aar ~ /r PA A ~/ z/9 r~e~p~ in ~LLe dGLt ~!! ·~ I·I a kIL ~~~~ylll STRICTLY CONFIDENTrAlP VISIT REPORT: IT1, CANAOA ~TES: 9a·10TH JULI 1985 cnJrcTIVES: (i) To cri tlcally review draft questionnaire desf gn for Project VIKING (2) To participate In a one-day synecticl session designed to generate (1) product perception attributes for use in the questionnaire and (b) novel altcmatlve product concepts for use in an additional concept testing phase of Project VIKING BACKGROVND project YIKING was initiated In early 1985 under the auspices of Wayne Knox, with broad objectives as follows: t To eharacterise the Canadian market with respect to smoking and health and social pressure attitudes and motivations, 2, To examine relative perceptions of product classes within the tobacco category (e,g, cigarettes, cigars, pipes, snuff, etc,), 3, To examine consumer perception of the tobacco pradvet~catcgo~ relative to other product categories (e,g, food, alcoholic drink, personal accelsorlcs, etc,), a, Taev~uate potential consumer response to radical alternative presentations of the tobacco product, Implied In this approach Is In attempt to provide a prognosis of the future Canadian tobacco market, Phllosophlcally, the approach differs from the 6160e LIBIYARIES/I~IIEPS work In two respects: ·~ (1~ ~ N~INERS is designed around the contention that, to fuiiy understand the relationship between attitudes and khavlours In the marketplace (I,e, ~ulttlng and switching), It Is necessary to monitor the same Group of people across time, YIKING takes the alternative route ~f using a targe population in a "slngle shot" model, (2) Whereas VIKING Is essentially a prognostic Indicator with an emphasis on seeking new product categories, MARINERS Is aimed at developing lore refined and predictive consumer segmentation models to ilprove share within a conventional cigarette marketing scenarln, prior to )layne Knox joining Hardees, the agreed budget for YIKIWG was In the order of 300,ODO~Clnadlan Oollars, Bob Bexon nor assumes executive responsibility for the project snd the budgctlS still ~~~neb pending 1 feasibility review, O ClibPDF - v~~fastio.soni ·2· OUTCOME OF CURRENT MEETING i, PUESTIOHNAIRE DESIGN The first draft questionnaire for VIKING has been produced by The Creative ResearchGroup of toronto, with input from a previous VIKING netting (February 1965) and a series of consumer qualitative group sessions, This draft was reviewed (RPF) and the following observations have been made: (a) The questionnaire is too long (approxlRately 2·hour administration time) and alternative means of administration Hill have to be explored (inetuding repeal visit and postal returns), (bi In current form, the questionnaire fails to cover several of the issues originally identified as important to measure, This problem can be resolved by building out to a questionnaire size unconstrained by timing issues and then reducing by eliminating redundant measures and non·discriminating or merely descriptive status items, (c) ihe inclusion of two lengthy personality inventories was questioned since one questionnaire (EPI) is designed to measure a factor already measured within the other questionnaire (16 P-F), It was advised to use only the 16 P·F and as a postal return measure, 2, SYNECTLCS SESSION This synectics (brain storming) group comprised the following individuals: 80B BEXON (Iil, Montreal) BICK CROSBY (Retired President of Canadian Facts) ROB FERRIS (BAT Marketing Support) PETER I1LYCH (ITL, Montreal) BILL SANDERS (IT1, Montreal) PAUL NESBITT (Creative Research Group, Toronto) The First half of the one-day session was devoted to developing the product perception component of the VIKING questionnaire, This involved the generation of judgemental dimensions which may be used to achieve (a) a perceptual napping of tobacco product classes relative to one another and (b) a similar lapping of tobacco products usage relative to uses of products from other classes (food, drink, etc,), following this construct generation stage, the group was used to generate new alternative product co?cepts·, The aim was to identlf~'~six concepts which will be incorporated into a concept ;eaction fest within VIKING, O The test itself is of considerable interest since it.represents a form of NN simulatedtest market (STM) methodology, an approach currently being N evaluated (RPF) for its potential utility to the BAl Group, ~o Clit; PDF -!::!!::!!::!.f3 StlC.i: Dill -3· Briefly, the new product concepts generated were segregated into those showing most prlrnise and those having less promise: MOST PRO#ISING i, EXTRUOEDS: This covers a collection of presentations ranging from snack food type shapes and packaging through chewing sticks to reel dispensers or toothpaste tube type dispensers, In each case the notion of individual control over how much of the material to break off and use is paramount, 2, DRY SNUFF: Perhaps the most clearly endorsed concept of al, this product would be presented bleached white and probably in an inert carrier, formulated to eliminate the sneeze reflex and marketed in high imagery/~uality containers, 3, MODULAR SMOKE DELIVERY SYSTEM: This~eoncept would be a smoking device somewhat similar to a pipe into which the basic fuel could be mounted for combustion, Modular "elip-on" mouthpieces could be used to provide such smoker control options as "dial-a·tar" or "dial-a·flavour", 4, P IPE PLUGS: For the pipe smoker, thi s concept would be a pre·f oned, pre·talped, drop-in tobacco plug designed to fit the appropriate pipe bowl and sufficiently contained within the plug to allow subsequent lifting out of the spent unit, LESS PROMISING 5, AEAOSOL DISPERSION OEYICES: The concept covers personal mobile inhalers in combination th nicotine dispersing air humidifierl freshener units which could be used in controlled social situations, 6, IMPROYED S~L1 CIGARS ANO AROMATIC CIGARE'fTES: The use of blendingl flavouring to ameliorate harshnessldryness and enhance flavourlaroma of small cigars was seen as worthwhile, In addition, the use of pipe grades or pipe tobacco flavours (e,g, vanillin) to enhance conventional cigarette sidestream Has endorsed, DISCUSSED AND REJECTED 7, NICOTINE ADDITIVES TO F000 PRODUCTS 8, SHORT "FAST HIGH" CIGARETTES: I,el cigarettes designed to provide optimum nicotine requirement in the minimum number of combusted puffs, In addition to these ideas, strong interest was shown in the identification of "safer" tobaccos, reg.ions, design configurations and synthetic smoking materi al s~ (RPF was requested to supply a retrospective, review of the NSM experience in the UK,~ IU Clit; PDF -!::!!::!!::!.f3 StlC.i: Dill ·4- OBSERVA'IIONS without substantial revision of the VIKING questionnaire, this project is unlikely to proceed land it would be ill·advised to do so). The agency involved was clearly so negatively impressed by the overwhelmingly anti· smokf ng feeling coming from the consumer qualitatives that they themselves are concerned about taking the project further. It is suggested (RPF) that, with adequate questionnaire design, the project is important and viable, The agency response to the consumer group qualitatives reflects lack of experience with this type of data · such groups are invariably extreme, representing, as they do, consumers' theories about what their attitudes should be rather than their true in-depf~i attitudes, The "re-surfacfng" of a concern for generating new product concepts is interesting in the context of the RAD/Marketing conference experience, Some overlap of concepts is apparent across the two sessions; the interesting development here, however, is the eowitnent to moving on to evaluate the concepts using the VIKING consumer population. In terms of possible "knock-on" project work for GRLDC, the scope for input is very high, given past recent history of exploring these new avenues, While SouthamptDn·based interest in these concepts must be highly circum· speet, given the confidential nature of VIKING, a potential feasibility response timed to follow VIKING consumer response to these concepts may he useful, This could be especially so for items 1, 2 and 5 since these were Southampton contributions to this synectics session. R,P, FERRIS .i : Clit; PDF -!::!!::!!::!.f3 StlC.i: Dill Author: R1 BinnsRB/JMP ~k' ~R ~a 20F~ti19SJE. 16th February, 1984 ~eCL VISIT Ot DR. RICHARD BINNS TO WIEl,,,le NB-H I1IE TECHNICAL CENTREr ~Tbr CANI~RCANADR mdCeG AND R,D L E, BROWN AND wIL~IAnsuaAND WILLIAMSON AGS 23rd to Zlth JanuatY~ 1984 C~py~j Ny prkoious visits to these laboratories had been in connection with biologicalresesrch~ This was my first · opportunity to see the technical support facilities and to discuss such work in detaill ITL CANADA The laboratory in Hontreal is strongly orientated towards support for plant operations (brand ponitoring, plant n~onitoringl materials testing, etc.,) and product development, large amounts of relatively routine work are carried out and the laboratories appear to be adequately staffed and equipped for this, As a cansequence of this concentration on technical support, relatively ii ttle work is possible on longer term~ research activities, PRODUCT MONITORING Brand analysis and physical testing of cigarettes are carried out on roughly the same scale as in GR&DCI Turnround time far reporting is up to 1 weeks c.f, an average of just over 2 in Southampton, Problems associated with establishing the laboratory automation system presumably contribute to this, Much of the data p~eparation and reporting is currentlY done by hand. One objective should be to integrate and automate both data collection in the laboratory and the production of reports for 'customers'l PHYSICAL TESTING OF CIGARETTES As we dor TTL experience problems with the assessment of coal fall-out characteristics because the device used at present is very difficult to adjust, Details of the ~nierb- adjuster developed at GRhDC will be sent to Canada if it proves successful, LABORATORY AUTOMATION It is disappointing that Canada has chosen to adopt a different approach·to the proven modular concept working in CAI, Use of a central computer. (HP10001, rather:than micros, contracting the work to a Idistantl eddgllltant and iack Of O awareness of the problems at BLW have combined to produce a IV difficult and costly technical project, N Clit; PDF -!::!!::!!::!.f3 StlC.i: Dill c21 TRIACETfN IN FILTER RODS An improved version of this machine has been developed by Gatan Levertl .The automated system gives a value for triaeetin level in fiIter rods after a 5 minute extraction and IR analysis, This model is ready for routine use and presumably supersedes the GRLDC experimental model reported in 1982, Estimated. cost $12,0001 ON LABORATORY MEI11ODS PROPOSED MEETING · Interest from ITL centred on those topics which could be obviously related to the operational needs of the Canadian company, Thus, topics such as robotics, laboratory automation and improved autoanalyser systems were supported as being of considerable interestl Less immediate need was seen for information or discussion on topics such as sidestream monitoring or ambient monitoring· Ne"ertheless there was a perceived need for research on these issues and for lTI to have an up-to-date awareness of work in progress, 1.'. I. Q Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 ___. . 13- B C W LOOISVILT~ Compared with previousllr there was a greater openness shout this visit to B & W and a clear sense that staff in the laboratory identified their work with the company's needs. PRODUCT MONITORING Brand analysisr physical testing and materials testing are carried out as at GRhDC. For determination of tar deliveries, disposable Gel~an holders ate used on a routine basis, These axe leak tested prior to use and a 31 rejection rate is typical, In the labacatory, some changes, e,gl to smoke hoods, have been' introduced since BPDn's visit last year, PHYSICAL TESTING OF CIGARETTES The Rhodia (8argwaldt) hat collapse monitor was being evaluated by Dr, Geiss, Be will advise us of his conclusions about the instrument after completing his evaluation, A new coal fall-out method may be developed by Mr. Tucker, to overcome the problems associated with the current device used far doing this measurementl In the ptototyper by means of a solenoid valver a 99 weight is repeatedly dropped on to an individual cigarette. Coal fall-out, as the cigarette is being smoked, is sensed and accurately timed by using a heat detector, ROBOTICS B b W are investigating the use of a robot arm for routine weighing procedures in the smoke laboratory. It is known that PM and R1R already have robots in place for such work. The PM system, reported in various publications, uses a relatively large industrial arm costing $40,000. The GR6DC project is aimed at carrying cut essentially the same procedures, but with much mote modest investmentl All BAT companies Pill be informed of the progress of the GR&DC robot project. LABORATORY AUTOMATION B 6 W have a laboratory automation system similar to the one in Canada i,e,, Hewlett Packard based, In addition to the RP1000 conputet, the system also has a PDP-11 mini-conputerl Various terminals around the laboratories are connected to the system which is dependent on the central computer. The laboratory putamatian system seens has a certain rigidityr which makes non-routine l.abaratory"work difficult. Far example, daily work' programraes fo~'the various laboratories C are set up by the computing staffr based upon requests for re analysis received and the pt~iorfty rating assigned to them. h Clit; PDF -!::!!::!!::!.f3 StlC.i: Dill 5 ~4- To improve the present systemr the central computer will be replaced by a bigger mach iner to be complemented by Ihree HP1000 computers and appropriate laboratory peripherals, (Total cost approximately $900,000)1 SIDESTREAM Some work is in pxogress on sidestream RonitoLin41 using a version of the ~fishtail' chimney developed at CRLDC~ The most up-to-date details of this device, together vith a actual example, ~should be sent to augh Honeycutt, Considering the importance of the exact dimensions of the device, as far as delivery determinations are concerned, it will be worthwhile providing B h W with an an example of the finalised version of the 'fishtail'. LABORATORY CROSS CHECKS For Project Colonel (anitoring of B C W international brands) the licensee produces data from the operating company laboratorY for checking at a ~ W, In addition, standard samples are also sent from Louisville in order to cross-check the reliabilitY of this laboratory data, Eil Esterle sees the CRCDC inter-laboratory collaborative Study an effective means of monitoring laboratories and an additional cross cheek of theit performance, a 6 W (through Gil Esterle) would wfsh to be informed of any changes in the laboratory cross-check protocol, An information sheet an smoking standards required by different countfies would be useful information for the international brand work done by oil Esterle and Paul Aulbach. ON LABORATORY METHODS PROPOSED MEETING -- There was strong support for such a meeting from both John Lauterbach and Jim Nall~ This Is~ in parts due to the ~aet that both are responsible and very actively involved in the development r transfer and auditing of chemical methods for use in the laboratory at the Maeon factoryl The degree of interest shown was emphasised by the suggestions for pany additional topics for discussion at such a meeting, Mainlyr these concerned various methods which are correctly seen as semi-routine, but in response to future needs are likely to be required for regular routine product monitoring (techniques for flavour monitoringr blend composition' gas phase analysis, etc.). Clit; PDF -!::!!::!!::!.f3 StlC.i: Dill The visits to the two laboratories were extremely useful. In both, the work is most obviously related to the requirements of the individual companies, Timescales tend to be shorter and projects more sharply focussed·on a specific probleml Against this background, th, value of the R ~ D role far Southampton is clear, as is the quality of the facilities and, more important, the staff to do this job, /n ··~ DISTRIBUTION Dr, L,C,F, Blackman Mr, A,L, Heard Dr, C,I, Ayres Dr, MIJ, Hardwick Mr, HIF, Dymond Mr, D,B, Mullen Mr, R,W, ~8edge/ Dr, R,G, Hook Mr, J,A, Luke Dr, G, Smith Mr, G,A, Read Dr, RIA, Crellin I [V Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111