Can we understand and improve poorer cancer survival in rural-dwellers?

In this article, the concept of geographical cancer equality is described and strong evidence that rural populations have poorer cancer outcomes is highlighted. Currently, hard evidence is lacking for what causes poorer outcomes in rural populations with cancer, and this hinders efforts to address this striking health inequality. Current trends in ‘big data’ science and systems to assess the quality of universities’ research output could discourage the very kind of research that will truly discover why rural communities fare worse with cancer. Smaller local studies, employing mixed research methods and using technology in innovative ways, offer the way forward and will signpost policies and interventions with real potential to redress urban–rural cancer inequality.