Earlier diagnosis of symptomatic cancer has become increasingly recognised as holding the key to better cancer outcomes. Many Western governments have prioritised actions to achieve earlier diagnosis of cancer. England revised its cancer policy in 2007 to address this, with a National Awareness and Early Diagnosis Initiative (NAEDI) to drive forward research, development, and service improvement. Actions to improve care in England were led by the National Cancer Action Team (NCAT) through Cancer Networks (now NHS Improving Quality and Strategic Clinical Networks), with GP cancer leads playing a key role to influence general practices. Public awareness of cancer has been raised through a sustained programme of media campaigns, currently led by Public Health England. The purpose of this article is to show how research to improve diagnosis of symptomatic cancer undertaken by the authors, together and in collaboration with others, has influenced policy and practice. Close engagement with the research community has been a feature of NAEDI throughout, and the research of this collaborative group has been supported via a designated NAEDI funding stream, through an National Institute for Health Research funded programme grant (DISCOVERY), and through the Department of Health’s Policy Research Unit for Cancer Awareness, Screening and Early Diagnosis.