CRC Screening Survey — Analysis Report

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)

84.8%

Yes

8.9%

I'm not sure

5.9%

Prefer not to say

0.4%

Pre-Cancerous Polyps (Q27)

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

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%

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.

Feature	Overall Mean	Concerned 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.

Outcome	Concerned Intenders n=122	Skeptical Resisters n=60	Activated Preventers n=172	Disengaged Non-Screeners n=107
Ever Screened	53.3%	23.3%	73.8%	19.6%
Currently Up to Date	39.4%	30.0%	70.9%	21.5%
Likely to Screen (Next 12 mo.)	0.0%	0.0%	0.0%	0.0%
Prefers Blood-Based Test	41.0%	50.0%	41.9%	69.2%
Aware of Blood-Based Test	31.1%	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 Intenders	Skeptical Resisters	Activated Preventers	Disengaged 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

Compare how segments differ on any demographic, behavioral, or attitudinal variable. Select a variable from the dropdown — the table updates instantly. Teal cells are significantly higher than expected; orange cells are significantly lower. Scaled variables show segment means with one-way ANOVA significance.

Compare segments by:

Race / Ethnicity

Multi-select; % within each segment (may exceed 100%). Significance test not applicable to multi-select variables.

Category	Overall %	Concerned Intenders (n=122)	Skeptical Resisters (n=60)	Activated Preventers (n=172)	Disengaged Non-Screeners (n=107)
White / Caucasian	62.7%	59.0%	61.7%	65.7%	62.6%
Black or African American	23.6%	25.4%	25.0%	23.3%	21.5%
Hispanic or Latino/a/x	21.9%	23.8%	23.3%	16.9%	27.1%
American Indian or Alaska Native	0.9%	0.8%	1.7%	0.6%	0.9%
Native Hawaiian or Pacific Islander	0.2%	0.0%	1.7%	0.0%	0.0%
Multiracial	0.2%	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.

Category	Overall %	Concerned Intenders (n=122)	Skeptical Resisters (n=60)	Activated Preventers (n=172)	Disengaged Non-Screeners (n=107)
My doctor or healthcare provider	68.3%	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 friends	20.6%	28.7%	18.3%	14.5%	22.4%
Health insurance materials	19.5%	24.6%	15.0%	23.3%	10.3%
TV	17.8%	18.9%	20.0%	19.2%	13.1%
radio	17.8%	18.9%	20.0%	19.2%	13.1%
or streaming service	17.8%	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 information	12.6%	8.2%	25.0%	3.5%	25.2%

Age

χ² = 38.50, df = 21, p = 0.011 *

Category	Overall %	Concerned Intenders (n=118)	Skeptical Resisters (n=58)	Activated Preventers (n=153)	Disengaged Non-Screeners (n=107)
30-34	15.8%	13.6%	19.0%	9.2%	26.2%
35-39	11.9%	13.6%	8.6%	9.8%	15.0%
40-44	14.0%	12.7%	19.0%	11.1%	16.8%
45-49	10.3%	12.7%	13.8%	8.5%	8.4%
50-54	14.2%	13.6%	17.2%	14.4%	13.1%
55-59	14.4%	16.9%	6.9%	18.3%	10.3%
60-64	10.6%	8.5%	10.3%	15.7%	5.6%
65-69	8.7%	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.

Category	Overall %	Concerned Intenders (n=122)	Skeptical Resisters (n=60)	Activated Preventers (n=172)	Disengaged Non-Screeners (n=107)
Female	51.0%	50.8%	58.3%	50.6%	47.7%
Male	48.6%	49.2%	41.7%	48.8%	51.4%
Non-binary / gender non-conforming	0.4%	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 *

Category	Overall %	Concerned Intenders (n=122)	Skeptical Resisters (n=60)	Activated Preventers (n=172)	Disengaged Non-Screeners (n=107)
Less than high school	0.2%	0.0%	1.7%	0.0%	0.0%
High school diploma or GED	14.5%	12.3%	18.3%	12.2%	18.7%
Some college, no degree	17.6%	15.6%	20.0%	15.7%	21.5%
Associate degree	10.8%	13.9%	8.3%	9.3%	11.2%
Bachelor's degree	35.8%	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.

Category	Overall %	Concerned Intenders (n=122)	Skeptical Resisters (n=60)	Activated Preventers (n=172)	Disengaged Non-Screeners (n=107)
Less than $25,000	10.2%	10.7%	11.7%	7.0%	14.0%
$25,000-$49,999	18.9%	21.3%	18.3%	13.4%	25.2%
$50,000-$74,999	23.6%	21.3%	25.0%	23.8%	25.2%
$75,000-$99,999	16.1%	14.8%	16.7%	18.6%	13.1%
$100,000-$149,999	19.5%	20.5%	18.3%	21.5%	15.9%
$150,000 or more	11.7%	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 ***

Category	Overall %	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%
Medicare	14.8%	15.6%	5.0%	22.1%	7.5%
Medicaid / Medi-Cal	12.8%	13.1%	13.3%	5.2%	24.3%
Uninsured	8.7%	8.2%	25.0%	1.7%	11.2%
Military / VA / TRICARE	2.2%	2.5%	0.0%	3.5%	0.9%
Medicare and Medicaid (dual eligible)	2.0%	3.3%	1.7%	1.7%	0.9%
Other	1.5%	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 ***

Category	Overall %	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 them	15.2%	15.6%	13.3%	4.1%	33.6%
No, I don't have one	10.2%	8.2%	36.7%	0.6%	13.1%
I use urgent care or walk-in clinics instead of a regular doctor	3.5%	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.

Category	Overall %	Concerned Intenders (n=122)	Skeptical Resisters (n=60)	Activated Preventers (n=172)	Disengaged Non-Screeners (n=107)
Suburban	49.5%	45.9%	58.3%	51.2%	45.8%
Urban / large city	31.9%	41.0%	23.3%	27.3%	33.6%
Rural / small town	18.7%	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 *

Category	Overall %	Concerned Intenders (n=122)	Skeptical Resisters (n=60)	Activated Preventers (n=172)	Disengaged Non-Screeners (n=107)
No	84.8%	77.0%	93.3%	88.4%	83.2%
Yes	8.9%	15.6%	5.0%	7.6%	5.6%
I'm not sure	5.9%	6.6%	1.7%	4.1%	10.3%
Prefer not to say	0.4%	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 ***

Category	Overall %	Concerned Intenders (n=122)	Skeptical Resisters (n=60)	Activated Preventers (n=172)	Disengaged Non-Screeners (n=107)
Yes	49.2%	53.3%	23.3%	73.8%	19.6%
No	49.0%	44.3%	73.3%	25.6%	78.5%
I'm not sure	1.7%	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 ***

Category	Overall %	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 findings	38.6%	32.0%	21.7%	62.8%	16.8%
I haven't reached the age to start screening yet	22.8%	18.0%	25.0%	15.1%	39.3%
I am overdue - I know I should have been screened but haven't yet	20.2%	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 that	7.2%	7.4%	8.3%	8.1%	4.7%
I'm not sure	5.9%	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 colonoscopy	5.4%	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 ***

Category	Overall %	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 say	5.9%	4.9%	10.0%	4.7%	6.5%
I don't have a preference	4.3%	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 ***

Category	Overall %	Concerned Intenders (n=122)	Skeptical Resisters (n=60)	Activated Preventers (n=172)	Disengaged Non-Screeners (n=107)
No, I was not aware of this	53.8%	41.8%	55.0%	47.1%	77.6%
Yes, I've heard about this	26.2%	31.1%	21.7%	34.3%	10.3%
I may have heard something about it, but I'm not sure	20.0%	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 ***

	Overall	Concerned Intenders (n=122)	Skeptical Resisters (n=60)	Activated Preventers (n=172)	Disengaged Non-Screeners (n=107)
Mean	2.74	3.59	2.03	2.70	2.21

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 ***

	Overall	Concerned Intenders (n=122)	Skeptical Resisters (n=60)	Activated Preventers (n=172)	Disengaged Non-Screeners (n=107)
Mean	4.41	4.36	4.28	4.80	3.93

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 ***

	Overall	Concerned Intenders (n=122)	Skeptical Resisters (n=60)	Activated Preventers (n=172)	Disengaged Non-Screeners (n=107)
Mean	3.98	3.98	3.83	4.64	3.00

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 ***

	Overall	Concerned Intenders (n=122)	Skeptical Resisters (n=60)	Activated Preventers (n=172)	Disengaged Non-Screeners (n=107)
Mean	3.28	2.80	3.15	4.32	2.23

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 ***

	Overall	Concerned Intenders (n=122)	Skeptical Resisters (n=60)	Activated Preventers (n=172)	Disengaged Non-Screeners (n=107)
Mean	3.77	3.83	3.63	4.15	3.16

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 ***

	Overall	Concerned Intenders (n=122)	Skeptical Resisters (n=60)	Activated Preventers (n=172)	Disengaged Non-Screeners (n=107)
Mean	3.01	3.76	2.50	2.74	2.85

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 ***

	Overall	Concerned Intenders (n=122)	Skeptical Resisters (n=60)	Activated Preventers (n=172)	Disengaged Non-Screeners (n=107)
Mean	2.73	2.68	3.93	2.66	2.21

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 ***

	Overall	Concerned Intenders (n=122)	Skeptical Resisters (n=60)	Activated Preventers (n=172)	Disengaged Non-Screeners (n=107)
Mean	4.07	4.15	2.62	4.48	4.16

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 ***

	Overall	Concerned Intenders (n=122)	Skeptical Resisters (n=60)	Activated Preventers (n=172)	Disengaged Non-Screeners (n=107)
Mean	3.72	4.21	2.42	4.16	3.17

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 ***

	Overall	Concerned Intenders (n=122)	Skeptical Resisters (n=60)	Activated Preventers (n=172)	Disengaged Non-Screeners (n=107)
Mean	2.27	3.19	1.73	2.09	1.81

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 ***

	Overall	Concerned Intenders (n=122)	Skeptical Resisters (n=60)	Activated Preventers (n=172)	Disengaged Non-Screeners (n=107)
Mean	2.64	2.78	2.60	3.06	1.82

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 ***

	Overall	Concerned Intenders (n=122)	Skeptical Resisters (n=60)	Activated Preventers (n=172)	Disengaged Non-Screeners (n=107)
Mean	4.07	4.34	3.02	4.41	3.81

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 ***

	Overall	Concerned Intenders (n=122)	Skeptical Resisters (n=60)	Activated Preventers (n=172)	Disengaged Non-Screeners (n=107)
Mean	2.54	3.03	2.74	1.97	2.81

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 ***

	Overall	Concerned Intenders (n=122)	Skeptical Resisters (n=60)	Activated Preventers (n=172)	Disengaged Non-Screeners (n=107)
Mean	2.48	3.29	2.08	2.20	2.24

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

Have you ever been screened for colorectal cancer (also called colon cancer)?

Yes
No
I'm not sure

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

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

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

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

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

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?

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.)