2,  It is recommended that consideration be given to setting up a smaller
    scale consumer population to be run parallel to the current switching
    index, wftb the important difference that this population be retained
    as a cohort to allow time series sampling rrecn the same individuals,
    from this it will be possible to trace smoker career pathways through
    the market ('truel switching data),

3,  All attributes for the brand image battery should ideally be
    reconsidered by generating material fccn consumer groups using a
    combination of individual repertory grid interviews and Foup
    consensus sessions, Subsequent data analysislpresentation frcm
    surveys would be Featly simplified by a three way classification of
    vocabulary into a) general image items b) expected smoker image and
    c] expected Sloke character image, Additionally, the use of principal
    emponents mapping both for Be general population and segmented by
    brand smoker would be valuable,

4,  The Wills smoking and health battery now incorporates measures of past
    quitting attempts and current desire to quit, Tnese questions can be
    used to allow Je~entation by cognitive dissoFance to a model allowing
    predictive relationships between attitudes, cognitive dfJJoMnce and
    swi'ccbinglquitting behaviours to be outlined, The general statistical
    model used in this instance would be AID (a fox or discriminant
    a~alysis) ,


~BBgET RESFAR~flSE~HHIPrLES FnBEUr(JRE_COISU)F~~BTION

i,  eoajbint benefit se~entatf6n la useful procedure for identifying
    novel product propositions and modelling the consumer chafee process
    against contrasting requirements for particular product
    attrfbutesllwels,

2,  Trinodal positioning mapping · a valuable tool for evaluating the
    'fft' of brand and advertising imagery in conjunction with product
    preference data, Particularly applicable to problems of advertising
    repositioning,

3~  Optimfsing se~nentatian strategy - not strictly a method, but a         ~C
    philosophy of segentatfon based on a commitment to relate
    *gntation targtting for rev brand developments td analysis of W
    sepent profitability,

   4. Complentlai xpntatln- a nH Fncnllan segeatatlon ttcha~uc
      uhfo~ fs neither a- priori or past hbc, rut Jreh to preduce
      wgacllts based an aptinum fit of cablncl wnsuaer ciapdlieation eel
      product acceptancelrejeccion behaviour,


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