Together Against Cancer: A Strategy Rooted in Experience
How do you ground a strategy in the experiences of the people it is intended to serve? INVI has mapped out the perspectives of key target groups and translated them into a shared knowledge base for the Danish Cancer Society’s strategic work.
Period: 2025
Partner: Danish Cancer Society
The project in 5 points:
1,344 patients, family members, members, volunteers, and staff contributed over 7,400 qualitative insights
The analysis identified both areas of consensus and key points of contention regarding the Danish Cancer Society’s work
The insights formed the basis for a strategic workshop with the Danish Cancer Society’s executive team
The results were presented to both the Danish Cancer Society’s Executive Board and its entire management team
In addition, target-group-specific reports were prepared, providing specific insights for each group
About the project
INVI has carried out an analysis project for the Danish Cancer Society with the aim of strengthening the organization’s strategic work by drawing on insights from those closest to the cause of cancer.
The project involved patients, family members, members, volunteers, and staff, and gathered over 7,400 qualitative insights. Based on this, we developed a comprehensive overview of how different groups perceive the organization’s current work and view future initiatives. The analysis highlighted both common trends and key differences in perspectives. This provided the Danish Cancer Society with a more nuanced basis for decision-making and made it possible to identify where the strategy could be adjusted or strengthened.
The insights were directly applied in a strategic workshop with the executive team, where the discussion was based on specific quotes and patterns identified in the analysis. The results were subsequently presented to both the board of directors and the entire management team.
At the same time, separate analyses were conducted for each target group. This provided further insight into the different needs, experiences, and priorities across the organization.
How we did it
We used the wicked Model to identify patterns, differences, and tensions in the many thousands of pieces of input we collected.
You can read more about the methodology behind the Model for wicked here.
The project can be divided into three parts:
Mapping perspectives: We collected input from 1,344 participants through open-ended surveys to gain a broad and unfiltered insight into their experiences and attitudes.
Analysis of patterns and differences: The data was analyzed with a focus on both common understandings and key differences between the target groups.
The analysis was distilled into 20 key insights, among other things.Putting insights into action: The insights were actively utilized in a strategic workshop, where the Danish Cancer Society’s executive team worked directly with the findings as input for the strategy.
Dissemination and follow-up work
The results were presented to the Danish Cancer Society’s Executive Board and the entire management team and formed a central part of the work on the“Together Against Cancer” strategy, which was published in 2026.
You can find the final strategy here.
Our team
Sofie Burgos-Thorsen (Project Manager)
Mads Højmark Pedersen
Anna Shams Ili