Many Singaporeans do not undertake screenings consistent with recommended guidelines. The aim of this study is to improve our understanding of key factors that guide the decision of whether or not to use cancer screening services and determine how to cost-effectively increase the reach of the programs. We are conducting focus groups in order to identify the key factors that drive the decision to attend a screening exam. Conjoint analysis methods will then be used to estimate the relative importance of each of these factors and the extent to which modest incentives, targeted information and other strategies identified via the focus groups are expected to increase screening uptake. We are also giving special attention to the identification of potential knowledge gaps and misconceptions about cancer screening.