral profile and attitudinal profile are different dimensions. The cross-tab reveals how they intersect — and why both matter for a complete targeting strategy.

The Three Behavioral Segments

k=3 selected; all features z-scored before clustering. Silhouette = 0.309. Segment colors here are independent of the attitudinal palette.

Unscreened

n=216  (46.9%)

Never or rarely screened, low provider contact, low engagement across all behaviors

Ever screened (Q3)
0.02
Screening status (Q8)
1.12
Recency of last test (Q6)
2.60
Likelihood to screen (Q9)
2.57
Discussed w/ provider (Q10)
0.18
# preventive behaviors (Q24)
3.17
Aware of blood-based test (Q15)
0.18
Family history of CRC (Q29)
0.00

Screened & Connected

n=204  (44.3%)

Actively screened and provider-connected — the high-engagement, up-to-date group

Ever screened (Q3)
0.94
Screening status (Q8)
2.80
Recency of last test (Q6)
4.02
Likelihood to screen (Q9)
2.78
Discussed w/ provider (Q10)
0.75
# preventive behaviors (Q24)
5.01
Aware of blood-based test (Q15)
0.35
Family history of CRC (Q29)
0.00

Family History

n=41  (8.9%)

100% have a first-degree relative with CRC — elevated risk driving above-average screening intent

Ever screened (Q3)
0.73
Screening status (Q8)
2.27
Recency of last test (Q6)
4.00
Likelihood to screen (Q9)
3.39
Discussed w/ provider (Q10)
0.66
# preventive behaviors (Q24)
4.34
Aware of blood-based test (Q15)
0.27
Family history of CRC (Q29)
1.00

Silhouette Score — Behavioral Model (k=2–7)

★ = auto-selected optimal k  |  Attitudinal k=4 silhouette: 0.119    Behavioral k=3 silhouette: 0.3095

k=2 0.2856
k=3 0.3095
k=4 0.3219
k=5 0.2965
k=6 0.2896
k=7 0.2736

The behavioral solution is substantially better-separated than the attitudinal one, reflecting that screening history (screened vs. not) creates sharper boundaries than psychological attitudes, which exist on a continuum.

Agreement Between Solutions — Adjusted Rand Index

ARI = 0.122
Near-zero overlap — solutions are essentially independent.
This means behavioral profile and attitudinal profile are largely independent dimensions. Knowing someone is behaviorally unscreened tells you almost nothing about why they haven't screened — and that's exactly why both frameworks are needed.

ARI = 0 means no more agreement than chance; ARI = 1 means perfect agreement.

Cross-Tabulation: Behavioral Segments × Attitudinal Segments

Each row = one behavioral segment. Columns = attitudinal segments. Values = % of behavioral segment members who fall in each attitudinal segment (rows sum to 100%).

Behavioral segment Concerned IntendersSkeptical ResistersActivated PreventersDisengaged Non-Screeners
Unscreened
n=216 		25%
n=54		21%
n=46		17%
n=36		37%
n=80
Screened & Connected
n=204 		24%
n=49		5%
n=11		60%
n=123		10%
n=21
Family History
n=41 		46%
n=19		7%
n=3		32%
n=13		15%
n=6

Each row sums to 100%. Bold = dominant attitudinal segment for that behavioral group. Color depth = share size.

  • Unscreened: plurality are Disengaged Non-Screeners (37%) — behaviorally disengaged and attitudinally low-activation — hardest to reach
  • Screened & Connected: plurality are Activated Preventers (60%) — behaviorally active and attitudinally proactive — the convergent high-engagement group
  • Family History: plurality are Concerned Intenders (46%) — family history driving concern and intent, but not always fully up-to-date

Attitudinal Profiles of Behavioral Segments

Mean score on each attitudinal dimension within behavioral clusters. Deviation from the cross-segment average shown in parentheses. None of these variables were used to build the behavioral clusters.

Attitudinal feature Unscreened
n=216		Screened & Connected
n=204		Family History
n=41
Health Attitudes (Q11)
Proactive About Health (Q11_2)
scale: 1–5
3.58 (-0.45)
4.37 (+0.34)
4.15 (+0.12)
Does Not Put Off Medical Appointments (Q11_3)
scale: 1–5
2.77 (-0.43)
3.88 (+0.68)
2.95 (-0.25)
A Lot I Can Do About Cancer (Q11_4)
scale: 1–5
3.58 (-0.16)
3.98 (+0.24)
3.66 (-0.08)
Does Not Rely on Doctor to Prompt Tests (Q11_7)
scale: 1–5
2.80 (—)
2.62 (-0.14)
2.88 (+0.11)
Trusts Doctor's Screening Recommendations (Q11_8)
scale: 1–5
3.79 (-0.29)
4.38 (+0.30)
4.07 (—)
People Close to Me Expect CRC Screening (Q11_9)
scale: 1–5
3.31 (-0.49)
4.09 (+0.29)
4.00 (+0.20)
Perceptual Items
Cancer concern (Q23)
scale: 1–4
2.09 (-0.35)
2.33 (-0.11)
2.90 (+0.46)
Screening knowledge confidence (Q25)
scale: 1–4
2.26 (-0.48)
2.97 (+0.22)
3.00 (+0.26)
Behavioral Outcomes
Avg. test willingness (Q19)
scale: 1–5
3.86 (-0.21)
4.30 (+0.23)
4.04 (—)
Avg. barrier level (Q21)
scale: 1–5
2.74 (+0.19)
2.33 (-0.22)
2.58 (—)

Mean score on each attitudinal dimension by behavioral cluster. Values in parentheses show deviation from the cross-segment average (+/−). These variables were not used to build the behavioral clusters.

Technical Details — Charts & Segment Profiles

Segment Size Overview

n=461 total respondents.

Segment Profiles — Radar Chart

1 = Strongly Disagree → 5 = Strongly Agree for attitude items; 1–5 for all other dimensions. All items oriented so higher = more health-positive.

K-Selection: Silhouette Score by Number of Clusters

Higher silhouette = more distinct clusters. Selected k shown with dashed line.

Segment Map (PCA Projection)

Each dot = one respondent. Axes are the first two principal components of the clustering features (variance explained: 26.3% + 15.9%).

Features That Most Distinguish Segments (ANOVA)

One-way ANOVA F-statistic across segments. *** p<.001, ** p<.01, * p<.05.

Trusts Doctor's Screening Recommendations (Q11_8)
F=99.2 ***
Does Not Put Off Medical Appointments (Q11_3)
F=87.7 ***
Cancer concern (Q23)
F=81.2 ***
Proactive About Health (Q11_2)
F=79.0 ***
Screening knowledge confidence (Q25)
F=76.3 ***
People Close to Me Expect CRC Screening (Q11_9)
F=65.7 ***
Avg. barrier level (Q21)
F=64.1 ***
Avg. test willingness (Q19)
F=61.7 ***
Does Not Rely on Doctor to Prompt Tests (Q11_7)
F=32.1 ***
A Lot I Can Do About Cancer (Q11_4)
F=19.6 ***

Full Segment Detail Cards

Complete attitude, behavior, and demographic breakdown for each segment.

Concerned Intenders n=122  ·  26.5% of sample
Attitude & Behavior Profile (1–5 scale)

Scale: Items marked (R) are reverse-scored so 5 = most health-positive

Proactive About Health (Q11_2)
3.98
Does Not Put Off Medical Appointments (Q11_3)
2.79
A Lot I Can Do About Cancer (Q11_4)
3.83
Does Not Rely on Doctor to Prompt Tests (Q11_7)
2.68
Trusts Doctor's Screening Recommendations (Q11_8)
4.15
People Close to Me Expect CRC Screening (Q11_9)
4.21
Cancer concern (Q23)
3.19
Screening knowledge confidence (Q25)
2.78
Avg. test willingness (Q19)
4.34
Avg. barrier level (Q21)
3.03
Screening Status
I am up to date - I've had a colonoscopy within the last 10 years with no significant findings
32.0%
I am overdue - I know I should have been screened but haven't yet
27.0%
I haven't reached the age to start screening yet
18.0%
I'm not sure
8.2%
I use a different screening method (e.g., annual stool test) and am up to date on that
7.4%
I may be due - it has been close to or more than 10 years since my last colonoscopy
7.4%
Likelihood to Screen (next 12 mo.)

Scale: 1 = Very Unlikely → 5 = Very Likely

Very likely
34.4%
Somewhat likely
27.0%
Neither likely nor unlikely
12.3%
Somewhat unlikely
15.6%
Very unlikely
10.7%
Preferred Screening Test
A blood-based test (e.g., Shield; done at a lab; needed more frequently)
41.0%
Colonoscopy (done at a clinic; can find and remove polyps; only needed every 10 years if normal)
34.4%
A home stool test (e.g., FIT or Cologuard; done at home; needed more frequently)
16.4%
I don't know enough to say
4.9%
I don't have a preference
3.3%
Cancer Concern

Scale: 1 = Not at All Concerned → 4 = Very Concerned

Somewhat concerned
48.4%
Very concerned
35.2%
Slightly concerned
16.4%
Age Distribution
30-34
13.1%
35-39
13.1%
40-44
12.3%
45-49
12.3%
50-54
13.1%
55-59
16.4%
Gender
Female
50.8%
Male
49.2%
Skeptical Resisters n=60  ·  13.0% of sample
Attitude & Behavior Profile (1–5 scale)

Scale: Items marked (R) are reverse-scored so 5 = most health-positive

Proactive About Health (Q11_2)
3.83
Does Not Put Off Medical Appointments (Q11_3)
3.15
A Lot I Can Do About Cancer (Q11_4)
3.63
Does Not Rely on Doctor to Prompt Tests (Q11_7)
3.93
Trusts Doctor's Screening Recommendations (Q11_8)
2.62
People Close to Me Expect CRC Screening (Q11_9)
2.42
Cancer concern (Q23)
1.73
Screening knowledge confidence (Q25)
2.60
Avg. test willingness (Q19)
3.02
Avg. barrier level (Q21)
2.74
Screening Status
I am overdue - I know I should have been screened but haven't yet
35.0%
I haven't reached the age to start screening yet
25.0%
I am up to date - I've had a colonoscopy within the last 10 years with no significant findings
21.7%
I use a different screening method (e.g., annual stool test) and am up to date on that
8.3%
I'm not sure
8.3%
I may be due - it has been close to or more than 10 years since my last colonoscopy
1.7%
Likelihood to Screen (next 12 mo.)

Scale: 1 = Very Unlikely → 5 = Very Likely

Very likely
8.3%
Somewhat likely
6.7%
Neither likely nor unlikely
16.7%
Somewhat unlikely
16.7%
Very unlikely
51.7%
Preferred Screening Test
A blood-based test (e.g., Shield; done at a lab; needed more frequently)
50.0%
A home stool test (e.g., FIT or Cologuard; done at home; needed more frequently)
25.0%
I don't know enough to say
10.0%
Colonoscopy (done at a clinic; can find and remove polyps; only needed every 10 years if normal)
8.3%
I don't have a preference
6.7%
Cancer Concern

Scale: 1 = Not at All Concerned → 4 = Very Concerned

Not at all concerned
48.3%
Slightly concerned
35.0%
Somewhat concerned
11.7%
Very concerned
5.0%
Age Distribution
30-34
18.3%
35-39
8.3%
40-44
18.3%
45-49
13.3%
50-54
16.7%
55-59
6.7%
Gender
Female
58.3%
Male
41.7%
Activated Preventers n=172  ·  37.3% of sample
Attitude & Behavior Profile (1–5 scale)

Scale: Items marked (R) are reverse-scored so 5 = most health-positive

Proactive About Health (Q11_2)
4.64
Does Not Put Off Medical Appointments (Q11_3)
4.32
A Lot I Can Do About Cancer (Q11_4)
4.14
Does Not Rely on Doctor to Prompt Tests (Q11_7)
2.66
Trusts Doctor's Screening Recommendations (Q11_8)
4.48
People Close to Me Expect CRC Screening (Q11_9)
4.16
Cancer concern (Q23)
2.09
Screening knowledge confidence (Q25)
3.06
Avg. test willingness (Q19)
4.41
Avg. barrier level (Q21)
1.97
Screening Status
I am up to date - I've had a colonoscopy within the last 10 years with no significant findings
62.8%
I haven't reached the age to start screening yet
15.1%
I use a different screening method (e.g., annual stool test) and am up to date on that
8.1%
I may be due - it has been close to or more than 10 years since my last colonoscopy
6.4%
I am overdue - I know I should have been screened but haven't yet
5.8%
I'm not sure
1.7%
Likelihood to Screen (next 12 mo.)

Scale: 1 = Very Unlikely → 5 = Very Likely

Very likely
18.6%
Somewhat likely
19.8%
Neither likely nor unlikely
11.6%
Somewhat unlikely
13.4%
Very unlikely
36.6%
Preferred Screening Test
A blood-based test (e.g., Shield; done at a lab; needed more frequently)
41.9%
Colonoscopy (done at a clinic; can find and remove polyps; only needed every 10 years if normal)
35.5%
A home stool test (e.g., FIT or Cologuard; done at home; needed more frequently)
12.8%
I don't have a preference
5.2%
I don't know enough to say
4.7%
Cancer Concern

Scale: 1 = Not at All Concerned → 4 = Very Concerned

Slightly concerned
45.9%
Not at all concerned
26.2%
Somewhat concerned
20.9%
Very concerned
7.0%
Age Distribution
30-34
8.1%
35-39
8.7%
40-44
9.9%
45-49
7.6%
50-54
12.8%
55-59
16.3%
Gender
Female
50.6%
Male
48.8%
Non-binary / gender non-conforming
0.6%
Disengaged Non-Screeners n=107  ·  23.2% of sample
Attitude & Behavior Profile (1–5 scale)

Scale: Items marked (R) are reverse-scored so 5 = most health-positive

Proactive About Health (Q11_2)
3.00
Does Not Put Off Medical Appointments (Q11_3)
2.23
A Lot I Can Do About Cancer (Q11_4)
3.16
Does Not Rely on Doctor to Prompt Tests (Q11_7)
2.21
Trusts Doctor's Screening Recommendations (Q11_8)
4.16
People Close to Me Expect CRC Screening (Q11_9)
3.17
Cancer concern (Q23)
1.81
Screening knowledge confidence (Q25)
1.82
Avg. test willingness (Q19)
3.81
Avg. barrier level (Q21)
2.81
Screening Status
I haven't reached the age to start screening yet
39.3%
I am overdue - I know I should have been screened but haven't yet
27.1%
I am up to date - I've had a colonoscopy within the last 10 years with no significant findings
16.8%
I'm not sure
8.4%
I use a different screening method (e.g., annual stool test) and am up to date on that
4.7%
I may be due - it has been close to or more than 10 years since my last colonoscopy
3.7%
Likelihood to Screen (next 12 mo.)

Scale: 1 = Very Unlikely → 5 = Very Likely

Very likely
3.7%
Somewhat likely
15.0%
Neither likely nor unlikely
20.6%
Somewhat unlikely
20.6%
Very unlikely
40.2%
Preferred Screening Test
A blood-based test (e.g., Shield; done at a lab; needed more frequently)
69.2%
A home stool test (e.g., FIT or Cologuard; done at home; needed more frequently)
12.1%
Colonoscopy (done at a clinic; can find and remove polyps; only needed every 10 years if normal)
9.3%
I don't know enough to say
6.5%
I don't have a preference
2.8%
Cancer Concern

Scale: 1 = Not at All Concerned → 4 = Very Concerned

Slightly concerned
54.2%
Not at all concerned
32.7%
Somewhat concerned
12.1%
Very concerned
0.9%
Age Distribution
30-34
26.2%
35-39
15.0%
40-44
16.8%
45-49
8.4%
50-54
13.1%
55-59
10.3%
Gender
Male
51.4%
Female
47.7%
Non-binary / gender non-conforming
0.9%

Exploratory Analysis

Two tools below: (1) a Demographic × Segment Heatmap that shows how 8 key outcomes vary by segment within each demographic group; (2) a variable-by-variable cross-tab for any single demographic, behavioral, or attitudinal variable.

🎪 Demographic × Segment Outcome Heatmap

Select Overall to see each segment's baseline on 8 key outcomes. Select a demographic variable to cross segments with that variable — rows are outcomes, column groups are demographic categories, columns within each group are the four attitudinal segments. Cell colors show deviation from each segment's overall baseline: blue = above baseline, red = below baseline. Cells with n < 10 are suppressed (—).

Demographic × Segment Outcome Heatmap
■ Well above segment baseline (≥+0.6 mean / +10 pp) ■ Above segment baseline ■ Near segment baseline ■ Below segment baseline ■ Well below segment baseline (≤−0.6 mean / −10 pp)

Variable-by-Variable Cross-Tabs

Select a variable — the table updates instantly. Blue cells are significantly higher than expected; red cells are significantly lower. Scaled variables show segment means with one-way ANOVA significance.

Race / Ethnicity

Multi-select; % within each segment (may exceed 100%). Significance test not applicable to multi-select variables.
CategoryOverall %Concerned Intenders
(n=122)		Skeptical Resisters
(n=60)		Activated Preventers
(n=172)		Disengaged Non-Screeners
(n=107)
White / Caucasian62.7%59.0%61.7%65.7%62.6%
Black or African American23.6%25.4%25.0%23.3%21.5%
Hispanic or Latino/a/x21.9%23.8%23.3%16.9%27.1%
American Indian or Alaska Native0.9%0.8%1.7%0.6%0.9%
Native Hawaiian or Pacific Islander0.2%0.0%1.7%0.0%0.0%
Multiracial0.2%0.0%0.0%0.6%0.0%

Healthcare Information Sources (Q32)

Multi-select; % within each segment (may exceed 100%). Significance test not applicable to multi-select variables.
CategoryOverall %Concerned Intenders
(n=122)		Skeptical Resisters
(n=60)		Activated Preventers
(n=172)		Disengaged Non-Screeners
(n=107)
My doctor or healthcare provider68.3%72.1%40.0%83.7%55.1%
Internet search (e.g., Google)44.7%52.5%48.3%40.7%40.2%
Family or friends20.6%28.7%18.3%14.5%22.4%
Health insurance materials19.5%24.6%15.0%23.3%10.3%
TV17.8%18.9%20.0%19.2%13.1%
radio17.8%18.9%20.0%19.2%13.1%
or streaming service17.8%18.9%20.0%19.2%13.1%
Social media (e.g., Facebook, Instagram, TikTok)17.6%19.7%23.3%12.2%20.6%
AI tool (e.g., ChatGPT, Claude, or similar)13.9%18.0%10.0%12.2%14.0%
I don't typically seek out this type of information12.6%8.2%25.0%3.5%25.2%

Age

χ² = 38.50, df = 21, p = 0.011 *
CategoryOverall %Concerned Intenders
(n=118)		Skeptical Resisters
(n=58)		Activated Preventers
(n=153)		Disengaged Non-Screeners
(n=107)
30-3415.8%13.6%19.0%9.2%26.2%
35-3911.9%13.6%8.6%9.8%15.0%
40-4414.0%12.7%19.0%11.1%16.8%
45-4910.3%12.7%13.8%8.5%8.4%
50-5414.2%13.6%17.2%14.4%13.1%
55-5914.4%16.9%6.9%18.3%10.3%
60-6410.6%8.5%10.3%15.7%5.6%
65-698.7%8.5%5.2%13.1%4.7%
■ Significantly higher than expected (std. residual ≥ 2.0) ■ Significantly lower than expected (std. residual ≤ −2.0)

Gender

χ² = 3.14, df = 6, p = 0.790 n.s.
CategoryOverall %Concerned Intenders
(n=122)		Skeptical Resisters
(n=60)		Activated Preventers
(n=172)		Disengaged Non-Screeners
(n=107)
Female51.0%50.8%58.3%50.6%47.7%
Male48.6%49.2%41.7%48.8%51.4%
Non-binary / gender non-conforming0.4%0.0%0.0%0.6%0.9%
■ Significantly higher than expected (std. residual ≥ 2.0) ■ Significantly lower than expected (std. residual ≤ −2.0)

Education

χ² = 28.54, df = 15, p = 0.018 *
CategoryOverall %Concerned Intenders
(n=122)		Skeptical Resisters
(n=60)		Activated Preventers
(n=172)		Disengaged Non-Screeners
(n=107)
Less than high school0.2%0.0%1.7%0.0%0.0%
High school diploma or GED14.5%12.3%18.3%12.2%18.7%
Some college, no degree17.6%15.6%20.0%15.7%21.5%
Associate degree10.8%13.9%8.3%9.3%11.2%
Bachelor's degree35.8%38.5%43.3%32.6%33.6%
Graduate or professional degree (Master's, PhD, MD, JD, etc.)21.0%19.7%8.3%30.2%15.0%
■ Significantly higher than expected (std. residual ≥ 2.0) ■ Significantly lower than expected (std. residual ≤ −2.0)

Income

χ² = 16.86, df = 15, p = 0.328 n.s.
CategoryOverall %Concerned Intenders
(n=122)		Skeptical Resisters
(n=60)		Activated Preventers
(n=172)		Disengaged Non-Screeners
(n=107)
Less than $25,00010.2%10.7%11.7%7.0%14.0%
$25,000-$49,99918.9%21.3%18.3%13.4%25.2%
$50,000-$74,99923.6%21.3%25.0%23.8%25.2%
$75,000-$99,99916.1%14.8%16.7%18.6%13.1%
$100,000-$149,99919.5%20.5%18.3%21.5%15.9%
$150,000 or more11.7%11.5%10.0%15.7%6.5%
■ Significantly higher than expected (std. residual ≥ 2.0) ■ Significantly lower than expected (std. residual ≤ −2.0)

Insurance Status

χ² = 68.77, df = 18, p < .001 ***
CategoryOverall %Concerned Intenders
(n=122)		Skeptical Resisters
(n=60)		Activated Preventers
(n=172)		Disengaged Non-Screeners
(n=107)
Private insurance (through employer or purchased independently)58.1%55.7%53.3%64.0%54.2%
Medicare14.8%15.6%5.0%22.1%7.5%
Medicaid / Medi-Cal12.8%13.1%13.3%5.2%24.3%
Uninsured8.7%8.2%25.0%1.7%11.2%
Military / VA / TRICARE2.2%2.5%0.0%3.5%0.9%
Medicare and Medicaid (dual eligible)2.0%3.3%1.7%1.7%0.9%
Other1.5%1.6%1.7%1.7%0.9%
■ Significantly higher than expected (std. residual ≥ 2.0) ■ Significantly lower than expected (std. residual ≤ −2.0)

Has Primary Care Doctor

χ² = 132.17, df = 9, p < .001 ***
CategoryOverall %Concerned Intenders
(n=122)		Skeptical Resisters
(n=60)		Activated Preventers
(n=172)		Disengaged Non-Screeners
(n=107)
Yes, I see them regularly (at least once a year)71.1%72.1%45.0%94.8%46.7%
Yes, but I rarely see them15.2%15.6%13.3%4.1%33.6%
No, I don't have one10.2%8.2%36.7%0.6%13.1%
I use urgent care or walk-in clinics instead of a regular doctor3.5%4.1%5.0%0.6%6.5%
■ Significantly higher than expected (std. residual ≥ 2.0) ■ Significantly lower than expected (std. residual ≤ −2.0)

Area Type

χ² = 10.40, df = 6, p = 0.109 n.s.
CategoryOverall %Concerned Intenders
(n=122)		Skeptical Resisters
(n=60)		Activated Preventers
(n=172)		Disengaged Non-Screeners
(n=107)
Suburban49.5%45.9%58.3%51.2%45.8%
Urban / large city31.9%41.0%23.3%27.3%33.6%
Rural / small town18.7%13.1%18.3%21.5%20.6%
■ Significantly higher than expected (std. residual ≥ 2.0) ■ Significantly lower than expected (std. residual ≤ −2.0)

Family History of CRC

χ² = 18.92, df = 9, p = 0.026 *
CategoryOverall %Concerned Intenders
(n=122)		Skeptical Resisters
(n=60)		Activated Preventers
(n=172)		Disengaged Non-Screeners
(n=107)
No84.8%77.0%93.3%88.4%83.2%
Yes8.9%15.6%5.0%7.6%5.6%
I'm not sure5.9%6.6%1.7%4.1%10.3%
Prefer not to say0.4%0.8%0.0%0.0%0.9%
■ Significantly higher than expected (std. residual ≥ 2.0) ■ Significantly lower than expected (std. residual ≤ −2.0)

Ever Screened for CRC

χ² = 97.40, df = 6, p < .001 ***
CategoryOverall %Concerned Intenders
(n=122)		Skeptical Resisters
(n=60)		Activated Preventers
(n=172)		Disengaged Non-Screeners
(n=107)
Yes49.2%53.3%23.3%73.8%19.6%
No49.0%44.3%73.3%25.6%78.5%
I'm not sure1.7%2.5%3.3%0.6%1.9%
■ Significantly higher than expected (std. residual ≥ 2.0) ■ Significantly lower than expected (std. residual ≤ −2.0)

Current Screening Status

χ² = 105.59, df = 15, p < .001 ***
CategoryOverall %Concerned Intenders
(n=122)		Skeptical Resisters
(n=60)		Activated Preventers
(n=172)		Disengaged Non-Screeners
(n=107)
I am up to date - I've had a colonoscopy within the last 10 years with no significant findings38.6%32.0%21.7%62.8%16.8%
I haven't reached the age to start screening yet22.8%18.0%25.0%15.1%39.3%
I am overdue - I know I should have been screened but haven't yet20.2%27.0%35.0%5.8%27.1%
I use a different screening method (e.g., annual stool test) and am up to date on that7.2%7.4%8.3%8.1%4.7%
I'm not sure5.9%8.2%8.3%1.7%8.4%
I may be due - it has been close to or more than 10 years since my last colonoscopy5.4%7.4%1.7%6.4%3.7%
■ Significantly higher than expected (std. residual ≥ 2.0) ■ Significantly lower than expected (std. residual ≤ −2.0)

Preferred Screening Test

χ² = 50.20, df = 12, p < .001 ***
CategoryOverall %Concerned Intenders
(n=122)		Skeptical Resisters
(n=60)		Activated Preventers
(n=172)		Disengaged Non-Screeners
(n=107)
A blood-based test (e.g., Shield; done at a lab; needed more frequently)49.0%41.0%50.0%41.9%69.2%
Colonoscopy (done at a clinic; can find and remove polyps; only needed every 10 years if normal)25.6%34.4%8.3%35.5%9.3%
A home stool test (e.g., FIT or Cologuard; done at home; needed more frequently)15.2%16.4%25.0%12.8%12.1%
I don't know enough to say5.9%4.9%10.0%4.7%6.5%
I don't have a preference4.3%3.3%6.7%5.2%2.8%
■ Significantly higher than expected (std. residual ≥ 2.0) ■ Significantly lower than expected (std. residual ≤ −2.0)

Aware of Blood-Based Test

χ² = 39.04, df = 6, p < .001 ***
CategoryOverall %Concerned Intenders
(n=122)		Skeptical Resisters
(n=60)		Activated Preventers
(n=172)		Disengaged Non-Screeners
(n=107)
No, I was not aware of this53.8%41.8%55.0%47.1%77.6%
Yes, I've heard about this26.2%31.1%21.7%34.3%10.3%
I may have heard something about it, but I'm not sure20.0%27.0%23.3%18.6%12.1%
■ Significantly higher than expected (std. residual ≥ 2.0) ■ Significantly lower than expected (std. residual ≤ −2.0)

Likelihood to Screen (Q9)

F = 24.66, p < .001 ***
OverallConcerned Intenders
(n=122)		Skeptical Resisters
(n=60)		Activated Preventers
(n=172)		Disengaged Non-Screeners
(n=107)
Mean2.743.592.032.702.21
1=Very Unlikely → 5=Very Likely
Concerned Intenders
3.59
Skeptical Resisters
2.03
Activated Preventers
2.70
Disengaged Non-Screeners
2.21
■ Highest segment mean ■ Lowest segment mean

Health Is a Top Priority

F = 32.09, p < .001 ***
OverallConcerned Intenders
(n=122)		Skeptical Resisters
(n=60)		Activated Preventers
(n=172)		Disengaged Non-Screeners
(n=107)
Mean4.414.364.284.803.93
1=Strongly Disagree → 5=Strongly Agree (higher = more health-positive)
Concerned Intenders
4.36
Skeptical Resisters
4.28
Activated Preventers
4.80
Disengaged Non-Screeners
3.93
■ Highest segment mean ■ Lowest segment mean

Proactive About Health

F = 79.00, p < .001 ***
OverallConcerned Intenders
(n=122)		Skeptical Resisters
(n=60)		Activated Preventers
(n=172)		Disengaged Non-Screeners
(n=107)
Mean3.983.983.834.643.00
1=Strongly Disagree → 5=Strongly Agree (higher = more health-positive)
Concerned Intenders
3.98
Skeptical Resisters
3.83
Activated Preventers
4.64
Disengaged Non-Screeners
3.00
■ Highest segment mean ■ Lowest segment mean

Does Not Put Off Medical Appointments

F = 87.70, p < .001 ***
OverallConcerned Intenders
(n=122)		Skeptical Resisters
(n=60)		Activated Preventers
(n=172)		Disengaged Non-Screeners
(n=107)
Mean3.282.803.154.322.23
1=Strongly Disagree → 5=Strongly Agree (higher = more health-positive)
Concerned Intenders
2.80
Skeptical Resisters
3.15
Activated Preventers
4.32
Disengaged Non-Screeners
2.23
■ Highest segment mean ■ Lowest segment mean

A Lot I Can Do About Cancer

F = 19.59, p < .001 ***
OverallConcerned Intenders
(n=122)		Skeptical Resisters
(n=60)		Activated Preventers
(n=172)		Disengaged Non-Screeners
(n=107)
Mean3.773.833.634.153.16
1=Strongly Disagree → 5=Strongly Agree (higher = more health-positive)
Concerned Intenders
3.83
Skeptical Resisters
3.63
Activated Preventers
4.15
Disengaged Non-Screeners
3.16
■ Highest segment mean ■ Lowest segment mean

Worries a Lot About Cancer

F = 22.78, p < .001 ***
OverallConcerned Intenders
(n=122)		Skeptical Resisters
(n=60)		Activated Preventers
(n=172)		Disengaged Non-Screeners
(n=107)
Mean3.013.762.502.742.85
1=Strongly Disagree → 5=Strongly Agree (higher = more health-positive)
Concerned Intenders
3.76
Skeptical Resisters
2.50
Activated Preventers
2.74
Disengaged Non-Screeners
2.85
■ Highest segment mean ■ Lowest segment mean

Does Not Rely on Doctor to Prompt Tests

F = 32.06, p < .001 ***
OverallConcerned Intenders
(n=122)		Skeptical Resisters
(n=60)		Activated Preventers
(n=172)		Disengaged Non-Screeners
(n=107)
Mean2.732.683.932.662.21
1=Strongly Disagree → 5=Strongly Agree (higher = more health-positive)
Concerned Intenders
2.68
Skeptical Resisters
3.93
Activated Preventers
2.66
Disengaged Non-Screeners
2.21
■ Highest segment mean ■ Lowest segment mean

Trusts Doctor's Screening Recommendations

F = 99.20, p < .001 ***
OverallConcerned Intenders
(n=122)		Skeptical Resisters
(n=60)		Activated Preventers
(n=172)		Disengaged Non-Screeners
(n=107)
Mean4.074.152.624.484.16
1=Strongly Disagree → 5=Strongly Agree (higher = more health-positive)
Concerned Intenders
4.15
Skeptical Resisters
2.62
Activated Preventers
4.48
Disengaged Non-Screeners
4.16
■ Highest segment mean ■ Lowest segment mean

People Close to Me Expect CRC Screening

F = 65.70, p < .001 ***
OverallConcerned Intenders
(n=122)		Skeptical Resisters
(n=60)		Activated Preventers
(n=172)		Disengaged Non-Screeners
(n=107)
Mean3.724.212.424.163.17
1=Strongly Disagree → 5=Strongly Agree (higher = more health-positive)
Concerned Intenders
4.21
Skeptical Resisters
2.42
Activated Preventers
4.16
Disengaged Non-Screeners
3.17
■ Highest segment mean ■ Lowest segment mean

Cancer Concern (Q23)

F = 81.16, p < .001 ***
OverallConcerned Intenders
(n=122)		Skeptical Resisters
(n=60)		Activated Preventers
(n=172)		Disengaged Non-Screeners
(n=107)
Mean2.273.191.732.091.81
1=Not at All Concerned → 5=Very Concerned
Concerned Intenders
3.19
Skeptical Resisters
1.73
Activated Preventers
2.09
Disengaged Non-Screeners
1.81
■ Highest segment mean ■ Lowest segment mean

Screening Knowledge Confidence (Q25)

F = 76.32, p < .001 ***
OverallConcerned Intenders
(n=122)		Skeptical Resisters
(n=60)		Activated Preventers
(n=172)		Disengaged Non-Screeners
(n=107)
Mean2.642.782.603.061.82
1=Not Confident → 4=Very Confident
Concerned Intenders
2.78
Skeptical Resisters
2.60
Activated Preventers
3.06
Disengaged Non-Screeners
1.82
■ Highest segment mean ■ Lowest segment mean

Avg. Test Willingness (Q19)

F = 61.74, p < .001 ***
OverallConcerned Intenders
(n=122)		Skeptical Resisters
(n=60)		Activated Preventers
(n=172)		Disengaged Non-Screeners
(n=107)
Mean4.074.343.024.413.81
1=Very Unwilling → 5=Very Willing
Concerned Intenders
4.34
Skeptical Resisters
3.02
Activated Preventers
4.41
Disengaged Non-Screeners
3.81
■ Highest segment mean ■ Lowest segment mean

Avg. Barrier Level (Q21)

F = 64.13, p < .001 ***
OverallConcerned Intenders
(n=122)		Skeptical Resisters
(n=60)		Activated Preventers
(n=172)		Disengaged Non-Screeners
(n=107)
Mean2.543.032.741.972.81
1=Not a Barrier → 5=Major Barrier
Concerned Intenders
3.03
Skeptical Resisters
2.74
Activated Preventers
1.97
Disengaged Non-Screeners
2.81
■ Highest segment mean ■ Lowest segment mean

Personal Lifetime Risk Perception (Q12)

F = 23.40, p < .001 ***
OverallConcerned Intenders
(n=122)		Skeptical Resisters
(n=60)		Activated Preventers
(n=172)		Disengaged Non-Screeners
(n=107)
Mean2.483.292.082.202.24
1=Very Unlikely → 5=Very Likely
Concerned Intenders
3.29
Skeptical Resisters
2.08
Activated Preventers
2.20
Disengaged Non-Screeners
2.24
■ Highest segment mean ■ Lowest segment mean

Survey Instrument

Full question text as presented to respondents. Response options shown for each item. Matrix questions are grouped under a shared stem.

Section 1 — Screening History & Behavior
Q3
Have you ever been screened for colorectal cancer (also called colon cancer)?
  • Yes
  • No
  • I'm not sure
Q4
Which of the following colorectal cancer screening tests have you ever had? Select all that apply.
  • Colonoscopy (a camera exam done at a clinic under sedation)
  • FIT (fecal immunochemical test — home stool test)
  • gFOBT (guaiac fecal occult blood test — home stool test)
  • Cologuard (home stool DNA test)
  • CT colonography / virtual colonoscopy
  • Flexible sigmoidoscopy (a shorter scope exam of the lower colon)
  • Blood-based screening test (e.g., Shield)
  • I've been screened but I'm not sure which test
Q5
Which of the following was your most recent colorectal cancer screening test?
  • Colonoscopy (a camera exam done at a clinic under sedation)
  • FIT (fecal immunochemical test — home stool test)
  • gFOBT (guaiac fecal occult blood test — home stool test)
  • Cologuard (home stool DNA test)
  • CT colonography / virtual colonoscopy
  • Flexible sigmoidoscopy (a shorter scope exam of the lower colon)
  • Blood-based screening test (e.g., Shield)
  • I've been screened but I'm not sure which test
Q6
How long ago was your most recent colorectal cancer screening?
  • Less than 1 year ago
  • 1–2 years ago
  • 3–4 years ago
  • 5–9 years ago
  • 10 or more years ago
Q7
How did you come to get your most recent colorectal cancer screening?
  • My doctor recommended or ordered it
  • It was a routine part of a health visit
  • I asked my doctor because I had reached the recommended screening age
  • A family member or friend encouraged me
  • I ordered a home test on my own (e.g., Cologuard, FIT)
  • My health insurance covered it and I scheduled it proactively
Q8
Which of the following best describes your current colorectal cancer screening status?
  • I am up to date — I've had a colonoscopy within the last 10 years with no significant findings
  • I use a different screening method (e.g., annual stool test) and am up to date on that
  • I may be due — it has been close to or more than 10 years since my last colonoscopy
  • I am overdue — I know I should have been screened but haven't yet
  • I haven't reached the age to start screening yet
  • I'm not sure
Q9
How likely are you to schedule a colorectal cancer screening in the next 12 months?
  • Very likely
  • Somewhat likely
  • Neither likely nor unlikely
  • Somewhat unlikely
  • Very unlikely
Q10
Have you discussed colorectal cancer screening with your primary care doctor or another healthcare provider in the past 2 years?
  • Yes, and they recommended I schedule a colonoscopy
  • Yes, and they recommended a different screening method instead (e.g., stool test)
  • No, I haven't discussed it
  • I don't have a primary care doctor
Q24
In the past year, have you done any of the following for preventive health reasons (not because you were already sick)? Select all that apply.

Multi-select — options included annual physical, dental visit, eye exam, flu shot, cancer screening, etc.

Q31
In the past 6 months, have you seen, heard, or read any information about colorectal cancer or colorectal cancer screening?
  • Yes, quite a bit
  • Yes, a little
  • No
  • I'm not sure
Q32
Where do you typically get information about health screenings such as colorectal cancer screening? Select all that apply.

Multi-select — options included doctor/provider, internet/websites, social media, TV/radio, family/friends, printed materials, employer/insurance, community organizations.

Section 2 — Health Attitudes
Please indicate how much you agree or disagree with each of the following statements.
Strongly DisagreeSomewhat DisagreeNeitherSomewhat AgreeStrongly Agree
Q11_1
Taking care of my health is one of my top priorities.
Q11_2
I consider myself a proactive person when it comes to my health.
Q11_3
I often put off medical appointments even when I know I should go. reverse-scored
Q11_4
Getting cancer is mostly a matter of luck or genetics — there is not much I can do to prevent it. reverse-scored
Q11_5
I worry a lot about getting cancer.
Q11_6
Select "Somewhat Disagree" as your answer to this question. attention check — excluded from analysis
Q11_7
I rely on my doctor to tell me when I need health tests rather than seeking them out on my own. reverse-scored
Q11_8
I trust my doctor's recommendations about what cancer screenings I should get.
Q11_9
The people I am closest to would expect me to get screened for colon cancer.
Section 3 — Risk Perception & Concern
Q12
How likely do you think it is that you personally will develop colorectal cancer at some point in your lifetime?
  • Very likely
  • Somewhat likely
  • Somewhat unlikely
  • Very unlikely
  • I don't know
Q13
Compared to the average person your age, how would you rate your personal risk of developing colorectal cancer?
  • Much higher than average
  • Somewhat higher than average
  • About the same as average
  • Somewhat lower than average
  • Much lower than average
Q14
In general, how would you rate your overall health?
  • Excellent
  • Very good
  • Good
  • Fair
  • Poor
Q23
How concerned are you personally about developing colorectal cancer?
  • Very concerned
  • Somewhat concerned
  • Slightly concerned
  • Not at all concerned
Q25
How confident are you in your knowledge of colorectal cancer screening guidelines?
  • Very confident
  • Somewhat confident
  • Not very confident
  • Not at all confident
Section 4 — Test Awareness & Preferences
Q15
Were you aware that there is now a blood-based test that can screen for colorectal cancer without a colonoscopy or stool sample?
  • Yes, I've heard about this
  • I may have heard something about it, but I'm not sure
  • No, I was not aware of this
Q16
All else being equal, if you could choose any of the following colorectal cancer screening options, which would you prefer?
  • Colonoscopy (done at a clinic; can find and remove polyps; only needed every 10 years if normal)
  • A home stool test (e.g., FIT or Cologuard; done at home; needed more frequently)
  • A blood-based test (e.g., Shield; done at a lab; needed more frequently)
  • I don't have a preference
  • I don't know enough to say
Q17 — How appealing does each of the following colorectal cancer screening tests seem to you as a personal screening option?
Not at all appealingSlightly appealingModerately appealingVery appealingExtremely appealing
Q17_1
Colonoscopy (clinic-based, under sedation, every 10 years if normal)
Q17_2
FIT (home stool test, done annually)
Q17_3
Cologuard (home stool DNA test, every 1–3 years)
Q17_4
Blood-based screening test (e.g., Shield, done at a lab)
Q18 — How much do you trust each of the following colorectal cancer screening tests to accurately detect cancer?
Don't trust at allSlightly trustModerately trustMostly trustCompletely trust
Q18_1
Colonoscopy
Q18_2
FIT (home stool test)
Q18_3
Cologuard (home stool DNA test)
Q18_4
Blood-based screening test (e.g., Shield)
Q19 — How willing would you be to use each of the following colorectal cancer screening tests if recommended by your doctor?
Very unwillingSomewhat unwillingNeutralSomewhat willingVery willing
Q19_1
Colonoscopy
Q19_2
FIT (home stool test)
Q19_3
Cologuard (home stool DNA test)
Q19_4
Blood-based screening test (e.g., Shield)
Section 5 — Screening Factors & Barriers
Q20 — How important is each of the following to you personally when choosing a colorectal cancer screening test?
Not at all importantSlightly importantModerately importantVery importantExtremely important
Q20_1
Accuracy / ability to detect cancer early
Q20_2
Convenience (easy to do, fits into my schedule)
Q20_3
Privacy (being able to do the test at home)
Q20_4
Not needing to do bowel prep
Q20_5
Doctor recommendation
Q20_6
Cost / insurance coverage
Q21 — Regardless of whether you have been screened, how much of a barrier would each of the following be for you in getting a colonoscopy?
Not a barrier at allMinor barrierModerate barrierSignificant barrierMajor barrier
Q21_1
Out-of-pocket cost or concern about insurance coverage
Q21_2
Concerns about pain or discomfort during the procedure
Q21_3
Embarrassment or discomfort with the nature of the test
Q21_4
Difficulty scheduling an appointment
Q21_5
Having to do bowel preparation (drinking laxative solution the day before)
Q21_6
Fear of finding out I have cancer
Q21_7
Lack of time
Q22
Which of the following would make it easier or more likely for you to get a colorectal cancer screening? Select all that apply.

Multi-select — options included doctor recommendation, cost coverage, home test option, scheduling assistance, family encouragement, educational information, reminder system, etc.

Section 6 — Clinical History
Q26
Have you ever been diagnosed with colorectal cancer?
  • Yes (if yes, enter approximate age at diagnosis)
  • No
Q27
Have you ever been told you have pre-cancerous polyps in your colon or rectum?
  • Yes
  • No
  • I'm not sure
Q28
Have you ever been diagnosed with inflammatory bowel disease (Crohn's disease or ulcerative colitis) or Lynch syndrome or another hereditary colorectal cancer syndrome?
  • Yes (if yes, enter approximate age of diagnosis)
  • No
  • I'm not sure
Q29
Have any of your first-degree relatives (parent, sibling, or child) been diagnosed with colorectal cancer?
  • Yes
  • No
  • I'm not sure
  • Prefer not to say
Q30
Has knowing about your family member's colorectal cancer diagnosis made you more likely to seek screening yourself?
  • Yes, significantly more likely
  • Yes, somewhat more likely
  • No, it hasn't changed my likelihood of getting screened
  • No, I'm still unlikely to get screened
Section 7 — Demographics
Q34
What is your age?
  • 30–34
  • 35–39
  • 40–44
  • 45–49
  • 50–54
  • 55–59
  • 60–64
  • 65–69
  • 70–75
Q35
What is your gender?
  • Female
  • Male
  • Non-binary / gender non-conforming
  • Prefer not to say
Q36
Which of the following best describes your race or ethnicity? Select all that apply.

Multi-select — options included White/Caucasian, Black/African American, Hispanic/Latino, Asian/Asian American, Native American/Alaska Native, Pacific Islander, Middle Eastern/North African, Multiracial, Other, Prefer not to say.

Q37
What is the highest level of education you have completed?
  • Less than high school
  • High school diploma or GED
  • Some college, no degree
  • Associate degree
  • Bachelor's degree
  • Graduate or professional degree (Master's, PhD, MD, JD, etc.)
Q38
What is your annual household income before taxes?
  • Less than $25,000
  • $25,000–$49,999
  • $50,000–$74,999
  • $75,000–$99,999
  • $100,000–$149,999
  • $150,000 or more
Q39
What is your current health insurance status?
  • Private insurance (through employer or purchased independently)
  • Medicare
  • Medicaid / Medi-Cal
  • Medicare and Medicaid (dual eligible)
  • Military / VA / TRICARE
  • Other
  • Uninsured
Q40
Do you have a primary care doctor or regular healthcare provider?
  • Yes, I see them regularly (at least once a year)
  • Yes, but I rarely see them
  • I use urgent care or walk-in clinics instead of a regular doctor
  • No, I don't have one
Q41
Do you currently have a gastroenterologist you have visited at least once within the last 5 years?
  • Yes
  • No
Q42
Which best describes the area where you live?
  • Urban / large city
  • Suburban
  • Rural / small town
Q43
What is your current home ZIP code? (Kept confidential and used only to understand geographic patterns in responses.)