Table 2.

Brand transformation exercise, detailing patient insight, desired transformation and what they need to know/believe to achieve this

[A] Patient insight at diagnosis	[B] Desired transformation	[C] Reasons to believe
How patients feel at diagnosis	How we want patients to feel when they hear about the study	What young people need to know in order to get from A to B
Apprehensive	‘Want to be part of this!’	Aims and objectives of study
Apprehensive	Comforted	Approachable
Confused	Feel like their views are important	Approachable
Curious	Feel wanted – take part in national study	Communication – telephone, email etc.
Depressed	Feeling safe [details about them in study are confidential]	Getting answer
Eager	Helped	Groovy updates
Feelings at Diagnosis	Hope	Hope
Frustrated	Interested	How will it help?
Hope	Intrigued	Inclusive
Horror	Making a difference	Info about survival
In denial	Open	Inspired
Lonely	Part of the future	Longer term
Lost	Positive	Meet people like you
Not interested	Secure [non-isolated]	Not to be alone
Not interested [in study]	Sense of helpfulness	Notice boards
Outcast	Supported	Persuasive
Over loaded	To be driven	Point of contact
Over loaded	To be focussed	Regular newsletter
Over whelmed	To get involved	Simple
Pressured	Want to be part of it, want to make a difference	Something to look forward to
Hurt		Survival
Relieved [answer]		User friendly
Scared		Website
Shocked		Welcome packs
Unknown/uncertainty		What will it achieve?
Unlucky		You’re not on your own
Upset
Why

Duplicate entries are where more than one Group cited this emotion.