RECOMMENDED GtfIDELCTES OF SMOKf?lG P~D HEALTH RESE~RCB !larketing Se~ices Department June 1979 ~illbank, London, O u tJ C I i 5PCiF~~i~i~l c.;: n ill PXRT I flecommended Guidelines of Smakin,P and Health Research Introduction in some markets there is much sensitivity to Smoking and Health, in others comparatively little and in the latter group it is sometimes assumed that smokers will continue to demand cigarettes of comparatively high tar and nicotine values and that such response to 'milds' as exists is to psychological' milts rather than to the reality of low delivery, should it be offered, However, in those markets of low sensitivity and nct- withstanding the current state of consumer opinion and need, this assumption is unlikely to remain valid over time, partly because of the likely influence on this subject from other parts of the world (noiably the '3,S.!,.), partly because governments may be persuaded to follow the precedents of other countries in imposing limitations on advertising (which in itself tends to broaden the licence for unfavourable press comment on smoking) and, not least, because the e.uploitation of the issue can offer competitive advantages to the Competition especially in markets there they are making little headway, The launch or G~lljLW in Brazil was just such a strategem, In this case the Competitor included league-table type information in his publicity in the absence of then being any official or unofficial demand for it, This underlines the fact that it is not only open to Government to order the publication of such data, or for manufacturers to volunteer it for competitive advantage, but other sources may supply it tao, Consumer i\ssoc',ations and similar bodies may do so, for instance. Influence on local sensitivity may also be exercised through the publication of league-table material in neighbouring countries or in distant countries of importance, such as the U,S,~, ~nus, in terms of being prepared for these eventuali- ties and to la~ow in advance the sort of moves we should be planning, we require to monitor current and developing local sensitivity so as to have in readiness brand and publicity propositions as will meet evolving needs, Indeed this applies not only to markets of low sensitivity but also to those in which a more substantial degree exists since O further changes may take place in these too, [U Clit; PDF -!::!!::!!::!.f3 StlC.i: Dill It will be evident therefore that we need to assess: (i) Smoker sensitivit?r in the whole area of snaking and health (ii) Attitudes or nan·smokers and ex-smokers, including in their case: - attitudes to passive smoking · i,e, the sidi~stredm effects of a snaker's product which aon·smakers around him may believe is subjecting them to an involuntary smoking e.uperience, (iii) Assess the perceived benefits of smoking as such, las opposed to the smokiag~bfpbt··ticular brands), Such benefits might include, for instance: smoking aj a regulator of mental and physical equilibrium - as a social lubricant I as complementary to eating and drinking · etc, Thus a somewhat different set of reasons might be advanced for the habit of smoking than would for smoking particular brands which customarily ist such benefits as: 1 satisfaction · smoot~ess · social prestige group emulation etc,, etc, Accordingly, we set out below guidelines detailing the principles of research which should be followed and which will apply to the various subjects which may in some way be connected with health sensitivity, In this present note we deal with the general Monitoring Function that is proposed and the arrangement of these notes is first to describe the research objectives in general terms and then to cover in the i~ppendiies detailed notes on specific aspects, Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 ~~IT~JG P~CTIOI Two statss tin parallel, where appropriate) at recommended: i, qualitative phase ~srs should be set in notion as soon as possible a semi-continuous scheme of exploratory work lose purpose will he to: (i) Take the current temperature of the rrklt with respect to smoking and health oonoern, (This would include some ex-smokers and non-smokers as wall as smokers) (ii) Sppt any indications of I growth in sensitivity (iil) identify the appearance of any new dimensions of the problem, 'Sai Continuously' means with a frePuenoy appropriate to tbs market and to tbs research capabilities or the company concerned, Thus, this might be once a year in the case of a Company with a limited rsdtueh capability operating in an uncomplicated market whereat with a company with better faci- lities in I more eompler market a half-yearly or quarterly monltor~g dBt be nggropribtd, Thus the frequency will he a matter for local management discretion, in either event the person employed to perform it should be skilled in qualitative work and have a capability for judgement such as enjoys Company t~lt. He would also need to be a person ubo would conduct such a study with sufficient circumspection so as not to add to the sensitivity he is investigating, This is less of a problem in large markets but needs particular care in small ones, The data Icquirsd by these studits~wo~d be used to: I alert management to changing attitudes and the nature and dimensions of these attitados I proPide a guide as to what questions should be included in, or added to, a quantified study so that numerical evidence can he obtained for any hypotheses arising from the exploratory stages (ssa Section 2) I to provide signpost information such as will spark c~ryo Ideas for brand or b~artit~g propositions or related strategy CU,PDF - v~~fastio.soni -4- - to relate the data to media coverage of the subject (see Section 3 1 Press Clippings) iYote Sec Ippeadix i, for principles to be'followed, topic~list, and points to consider in analysis, !1 Quantitative Research One of the best approaches to monitoring attitudes and behaviour in a Smoking and Health context is to append a special smoking and health section to a general consumer swey~ we cer- tain~y recommend that you obtain quantified data on the issue of smoking and health on at least an annual basis, kherever possible you should try to avoid changing questions that you have used in past years because retaining the same question allows you to com;are results over time i,e. to look at trends in your data to see whe: ther there has been any change in either attitude or behaviour, in order to help you in setting up quantitative research on smoking and health and in order to enable us in ~lillbank to com~are results from different countries on this ~rubjeet, we have prepd~~d a standard basic questiarmaire for use on smoking and health research, This questionnaire contains a basic core of questions that need to be considered in all markets, Iv't do not claim that the questionnaire is complete and comprehensive in the sense the: there may be issues that we have not covered that you wish to C3L1 sider in your own market, One such area would be sources of smoking and health loloxledge; another would be detailed ipfo~pa3 tion about awareness and comprehension of league tables where ttt~ have appeared; yet another would be characteristics of a brand that make respondents feel that it is 'milder' or 'safer', If vSu are already engaged in quantitative research on this subject we would ask you to consider, in spite or our earlier warning, the possibility of modifying your questions so that they are the same as ours or iqcluding our own questions along with your own in t~e future, It if our intention to send out a questionnaire once a year to each company so that we can have some feed back about ttt state of smoking and health in your market, This request, as far as consumer information is concerned, will be based upon this international smoking and health questionnaire, A copy is a3par,deS to this document, Should you have any problems whatsoever in applying it please contact your regional market research adviser, In preparing this questionnaire we have made the assum~ti:= that you will be looking at a sample of smokers, ex-smokers and non-smokers, Obviously in somemarkets the expense of such an exercise would be prohibitive and in such cases you vill need ~s Clit; PDF -!::!!::!!::!.f3 StlC.i: Dill -S- modify the questionnaire so that it only includes questions that apply to smokers, Again the question of the sample size that would be mast appropriate must be determined loealy~ according to your available resources, ~teossarily, because this questionnaire has been prepared as a single master questionnaire, you will need to do a fair amount of thinking about how to apply it to your own local market. Such simple things as question numbering must be considered carefully, and this will have canseguences for the various 'skip' instructions distributed throughout the questioanaire. Also the local language problem will require particular care. For example, in Spanish speaking countries the English word 'tar' has a variety of possible translations of which the two most common are 'alquir.ran' and 'brea', In such circumstances you must use your own judgemtIlt as to which words should be used. In the case quoted of Spanish spealring markets our recommendation would be that both words be included along with any others of which there may be some consumer awareness, The best guide in such situations is your qualitative research on smoking and health, It is most important when you can analyse such work that you consider very carefully she language used by respondents. This is probably your best guide when trans- lating this questionnaire into local languages. You are the first companies to be shown this questionnaire and we are most anxious to ensure that it is a workable instrument, If you do have any problems whatsoever in implementing it please let us la~ou immediatelv. lie would also ask you to help us in extending the questionnaire to new question areas. If you feel that there are important issues about which we should collect infor- mation, then once again please tell us this as soon as possible and we will make every attempt to incorporate these suggestions into future versions of the question~airel 31 Role of Desk Research Sales and related data is of course alreadlt regularly analysed far a variety of marketing purposes, luhat we now recommend is that it should also be analysed from a specific Smoking~and Health vievpoi~i; this to be performed on a regular basis and a management report written on each occasion highlighting the perceived trends or movements which suggest tentative hypotheses of a health·related kind, For instance: (a) P,D,?, Oata Although these reports are studied (or at any rate kept by Production people) it is still rare for them to be studied on a continuous basis by marketin~ O people, bie recommend that they should be so studied TV regularly with a view to seeing whether: Brands of given TP~l's, Total Nicotine and Extractable nicotine characteristics are progressing or regressing as classes, There is bay geographical pattern associated with the particular ups and downs of brands, mere is any other pattern deducible from the figures in terms of the association of particular levels of delivery with particular types of consumers, EISI smoker-type, age, sex, occupation, class etc, There is an 'oddball' brand or brands, whose PDL characteristics and associated smoker profile and market progress places it as variance in some way with the rest of the marketl Gihether there is a trend over time of competition brands in PDL terms, Can one infer on the part of a particular manul facturer a desire to move his brands downwards for examplel Bate The relationship between TP~, Total Bicotine and Extractable figures can also imply an ~Ilereasing/decreasing interest in taste as such, One might thus look for indications of pra,a~ess for brands which offer high taste but relatively low delivery, low tastelhigh delivery and other permutations of these characteristics, Obviously some of the hypotheses that arise will occasionally require field research to supply missing bits of information or validation, (b) Product 'Ihe performance or certain physical characteristics can also be looked at from a specific health orientation by grouping these characteristics into classes (irrespective of the brands which mav cdmprise them), E,g,, Those cigarettes having a particular tobacco colour over a range dark to blonde, It may Q be that blonde e,g, may signify a health/ purit~ association, O\ Clit; PDF -!::!!::!!::!.f3 StlC.i: Dill 'I' khite tipping versus brown tipping cigarettes Pressure drops Filter length in ratio to overall cigarette length Filter brands with rings (xhich some may think indicate when to throw away) versus cigarettes without them Recessed versus normal filter (if appropriate) Carbon versus non-carbon iln]i other 'special' filter classes Heavily aromatic versus light aromatic cigarettes Slimmer than average versus average circumference products High versus medium versus low porosity papers, k'8 know of course that performance under any of these headings can be ascribable to factors other than a health interest but the purpose of this form of analysis is to ignore this and to look at the data from this special health orientation to see if it is suggesting any possible trend or hypothesis which could have a bearing on this subject, Note !ientbol versus non-menthol would be another obvious division we should look at from this perspective, in this case we should be looking for any indication that menthols are progressive because of: - an interest in the taste I an interest in the health associations of menthol an interest in menthol purely because it ameliorates what would otherwise be an unpleasant smoke, E,QI Up-market menthol progress would be likely to indicate a health iaterest, Dakn-market menthol ~ progress might indicate an interest in ameliorants OIV and not health as such, IYiddle market menthol progress could be either, ~D Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 (c) PackinPs Groupings that suggest themselves here are dark versus light coloured packings, Aga4n, is there a geographical or other pattern evident in the progress of packings of particular colours? E,g, dark red packs might be progressive down- marhet there interest in health is often least, Light blue packings might be progressive in up- market locations where interest in health is likely to be higher, 12re there any other design elements in the market which could profitably be grouped in this way, Bars, chevcons, symbols, etc? Again, it is realised that market structuring pill trammel the picture but the data may still yield health associated hypotheses if looked at in this special pay, (d) ~dver~isinq and Promotion Breads can be grouped according to hox they are advertised. E.g. (wherever appropriate): Those which the advertising explicitly states to be mild, - Those which the advertisi~g implies to be mild (through mood e.g,) I Those which are unspecific on the matter of mildness/strength ~hose which e.uplicitly or through mood indicate a strong or manly product, (e) Press ClipPines and Other !ledia Record Clippings should be kept of all reports and editorial treatments-of any subject bearing on the smoking and health issue and a record kept of similar publicity enamating from other media, i\bout once a quarter it can be briefly compressed into a digest which should indicate not only the range and substance or the material but also whether the volume or intensity of it has increased or decreased over previous quarters, Cl'il;P`I~- !::!!::!!::!.t~i5t~i~i~iiii ~part from its obvious inherent usefulness this material may also he correlated with data realised by the ezploratorp research described in Section i, Thus a new belief, rumour, or heightening of concern might be correlated with a particular burst of media treatment of the subject. obviously, any indication of a health-associated movement arising from one area of data would need to be looked at with a view to possible correlation with indications arising from other areas of data. Further in these notes will be sections on how we see these various aspects of the subject product, packaging and advertising) being dealt with in the consumer research part of the programme. 4, General in summary, it may well be that on reviewing the data from all these sources there emerges one or two possible situations one of which, at least, might not be so evident without doing this research. 3, There may be signs of a gradual evolution of health concern such as is beginning to have its effect in all manner of subtle ways on brand franchises 111 the perception of advertising and in other reactions. 2, Tnere may on the other hand be signs of a more excitable situation in which because of some own or competi· tive move or because of mare vigorous anti-smoking publicity consumer behaviour is showing some dramatic or erratic shift. This may be of short-term effect or have longer term c ons equenc e s . X similar situation might arise, particularly at lower levels of the market, if a rumour arose abour: a particular brand whether founded or uafounded, These possibilities are not exclusive and whatever the nature of the dynamic that is operating it will normally only become apparent if we relate together as many areas of data as possible so as to come to reasonable hypotheses. Thus, the purpose of the '~onitoring Function' described in the preceding sections is two fold: to identify opportunities related to smoking and health which the company may be able to euploit - to identify threats related to smoking and II health which the company should take action Q to guard against, b~ Resulting from either or both ax' these there miiv well be a need for new brands, or for the modification of some of the company's existing brands, St is essential that the brand objectives are clearly spelled out in each case, and that the required pcsi· tioaing of the brand is specified both in product terms (smoke deliveries etc,) and in consumer terms, Of psticular importance is the successful identifica- tion of what is the optimum 'distance' or a new or modified brand from ether major brands or clusters of brands in the market, in order to fulfill its proper longer·ten function, For example a new 'health reassurance' brand may be introduced which is located relatively close to the major e.uisting brands, This ma), very likely obtain more volume in the short term, but if smoker concern with health matters increases it may be that the brand is then too close to the existing major brands and the consumer requirement is then for a brand which is seen as more distant, ~ne second matter which is of particular importance in the monitoring function is the identification of the sorts of people who are most likely to be affected by the va~ious smoking and health pressures, St is these people who should be regarded as the primar?t targets, and on whom the next stage of research ton brand and product development) should be concentrated, Sl research an brands and produces with a future smoking and health role is carried out on samples of smokers which include people who are less affected by such matters the results can only be misleading, The further sections of these guidelines continue with t~te·detailed aspects of brand and product development as related to smoking and health, Clit; PDF -!::!!::!!::!.f3 StlC.i: Dill ApPcndir 1 Situations in vhieh Lnpe Tables hate not pst been Pnbliahcd 1, Exploratory Research btta Attitude trends bearing on Smoking and health sensitivity may 4uite commonly begin at two levels: me sophisticated level · f,e, in plafss and among people where there is high media exposure as well as an alrcnsaa of what is happening in other countries, either through the readership of international as veil as informed Ideal publications or through travel, or both, Bus there is at this level a greater tendency to be coneerned about environmental and social issues (I~ pollution, traffic pollution, additives in food, and other health and nuisance canlcacneaa of modern living) than at any other, lhey Ire usually moderately affluent whereas poorer people are too concerned with the b~Ji~las of making ends meet to boFhcr over much about these things, (b) It t~e unsophillticated level - i,o, in plbcls ad song people who are prone to believe in rumour unsubstan- tiated by evidence, Once rumour begins it tends to spread rapidlp and there is no body of informed or educated opinion at this level to oorreot it, Sometimes it t~cs the form of believing that some products are mads of 'immature' tobaceo, 2"nere are many other examples, It is important Hhen investigating this level of rumour not to add to it and indeed oaca the main facta have been discovered from respondents, to dispel it in their presence, In the middle of the market where smokers are usually concerned with getting the best qualitlr they can pt a reasonable price they tend to receive their opinions one remove behind rh~se in the upper segment, Thus, in tars of a structuring the rlslarch three groups from each segment would be a reasonable number to interview comprising no less than eight people in each, h alternative would be to use a liPi-pP~ method of interviewing, in which caso a slightly larger number from each r,e~at would be recommended: say, 30 from each, Two-thirds in each case should bC drawn from the younger, age groups (181j0), In the upper and liddla segsnts it would he useful to have a small number of females (laT, five per segment), Groups of similar eolposftion should he intelvieued sverp three months, ClibPDF - vwwfastio. :oni ----- - - 11' As an exrra source of information it would be valuable to cover (say with a frequency of once or ~w~ce a year) some groups of non-smokers (i,e, those who have never smoked) and also of ex-smokers (those who once smoked bu: have abandoned the habit within the last 12 months), One group of the former and tvo of the latter should be adequate for this purpose, their composition arranged as far as possible along the lines suggested for the smoker groups, In the ease of both of these segments one would be especially interested in their attitude to any feeling they Fight have of being exposed to the effects of smokers when in their presence (sidestream effects) and whether they exert pressure on smokers of any sort because or any belief that they are being forced to become 'passive' smokers themselves, By the same token the views of smokers would be useful on whether they are aware of this kind of effect on nonl smelters and whether they feel they are subject to any pressure from them as a result of it, ~~ Smokers The following are not questions one would put to respondents as such but questions on which the group leader would like enlighten~ent, How the topic is actually introduced to the groups depends on the atmosphere, what may or may not have been spontaneously introduced by respondents themselves, an appropriate sense of timing, etc, To begin with, however, one would establish regular brand usage, average smoked per day, knowledge of other brands on the market, how own brand is seen to differ from others in image and product terms, breads which might be considered substitutes far regular brand, special occasion brands and 50 on, At this point one might lead in to the real purpose of the study which is to assess smoking and health sensitivity by the use of an oblique approach, in some markets e·S~ 'mildness' might be a euphemism for 'healthitr' so in these cases a statement like 'I should like to go into this business of mildness and satisfaction a little more deeply' and then going an to put the undermen'cioned topics to respondents for discussion might be sufficient to induce them to air any attitudes to smoking and health as they may have together with any In~owledge they have or the real or supposed constituents of cigarettes, such as tar, nicotine saltpetre, stem, additives, flavourings, etc, and their imagined effects, ~ -- In the event that this 'mildness' approach does not reveal any health sensitivity then one might directly ask informants what constituents they believe go into the making of cigarettes and what their attitude is to each of these; what effects they imagine them to produce and uhether these are desirable or not, The aim is to see whether there is any desire for mild products for their own sake or because there is a belief that milder 'is synonymous with' healthier for you, Obviously to get at the t~uth without putting ideas into respondents' minds which were not already there requires some subtlety in the choice and wording of questions, (a) Tonics: (oblique approach, using 'mildness' as a lead) What is actually understood by 'mildness'? Is it likely to he thought healt~ier? bihat products are considered mildl Is a mild product likely to be thought smoother? Is it likely to involve a sacrifice in taste? (b) Topics: (more direct approach, exploring constituents, mild~ess and health reassurance) tvhat constituents do respondents believe to be present in cigarettesl Ilny awareness of tar, nicotine, saltpetre, stem, flavourings, additives, etcl ~vhat effects do they perceive these to have on the product; on themselves'l Ivhat difference do they detect in the various brands in these terms? ~e some more health-reassuring for the presence or absence of these constituents, khichbrandsl Ivhich constitueatsl Has anyone ever consciously switched to a brand of more perceived mildness or health reassurance than the one they customarily smokedl TO what e.utent was advertising influential IV (details)l O\ Clit; PDF -!::!!::!!::!.f3 StlC.i: Dill '14' To what extent was the opinion or friends influential (details)l ~a what atent was a concern for health influential? To what extent was editorial coverage of smoking in national or international journals of influence (details)? Is a perceived mild or health reassurance product less able to assuage smoking need than a stronger product? Is the sacrifice in satisfaction or in other departments of smoking a worth- while e.vchange for the mildness/health reassurance perceived? khether interested or not in mild or in health reassurance products, what view do respondents take of people who smoke cigarettes of obvious mildness or health reassurance, biaat sort of people are they who smoke these? Ivlrat is their feeling about filters, khat do filters principally do, in their viexl Are there any brands of especially efficient filtration, Ivhat are they'l Any or low efficiency, Ivhat are thevl HOX do they detect efficiency in these cases, (Stains on the fi~terlend may be volunteered), Is filter length impartantl Ideas about this, khat: proportion of a total oi8arsttaa' length should be filterl How do white versus brown tipping compare in terms of suggesting mildness, strength, purity, cleanliness, menthol, Ivhat sort of people go for eachl Does tobacco colour have any influence in ~ this directionl O ·- In general what bearing does length have on how a cigarette is perceived in mildness or in health reassurance terms, E,g., regular, King Size, Superkiogs, 120 ma etc, Is price associated with quality and thus with bealthl How about packaging, Can particular pack colours suggest type of contents, How do they group colours and their product associations? How about names like suave, extra suave, super suave . (in Latin ;Imerica) luhat sort of products do they imagine these names apply to; how do they'differ? luhat sort of people go for them in their view? what sort of products are the young seeking these days - milds, machismo brands, braggart brands, health reassurance brandsl tihat sort of products should they be smoking in the view of the groups? Is it good for them to smoke at alll ~h~ not, if notl Do they believe smoking to be bad far one, or a particular level of smoking bad for one, ~ihich level? Ivhat ensues if the level is exceeded in their viewl How far has their reading, m watching, radio listening influenced them in these viewsl How aware are they of smoking and health publicity in neighbouring countries or in more distant countries of importance, such as the tT,S,A, ~ny awareness and understanding of League Tables, Is there any knowledge of leagueltable publicity In other countries, Ivhat effect does it have on local sensitivity? I;:O 161 Has there been an increase in concern over these mattersl Given that concern (if there is one) what kind of cigarette products do they think would now be best far their needsl tihat are the beneficial effects of smoking For example: - social lubricant ~ i,e, offering and being offered cigarettes I helps to Promote physical and mental wellbeing helps one to concentrate provides a Ireward' for tasts performed completes the pleasure of eating and drinking etc, What are the harmful effects, if any, Hox 'do they identify these, Ivhat parts of the product do they think produce these effects, How could they be minimised ideallyl Do they identify any particular brands possessing these negativesl How far does their own brand possess theml How much press~Lre do they receive from friends or family to give up or reduce smokingl Has it increased over time"i Is any of this pressure concerned with the fact that they are causing their friends to inadvertently smoke (through being exposed to sidestream effect)? How does it affect their own current view of the matterl If a cigarette high on taste but law on nicotine were to he produced would this be or interestl Do they identify any such products at the O momentl N CI I:PDF~II~ ii - khat are the benefits/negatives of mentholsl Irhat sort of people smoke them? ~re respondents ever inclined to smoke them, khen and why? How about ~erlean versus English versus local cigarettes, How do these differ in mildness, taste, satisfaction and health connotationsl Obviously there are many other related topics, many of which may be spontaneously offered, There will also be purely local market aspects worthy of introduction, However there should be sufficient triggers among the above topics to cover sensitivity generally, Interpretation The ad hoc nature of topic introduction does not permit or a formal scheme of analysis, Ivhat Is required is to look for signposts denoting sensitivity from one area of discussion and see whether these are confirmed from those arising from other discussion areas, One is looking for such things as: Any informed ~moxledge of the matter such as may influence behaviour and attitudes? EIS, kaowlidge of such things as tar and nicotine characteristics, and how these apply to market brands, Among those professing indifference to the subject, any sign of sensitivity lurking behind the bland reply7 luhether interest in milds and health reassurance is more marked among particular social, Qeogral phical or cultural segments, khet~er sensitivity in general is more marked among any of these segments , khether it is believed that the young are showing more interest in 'safe' brands than alder people, khether there is any concern about the cumulative effects of smoking more satisfying brands, even tfiaugh continuing to express a preference for them, interest in any 'oddball' brand ~ e,gl one wildly IV different from normal in PDI terms, Clit; PDF -!::!!::!!::!.f3 StlC.i: Dill Signs of occasional interest in menthols as an alleviant to the effects of regular brand smoking, Usage of perceived milts and health reassurance brands on an occasional basis, tihether behaviour or attitudes show any sign of being affected by what respondents have read or heard that touches on smoking and health, ~ny belief that certain pack colours~dellote particular levels of delivery . e,g, blues may denote mild cigarettes Beds may denote strong brands, Greens will probably denote menthols, Is there any sign that smokers are throwing away longer butts than before, Any talk of acme brands having 'natural' tobacco or 'purer' tobacco than others, Is it common for smokers to look at the filters to see to what degree they are stained, Is there a daily consumption beyond which it is thought dangerous to smoke, Any belief that what happens in the U,S,X, happens eventually in other countries, Any interest in 'psycbological' milds and reassurance brands ~ i,e, those which have the appearance without the reality, Among which segments is interest in true milds and health reassurance brands greatest? How do smokers themselves see the fdtu;Pa trend (irrespective of their own loyalties), Co they envisage a c~ouing interest in milts, kong whom particularlyl E,g, Z,person might make various statements at different times during the interview which would enable one to come to a reasonable view as to his real as opposed to his professed state of concert, He might for example say: 1, He's happy with his current brand (a strong one) and wouldn't change it, , 2, !Lilder brands are tasteless ,,,,.far cissies ,,,, 6; for women, ~3 3· Young men are the ones who are beginning to smoke milds; they are not real smokers. 4, .Ua, he wouldn't smoke menthols. Thev're for queers. iu'ell, he might smoke one occasionally but onlv when he gets a cough from smolun$ too much of his regular brand. Perhaps once or twice a month, 5, He doesn't read international magazines. He vaguely recalls reading adverse comment on smoking in local newspapers; not often and it doesn't bother him. Yes, some people are bothered by it. That is why they switch to milder cigarettes. 6, He doesn't recall any advertising and claims not to be influenced by it. 71 He throws awav fairly long butts, Be used to smoke them'furthe~ dorm than that. 8, The government, he thinks would like to ban smoking, but they make too much money out of it, 9, He wouldn't encourage his children to smoke. 10, He has tried twice to give up the habit, for reasons or economy. 11, He wouldn't smoke a cigarette without a filter. Ihe filter has a 'purifyiag' effect. 121 He doesn't believe the acquafilter claimed for the Extra-suave brand recently on the market is any better than the once on his own brand. 13, He wouldn't like his own brand to have a white filter because it would show the stains, which look unpleasant, etc, Obviously statements ~,j,q,lO,ll and 13 belie his professed unconcem about smdking, Statement 12 contradicts statement 6 and 31518 and 9 indicate awareness of the social momentum affecting his habit. He is probably susceptible to a 'psychological' offer, In time might be susceptib'le to one which was truly milder than his current regular. ~D Clil;PB FT~7~7~1:f dfSltllrCli~T3~1~1 .20- Tonic Guide B, ~onlsmokers and Ex-smokers ~2lese respondents will include those who have never smoked and those who once did but have since given it up, .tlany or the tonics outlined in the interview-guide for smokers Kill be appropriate for these respondents too and those which would be irrelevant will be evident from common·Jense inspection, However there are some special topics appropriate only to ex and nan-smokers and these are listed below, Ex~Smakers When was the habit abandoned altogether? khat brand(s) were being smoked mainly before abandonmentl tihat benefits were then derived from the habitl When was the habit first adapted, How long was it maintained7 - What were the reasons for giving up smoking; wdre these to do with media influence, social pressure, family or religious pressure, own convictionsl Were the reasons to do mainly with smoking as such or to do with the effects of particular brands ? if brands, would respondents have continued smoking had there then been a brand on the market more suited to their taste I or would they reconrmence if there were one now? - khat is their attitude to smokers now, is it tolerant or'hostilel Do they ever e.uert pressure on smokers to abandon the habit? I Do they m~nd if people smoke in their presence? Does this make them feel they are being farced to smoke themselves ~ i,e, by e~posure to the sidesiream of a smoker's product, Any other negatives, e,g, or a social, kind? N.fl, (i) Iln attempt should be made to obtain spontaneous comment rather than answers to direct questions, However same leading may be neeessa?r in order to get ~ a topic covered, Nevertheless one should try and 0\ Clil;PDF - !::!!::!!::!.f3stlc.cnlil ~ -21- avoid putting into respondents' minds such negatives as they might not have thought of themselves, (ii) It is often the case that ex-smokers are much less tolerant of smokers than are people who have never smoked and criticise with a zeal similar to that or religious converts, This should be borne in mind when receiving comment, Non-Smokers Any special reasons why they have never adopted the habit? Do any of their family smoke? 1 What benefits do they Imagine they derive from smokingl Ivhat is their current attitude to smoking and to smokers? Has this attitude changed at all over time? Ih what way and why, What influences caused the change, EIS, media, social, .personal convictionsl - Do they exert pressure on smokers to abandon the habit or not to smoke in their presence? Ivhen people do smoke in their presence do they feel any invasion of their rights ~ e,g, being made unwillingly to smoke themselves by virtue of the sidestream effectl ~ay other objectionable aspects; e,g, hygienic, dirty ashtrays, etcl Cautionary statement (i) above, applies also to POnlSmOkerSI B, situations in which 'L~a~ue Table' Data has been Published The previous notes apply particularly to those markets where there has been no publication of league·table type information either by official. or other bodies, However, a situation may change and one may suddenly be confronted with a publication of this kind in which case one must be prepared to research its effects, I"ne guidelines already set out continue to apply but with the addition of those extra topics requiring inveJti~ gation, Clit; PDF -!::II;!!::!.f3 StlC.i: Dill E,G; Awareness oflleague table publicity Iledia source to which attributed Understanding of the table itself - this will be influenced by the way it is presented; see note below - Ivhich brands are now seen to have improved their images in smoking and health terms and which have notl - Are same brands obtaining an unjustified benefit or damage as a result of positioning misinterpretation (perhnps due to alphabetical arrangement; see note below)l Has the consumer changed brands as a result of the league table publication or is he intending to and whyl Is ha now making greater attempts to reduce his.smoking or give it up altogetherl Note Consumer perception can be influenced by the way tables are presented, Several for;ns of presentation are possible, For instance: Tables may be published which shaw brands in descending or ascending order of tar readiag:i· or of nicotine readings, h frequent effect this is not necessarily for the brand with the lowest readings to benefit (especially if it is too much at variance with market taste) but far other brands ranked close to it in position order only, Thus, the brand placed mex·t might be quite ~onsjderably higher in deliverq- but because it is ranked close to the bottom of the scale Obtains a halo effect from positioning, Another method of presentation is to take a number of constituents such as tar, nicotine, carbon moncxide, etc,, and index these according to some formula or ether, Except for those who understand formulae indexing can have the effect of obscuring the importance of particular elements (e,g, nicotine), Thus it might be found O that a brand enjoying increased popularity N Clit; PB F-~i)r)!::!.f3 StlC.i: Olil because it has a low index number night still be delivering a fair amount of satisfaction, in this case the effect of the other elements might be responsible for it having a low number, Tne grouping of brands into high, medium and low groups according to their tar/nicotine readings is also popular, Where there are a lot of brands and where within one 'band' there are a number with similar readings the compiler of the table may group alphabetically, Thus the lowest in any 'band' may simply be the one with the lowest alphabet letter and not necessarily with the lowest readings, Consumers of ten miss this and simply take positioning itself as being the most important, Some tables are presented by giving row delivery brands one dot, medium delivery two dots and high delivery brands three dots, Again the consequences of alphabetical arrangement within these bands should be looked for, Thus one should keep in mind the possible influence of positioning on consumer perception when undertaking research into a market where league tables are published, Clil;PDF -i'r'!:'.f3stlC:;:i3'lil~~-~" 1 a4 1 Appcnal~, ML~TfC~3, ~nlO~G ~ BE~I~I ~~~CrJ~AIPE ~~ d Il~td t: O ~~ct Lsc~ CeI~artment, BIA,T, ~I Mlr Lsa~ter ~se, 7 aillbarJr, london ~ hll 1979 CllbPBF-~ww~3stlo.c~nl ~ · e~e SECTICN I, 1 QITPIWPICATIC~ SECT~(IN 2, 2 CURREbT ~NUFA~VRED CfGaRFITE SECKE:S SECTTCN 3, 4 R~O n~9EZ~ SIIOKEilS SECTfCN4, 4 EXS~CKEPS CF ~1ANUFE~CR~ED CI~3~,f~ES SEgICN 5, 5 S~K)I~G B~FITS SECTICN 6, 7 SVCRI~G PI~D ~1L'IH SEC~ICN 7, 10 ATI~~TUDES ~O ~HE SFCKfNG ~iP·SIT cr~ ClibPDF -!:!~7.f5dlc.cnlnn " -. sEcrre~ i, CUF~IFICATICN l(a) "D3 yw ~To~e any df these tahaccl prcducts novadays? (b) save yeu ever noked any (orhe~] cf t~ese tobaro Fa~e~uct regularly? a,la 1 sr~oked O,lb-ever nowadays ~mked Marmfacrured cigarettes 1 1 RYO cigarettes 2 2 Cigars 3 3 (I~d any otl;er tobaeo3 prcducts al i~prtana in ~twr rrarket), A, CUI~I~UT ~X1KE~S OF EIP~J~FRCIURED CI~RFI~ITS AT Q,~ SECTIQN 2, B, CL;RI~JT SMORE~S OF BYO CIGW~ES M Q,la SECTICN 3, e, IF FESXNDFNT SliC~ES EMH ~I~LrFACTJaa3 ~D i~D AT Q,la CCMPfiETE EDIII SI~TI~N 2, PND SECTfCN 3, D, M-~K~KE~S OF ~IIWUFAC~W~D Cf~Wfi~ES (i,e, M~NUFAC~F~ CI~IPET~ ~C Q,lb Bvr NOT alla, SEC11~CNB, E, W OIEEX REmWDEMS SE~TIC~ 5, Clit; PB F-·r!r:!!::!, f3StlC.i: 011~ -- · rzcma 2, Ct~RP~ ErP~RiF;2CII~T~PDI CrcYwne S~E~S~ ~ Q,la m (a) Bow ~ ago did ~ f~t st~ ~1$ mfacwd cigarettaa? Less rhen ole lpnt'l ~ nonth ~t less ~a tt~e~ rronrhs Three ~~ ~t ~aa ~~t six m3nths g~ ~~ h~ less ~a one pr Qe par ~~ Las than eightaen m3nths giyhtssn months bat less than two years ~o years bat Isss thap t~st years Tkree years bat 1618 than five years Five years bat lall~tban ten years I(bl ~ q Ifacturd dgettea b a s;rnke cn arqe ud day! ~~ then t 617 813 11112 13~t5 16-19 ~25 26-30 31-40 (1150 fb60 ~e ~n 60 (e) BiQ (oa) brand of ~h~rd c~arctt~ do yau mb bit ofcdl ~CDW] MRC~ BFI~ND ~ ~ilI~THEi( FILTER ~~ED a p~m FND, (BRPND LIST) ClibP~ - vww~~io.coni -- (d) BCW long has ,,,,,,,,,,,,,,,,,,, ,,,,,,,. (BPAND MeFfIam) P~ Q,Ze) been your regular brand? tess t4an c~e RDnt~ One mnth ~ut less that three nontSs Three Ironths ~ut less t~an six nontbs Six nont~s b~r less than chle year One year brt less than eig~teen Rbnths Eighteen Ilaaths b~t less than tko p~xs TkO parS hit less than tfiree yeats Three years h~t less than five years Piw years hut less than ten years Ten pars or m3re 2(e) what did you sroke i~Fstead af (BBANO nBFmC~Ep ~ P.2e) ~~ore it becar~ your regular bra~? ii Did rY~t stroke at all s;np Iro Q.29 2) Smoked another brand of marplfactured cigarettes (Es~BwSa EXF~I~ BRRslD ~9U~ AND ~IF~IFLR MI~II TIP C~ PWN FNO) WL~ite in: ,,,,,,,,,.,,,,,,,,.,,,,,,,, Filter Plain 31 Srraired I1~0 cigarettes 4) Sm3ked a pip 5) SBoked c~ars 6) · Any otter aFsker Write i?: ,,,,,,,,,,,,,,,,,,,,,,,,,,, L(I11111)1))1(11111111111)1 1~11(11)11)))(1()1)1I~III~L (f) ~vhy did you ct~ange frwn (TRCCUC·T) (aPP~D E~IQIJED ~ Q12e) to (BRPND E~F~CNED ~ Q,2e)? ~(·1111~1111)))11111)()1111111)1111)111(1111111) 11))11)11)111111111·1~)1~)11~1111)111)·1~111~1)1 11~(11~1111(111)(11.)1((11).11~~1)111)1)I(l·itll PRCeE: were ~eee any other reasons khy ~nxl cf~an;ed to (BPPND ~I~TfCNED AT Q12e)l O ~)111111()(~1()11)(1Illlllltl(lllll((lll1)111(1( 0~ 111(1)1·)11·(11)11(1··11.1~11~1~111(111·111··111 (a) S;X]w QIRD X Haw you eSacged ywr ~aking ~ies in any ae these kavs in the last year? N31,IS~IP 10 NE)CT YCECTICNIII)(II(III II1IIIII1 CXRD X Yes: Changed to filter tipped ci~areece,,,,,2 Sm3ked less cioarettes ,,,,,,,,,,,,,,,,,3 Tried to gis up ~nki~ cic;arettes.,,,4 Changed to a milder brdnd,,,,,,,,,,,,,,5 C~ed to a brand with less tar,,,,,,,6 Changed to a brand wit ~ss nicotine,,'l Inhaled less ,,,,,,,,,,,,,,,,,,,,,,,,,,8 Left a longer t~t: at end of eigatette,4 (h) By have ~tcu Liiqed qaur srraking Sabits in the last year? 1~111)111~11(~)1)11(·)· ··11··1 ··1((((~)1(1~1,1)111111~1~···~ 1 Frs t~ere any other reasons? ~1(111)111~(())1(1))11111((1(11 ~(~~1~(,,~11~1~~1,,11~111(111~1(1111~)(((11(11111(11(1)(11 1111)(11(1(1)(111111I(()IIIII~(((LLI((I((11111~11111111)~1 SiKTf6J 3, RYO CUR~I~NT SKIKERS --- AT 9,la C~I~Y (Secdon can~ains Q,?d - 3h exactly as Q,2a - h ercept for appropriate warding cia~es], IF RES~E~J~ 1SE ~ S?CKE ~J~IFAC~T~W] CIC~ITES AT Q,lb S~CTION 4, OIHETWfSE SECTICN 5, SFCIION 4, M-S~OKE~S OP IYeNUFACTVRED CI~I1FITe~ bhY -- (Establish from Q,lb) I(a) How long 2~0 did ~x~ stop saking Fznufaetured cl~arettes! (tTST PS P~ 9,2d) (b) Bw Mn~ ranufamred eloa~~res did ~ou srake cn avera~ pr dav j~s: O *. c I N before Y0U StOR3ed snaking theal (~TST PS AT Q12b) ·· 0~ (C) CrhiCLi ~xarrl of rranufaowred cioarectes did ~w sm3ke Irost qften just a before ~xl staeced.. soitins L4n;? ECORD e~ir~cr ~P~w ~M1 ~rxn r:~ TIP CA ~ hli. L~ -- - ··-- , ju , 4(dl Ihy did pr sccI~ spking wrufactured cigarettes? )Il~(ltLl.ll(ll(~lltI)(ll)ltllll~lllll))1'L1)'~1~ ~111,1~11~1~,,11~~1(111~111111()111111111111111)1 ,(11~~~~1,,~111111~.111)()11111111()1111~1111)111 11~,~1111~111~~11111111~)1111~)1(()~111(~~(ll(l)) PW3gE: ~re there any other reasons? I~l)l(lllllltllll(l(1(11111111~1(11()(11111(())11 Illl.ll(l..~ltllllll1)~11).))1(1(1)1111111*11(111 1))1111.)))1111(~(111((1(.1()1111111111)111111111 I(IIIIII)I(II(I)II~L11.11))111~1)11111)111(~1)·)1 SECTIC~J f - PSK EVERYBODY 5ia) Bar tenefils or enjoln~n~s do yr~ think snokrs pr ~ir~n cigarette s;a3king? F~ECCE~D Alk MENTICNE~ CJ TIPS~ QL~UI~IN ~ CtW] (b) StKXo'C~U3 X DAre there uq OG~tr hnefi~s cn enjqrents on this cerd that 1~U Link srrokers ~et &an c~arettts! ~COAD ~WI ~CJTICNED CJ S~C~D 03LU13N CF c~m N~C~FSIS CF ~PNI'FACI~URED OW AYO f~ Q,la GD 'IO EECTI:CN 6~ S~RF~S CP ~P~NUFACIURP~D ~W RX) P~ Q.la FS~ P~E ~ Sa, ic) 31bdl teheiia cr enjo~Perles d, ial prsonally Cer~F f~m smk~g eigarett9s? RECCRD Rli~ ~aTSrICNED IN MGID COUI~I IF ~ID id) Bich cne bne[ir or enjoy~e~r is aw; inFartan~ to you Fersonaliv as a cigarette ~oket' EECC~D CNE FN,c~JER ~N FOUWII 031~1~N C4~ C(I'D O h) a a Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 -3`1- q,5a P~Sb Q~5c Q~fd Smntanecus ?ranpted Personal ~wt irm~33ttm: Benefits Benefit Relieves s'crain or te~sion/ ca~ nerres/help ki~en I have 1 1 1 1 a prab~em. Relps iihen telkxing 2 Z 2 ' 2 j 3 3 3 Relieves t~3re~em 1~1. 4 Nice after ~oed/meal 4 4 4 Nice with a drink 5 5 S S Gives me enja~nt 6 6 6 6 It's satisfyi~a~ 7 1 7 'I It's or~or~irq 8 8 8 B aelps;re canc~aate 9 9 9 g St stirmlates ~/wckes ma UP O O O O Like tasteltas:e is enjoyable V V V V Good wit c~r~any~raic~s e leel rrpre ssfiable X . X X X Scareching to $ wit~ ~ it~nds 1 1 I 1 Stops ea~ih~ce~s keight ~3kn 2 Z 2 2 Icoks gc~na~es Ire look nrrte 3 3 3 3 grown up 4 Babit 4 4 4 Nane~o teneUts 5 5 5 S Fny others (write in): 11~1)11111111(11)1·((IltL111~11)1 Illl~l)~l)llll(ltll)1111(11111)~1 I)lllll)ll)l(tLII~11II))(~()~))(( ~ O 0\ Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 '32' b~I~ 6, FSi( EVERYBL~DY qd Scre Fecplc aaY ehae a~i~ is Y ~ hcaltb d ocbers a ie is at, ~ far do p ~sonalll aTree $~ the s~mt ~lt cigarette ~~~ is ha~nE~l to &~~7 ~w StrOnglYIIIIIIIIIIII 114 AgreeIIIIIIIIIIIIII IIIIIIIlIIllj SKLP 1(3 ~31Db~rW,~II,~.~,,~ ,1111111111)2 g~a 7~LI(DL~I ItrOl~~lllll(llllll 1)1 ~~l~cr agree nrr disagree/don't (b) In dir keys do you think cigarette aklq is barnful to ~~~7 1()))1·11·11·)111)111()11111··11111111111)11111111) 11~11,1(11,1~1~11~1(~1111(1(·1)11111)11111111)(()1( I II(L()I)LIIII(II(((IIII(LLIIII((I)IIIIII(1)11(11111 1~~1,1111~,~~11(~~11Itlll(ll()llllltL1111)(11111)11 mcfBE: Are there any particular illnesses ~ " ~~en~c~ p associate with cigarette ~~t ))111111)(11)111(1))111111)1(111)11)1)11III1(LIII11 ~F(Ceg: ~ cQersl ()11(111(111)111()11I()l)l)(ltLIIIIIIIII(1111111111( 1)1)()(11(·(1(111111·)lll((ll·lll(((l(ltLIIII))III11 (C)(1) ke tfiere ~ particllar slbstances in cigarettes that p ~~ af ~ harmful to ~~~7 PRCBE; ~ othersl aECCFD a ~f~TfONn] 1 mRST ~g Q 'I~BLE BEL~W, (11) S~iCW CIRD X ~i~ of the ~btca mationed on ~~ ~~ do ~ ~~ re eantained in ebaretta? RF~CMID W ~TIC~ED IN ~~ ~~~ OF ~ABLE ~~, O ClibPDF - v~~fastio.soni -33- (111) ~i~ on c~~~ o~ ~e ~t p k ·~~nd r h~ ~ cigrcttes Q n ~~ ~ ~sr ha~nful ~ ~67 ~~ kVSJER ~ ~~ 031~~ ~ ~~ BELCW, Q16d P16ell-- Q(6dll ~x ~tanebua 1~ t Tobac~ t PlaMuti~ ~ Ta ~ Mi~tine ~ium/C~a~u t ~d Chemiala 'C~~n ~~xide t li~ria t Pl~ide B~t~a ~laMe I tg~l 'ClbO~' '' C~dm~O' t kti~icili ~he~ keriQ Goud~ ~~ensat ~er ~~tte 'brbl' '~~itran' ra;~u#' t ~e ~r ~ ~ tur~s' one of ~r ~1 of tklem mn It ~v ~ ~ o~ers (wite ~) 1(111((1)1(())111111(()(111111)1111111)1111111(1111111 1~11~(1(1~~(,,.(1~11111(1111(111)1)1111)Illllltlllll)l ,~~(~,1~~;11~,~1~((,c)llll(ll)lll(tlll()11)1(111(11111 $: (itt· wrkd l~ld b ~cludd B ~l~jtbmairr, ~trs shld ~ ~~dd ~ld~ ~ ~1 ~i~gts)~ ~IS~1OKEPS ~P P S"cCTI~ 7, ClibPDF - v~~fastio.soni (d~ Aov mncemed me ycu akut tSe Fossible effects t~dt ci~arett~ s~nki~ 1My ~ve cn ycur m health! REPD ~VT S~ATPI~IS RliD P5K ~SFCE~EF~'IO ~ICCSE O~, (OR ~E CARD IF RE~S~NG~ CP~ READ) Very mnf~ned Quite o3neerned Slightly concerned Hardly cexlcerned at all Not at all mnc~med Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 -35- SKl~fC~S 71 ASK ~VERYBeDY 7(a) I am aoing to read our xme aatemsl~s to you, As I read out eac~ one will IPU iell re how rmch you personally agree or disagree with it, You may say; I agree strongly f a3ree I disagree I disagree strong~y. (USE CFPD IF PESE~ND~T CAN I~P~) E~P9 CVI EACH S~TP1~NI~ JN'IURN, Dsn't Know Agree ~ree Disagree Disagree Can'tCarel Strongly Strongly No afsker noSt O~ ny ~iends sK1Be ESon~~akers Irake too rmcfi fuss a~ut sloki~g, ~he decisicn as ~hethet to take up sraking or not si~culd be a catter of ehoia for every adult, Sm3ki~ should h ~rSi~den in;tpre public olaces, 1 think tfiat there are probably m]re KH1-Sih3kefS than sm3kers mro~ a~ul~ in - (YCUR CIX~J~RY), Sr~Pking is a dir:lr a~b~ unpleasant habit, Cigarette ~aske can be ha~ul to tt:e health of ~3n~3kers in the same recxn as t~e s~ker, NSNS~1OKEPS I ~JD WERVfCIJ S~OKI~S (I~P~NUFACIURED PND RYO) 1 CCNTINUE Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 1~ ' -36 - 7(M ~K MO~IIS (~VFACNREO ANO RK)) ~LY 03n't Khow/ Agree lbree Oisaaree Disagcee Cpn'rCdre/ strongly strongly IJo afswer Isometimes retain ttm 4 3 t 1 O smsking ~cwse i danlt vent to a~end mn-s;okers, atring t~e last year Feople 1 3 2 1 O have Seen trying to p4lade me to give up staking nore than thev have eve~ cbne I beforel Pn] ~J~TEW Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 -3i - ft?MiflY There is a need for coqdss to monitor smoking and health sensitivity in their markets ,spacialB in those with low crrlnt calesn but where the situation may thange over time. Companies iaay thus be forewarned of any ohanSes in atti~de and be better able to develop correet brand and publicity proposiripna. These notes are guidelines on the rssearch principles to be followed and the priaoipal information to be obtained oovers: jmoirer attitudes to smoking as such, the pcrtcited bmltit~ of smoking and the degree/extent of smoking snd heslth eonf orn 1 - the incidence of gains and losses to the market or to our brands Is a result of smoking and health matters, - attitudes of non-smokers and ex-smokers to the smoking habit generallY and to 'passive' smoking. ~sa sorts of research ars enllad for: Pusltitstiva Biicareh A quarterly investigation into the attitudes of smokers, non- smokers and ex-smokers to take the temperature of the market and identify any new awareness or new dimension of tbs smoking and health issue. This would be small scale work employing group ~s- cpssions or mli-gro~sl $~ntitatitd Psssarch All oompanies should tanhct quantitative rlsseeh at least onca~ ~s~ tb monitor the state of smoking and health eoncern in their loeal markets. lvherever possible this should be done by using the appended international smoking ad health questionnaire modified to meet your local eireumstances and extend it in w~s that meet your loeal needs. Translation of this questionnaire into your loc~l language IbOPld be done by referring to the Imp'le used by respa~dcnta in qualitative studies. If you have any prob· Isas in applying this questionnaire to your local market refer to your regional market research adviser in ~llb~~ Das~-Bssssreh ~II me rc-orgsnis~tioi of data already available to coq~ds~ O and the serutinv 61 this from I Itrietly smoking and health view- N point. This would embrace PDL, ptobct, p~cteg~ advertising and O\ prla~·clipg~ information so as to see if there are any hiddm relationships I ClibPDF - v~~fastio.soni - ,38 - A regular digest of this qualitative, quantitative and desk-research data is recommended together with any theories arising therefrom. 3y this means we can provide a barometer of opinion on the subject over time and infer the best positions to adopt, Appendix i, This give, the researcher technical information on how to carry out the qualitative phase, suggests what he should look for and gives a list of topics which should be discussed with smokers, Pon-smakers and ex-smokers, and an interpretation guide~ r Appendix 2. This is a copy of the international snaking and health ques- tionaaire recommended by ~arketing Services Department of ~lillbank. Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 Hr, B,P, Iertia, IIPTIJJ Irh hrch, 19851 Ht, V, ~nor, Iqcridl Iobacco li~dted, P,O, aor ~100, t~oattanl , PIC,1 Canada BJC 3t61 Dear liagnr, once again B thanks for the apportuairy to join you in your 'msrkeliag futures' tMP~iegl As always, I raM away feeling profesaionally e~cited and challenged bl your wot~, It is certainly clear that It is now realistic, given the considerable overlap of our research interests to Mke s detailed appraisal of the IDP1ICltlOPI of your bdCf for our OVP psychology group research progrole, Such an appraisal is due If we sre to avoid duplication of effort rhilst advancing our coneributiPn belrood that of providing you with views on ii~cntutcl~aethodo~cgy and heaping you in touch with ~c)r projects (i,e, 19ldsr~ and So~ut), I have already provided you with I short suPasrl of ay riera on additional relevant researches in this area ('tid~' copy attached), I belien caplemcnllng large tall consulDer aurvel data with thasa ratha wrP erperiaental oriented issues has dbaaul utility, however, I suggest the prioretiuricp and direction pur behind such IltellitP projects should, he eoa~e(uent upon whet we find froll Project Vi~tg, r will he following up over the neat period with the various pieces of info~tiop preaiade por now, a few overall abla~tiou on Project Yilting: i. Ihe palotislllr oocrvbeleing dre of NrPay guestionnaf,rea eopdng out of Projeca pearl and D~I will, I hope, Pot Intfethtr you into priotetislng and excluding Iteul I thln~ the itm content of both studies is well thought through and has Do obvious reduaCndoa, In vis of this, the pon thiating eht an he put behind creative aolutioaa of the respondent fatigue prObleD, the ~ettcr, however, i suspect even dth tha wit concise questionsira design and ingia~riwuthad~ of adainistration you will he into a repeat vi,it situation (see IlpteL11J neat point), O Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 Hr, Y, I(nox, Imperial robseco limited, Canada, 7th )larch, 1985, i, I would strongly adviae incorporating pay into pearl and wing one population aince this (1) significantly improves flexibility of analysis and interprstation (b) allows the possibility of a larger unitary population which will be important since your prime interest will be Ilqla segmentation, and (c).ahould rednce tha ncruit#nt cost component of yonr alercise, 3, Of course you hov my prejudice in ffaWUr Of cohort designs aampling on a time sarisa basis, the reason being that by this route you can jump from single tim frame deacriptive analysis to a lt7k of analysis which considers the interaction of chosnn variables by tim and Igdlut consumer criteria, Vbfle appreciating that the scab of project VllrlPa precludes more thaP limited and infrequent repeats (to time invenvala which would probably be too large to allow us to infer smooth developmental sequences) I do feel that we pill be missing important insights through the coostrainta of sunray daaign, One poasibility which you may uiJ to treteiw with Diclr L (coatingent on the general population data from the first application of VI~Pg) to aelect a aegmeoted atipopu~tion which could be managed on a &riun atfla baaia ital repeat data collection (guarterlyt) heed on alternating personal interviawa and postal returns using a core quutionoiro plus nny additional "oPP"shot" isauea you may wiah to rut on a small consltmar population, The Dilling questionnnire uled on this ~utipopuLtioa would itlelf be a short form 7111100 haaed on thosa variables Polt Illrely to be important predictors of change, 4, If you do at any point consider the idea of a 'wb~papuktioa' I tbiPlr the inearpondoP of sRolling behaviour measurement offers very interesting posaibilitias of uadlntPnding atab!litylinatabilit in ~oo~ing career, product choice, degree of nicotine dapandenee etc, In, Smo;ing behaviour measurement equipment ia portable and R6lrfnv~slv~, 5, Vheo looting at alternative product segmentation or benefits segmentation, you should pertapa eonaider a repertorg grid approach, generating consumer constructs and appropriate elsPanta from qualitative groupa prior to main survey qltCltiOnlllire dlisPI Zhis would have the advantage of allowing a atructured nnkiag or rating approach within the main survey gueationnaire, and subsequent prospects of principal components mapping of resulta by population andlor by eegmenta, I thinb this could give you a tighter gaotioluire design and bettar analytical cap~bilityl Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 bar, ~p~ri~l tohecu tieited, esude( ttb Harch, 1981, rhur repueent just a few ftlggutiolu, such L the eule end qullli~) of taur propaoll I alpect to ~1~ coonidarabIo further tfn digvti~ opd produdat aorr oboarretiool( Da cnraun~a Dlc~ to lioioo vitb rl he is 1 ntT shrewd choice for atnl dui~n ~ Z vu nq ieprueed, I bope we will ooca he Ible to ~ddr~u n brooder Ippniul of our onrkppLl nulrch Intcrnb, in the neoetine, I laa~ forword to w&uv~t faldb~f~ )ou up Oi~ w oo the ebowe paiatl plu~ ~n~ other d~alopa~at~, Splcldallll if Dfelr wente to tll~ obcot the Irhodololliul / iapliutiool of pafntl 3 end ~ Z will he ploooed to bau fret bin, Oace egein, ny thaPI for a rullt iPtctceCfag laeting, hese regards to bob, feet rcprdt, B.D( ~ZPRr9 cc Ht, A,L, Buod, Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 ~BKETINC pUIVXtS ~atbodolanical ddvencee quntihtin : ii dIPe*setias cohort dLlisDI~ 2. Pro~actin attitude modelling and prediction (experimental plenipulatioP of ~ttitudcl/co~rmnicatioPs ), 3, predictive modelling by smoker career, bchaviounl style and attitudinal stance, gualitativl i, Indrpth motivatiaallthematic studies (EpJI T,Lr,, T,I1 etc) 2, Chronic Group clinical naluatione Specific issues Why do people start to smoke i, peer group modelling 2, Critical period hgpothesis 3, Stress/coping incidence O, PersoMlitplarousal model (extnPenion) 5, Teliclparatelic behaviour model, Why continue to smokel i, learning modellconditioned responeee 2, Nicotine sddicdon~/depsPdanc~ ~ factional sig, 3, Dependance segmentation literal dependance wl Perceived dependance (Phgsiologiul) (Ego strength, locus of control Parotdic twitching) Why smoke as manyl i, Why dent smoke morel (sddiction model) 2, Ecological studies of smoking topology (Celr, diary and participant observation studies), j, Ecological studies manipulating strele level, Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 Yhal are attitudes tclennt to ehmg~g bh~riourl i, Bcqultcpeat for indepth a6tlntioanllthcmotie vor~, Uhy quitr i, '8enrfia' ILg~enrgioP (ipeorporcting sditacc) 2, life at]rle (8wlth) #a~aor~tioa (eol d~~s adalling) j, ~olydn~g bypothcaie : Ihift~ in balanoe of uee of coping subetaocee (sse CWK: etreeelcoping ~tudf), By re·slartl i, In-depth Irndiee of w~thdtavll cffceu - self report, phldalo~iea~ end gLtio~nnfl rasntel ~D erptrimsnt~ Ulling IPiPUfltLd streee le~tele, 21 Conpariaon of polldru~ adluataenta of mcralltul and unlucelsfal quitten, and penonality and aocial ~ahblul 3, Coeparatfoc study of 'coneo~snt~ (blr brand or tar band) and disparate re~st~rtersl Female Smolrcra? 1( Female IDCldCPCIII~O~IPs tOPo1ogJ dFffOrePcel, 21 ecrsonalit]tlpby~iologfcal differencsll 3, I~age~ aad indLpth moti.vatioo differooces, I, Hale ~ Female bak~ioural amoldPg atgla 51 ~le ~ Female pd~tiaglsvitcblag urratll 6, hle ~e Pc~sk etreeelcoping demanda and bcndir~ eagmaotation, 7, Cultural shifts in female role elptcilll~ wott` related (etress coping demands)l Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 fhe future Is Forever ~ntroduet~on Tn panic, someone once said,'The future is overt(lking us!" However it us meant, let that person relax: The future wilt always be there for us to speculate on; and our predictions will be left to other generations to evaluate. But each "present" contains the seeds of each 'future", And we are getting more minute in our scrutiny of the clues, more imaginative in our patterning of the hints, more confident in our projecting into the murky unknown of tomorrow, Here is an exploration of some of the trends which can reasonably be expected as we approach and move into the next century, UneertafnCI and Change People today remark on the speed with which things ehange-- technology, attitudes, behaviour, cities. compared, however, with the accelerated pace of future change, today's dynamic would seem almost static. It nill become impossible for any i ndi vi dual to remain up-to-date in any given sphere of knowledge or experience except in the very narrowest sense. All of us will thereby be obliged to live with considerably increased levels of uncertainty, which for most people can be translated into anxiety, Because change will be so explosive and so ubiquitous, there will be a clear tendency for people to Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 -2- worrj mote, to feel that they can no longer cope, to question traditional values and behaviours. The other corollary is that many will resolve the problem by simply opting out, giving up, ignoring change, Unable to deal with heightened anxiety as participants in society, they turn away, re·define themselves as non·participants, They escape, They drop out, Worlr and Leisure Fewer people will be working at all, and among those who are, fewer will be working full·time, There will be an increasing segment of chronically unemployed, many by choice, The work ethic Itself will become Increasingly eroded, idteness or leisure time increasingly accepted as a legitimate posture in society, One result of this will be the creation of greater socio· economic distances among the various segments of the populatlon--di stances which will become more and more difficult to bridge, Once a member of a given segment, always a member of that segment, The most likely groupings nill be rich, sub-rich older (Ind losing out), sub·r~ch upwardly mobile, and the 2 cellar cells: one just above, the other just below, the poverty line, Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 -3· the three wealthiest dares will account for less than one·third of the population but in this minority will reside mon than thtee·~uarters of the buying power. They wilt becne more discriminating, more demanding. They will insist on possessing and exhibiting visible hallmarks of their power and prestige, their purchasing paweb·in food, in clothing, in other, possessions, and in their lengthening leisure. They will expect new ways to amuse themselves, new possessions and new foods with which to experinent. As the "equal opportunity" ethic moves from hope to myth to lie, the presence of ennnnour racial gaps will beccn~e undeniable. Those on the wrong side of there gaps will require something more than lotteries alone to teep them from growing restive. Cheap escapism can come In the farm of conslrmer products specifically designed to help people at least imaginatively to leap from their own segment to another (even if tomorrow they an back where they started from,) life Style Hathere has nuclear fission produced more far·reaching effects than in the splitting of the nuclear family. But there is today a certain unease afoot as a result. Ar a society we have so far failed td assimilate the multiplicity of living arrange· ments which abound. In the future there will be fully as much tegitimaey attaching to nan·trad~tianal styles a to traditional Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 .4· narnaper with traditional children, traditional dogs and station wagons, traditional wagr4arninp male spouses, and traditional hanea~aker female spouses. All of the variations are there now, of course, It Is simply that they are scmeone else's variations; they an exceptions, so far entirely outside the norm. This will change drpatically, People will no longer feel constrained to arrange their liver according to any non. Male and female roles will become indirtinguirn· able, It vitt be just as acceptable for a man to remain at home to manage the household as for a wcman. Many will share equally in both household and vacational responsibilities, tcmnunal living kill be more prevalent: groups of people sharing accommodation, pooling budgets··blcainr], in effect, nuclear villages in miniature. sexual orientation will become a non·issue, Now that the public it aware of and talks about gays and lesbians and straights, and now that the two minorities are becoming more visible and more vocal, the stage is let for the emotional and psychological barriers to diminish, The complete acceptance of alternative sexual orientations will not come before the turn of the century-and when It does come it will certainly have occurred slowly and in fits and starts, But like it or not society will have to contend with a much broader range of lift styles, each capable of rearing well-abiusted children, Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 ·5- the Consumer Viewed as conslaners of goods and services, be public win be an the Indole much more sophisticated in rendering appropriate and rational purchasing decisions, People will, for example, insist on certain Inalienable rights: (1) fhey nill demand more ~nfonnat~on about ingredients in food produc ts , about food processing, about the technical aspects of el ectroni c products, They will demand a medical consensus on any risk factors which may be involved, (2) Not only will they be more demanding In these respects, then nill be a subtle but significant change in their orientation, Today consumers are inclined to compliment a manufacturer which is more in formati ve than others, In coming decades people nill consider this only natural, even mandator(, (3) They will demand more accountability from Mnufacturers··aeeou ntability m' th respect to advertising claims, pricing poi fcies, Ingredients, product Improvements, and all other pieces of communication, Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 ·6· As the population ages, the concomitants of age will Ina!e themselves felt in the marketplace. More widespread concern of sodtlm~ fntdke will be observable; more prevalence of foods law In cholestetol; less tolerance for chewy textures; greater need for a flavaur "hlt' as the acuity of the taste buds erodes. Increasingly, consumers will question traditional ways of buying and consuming in the same way that they nill question traditional value systems. Must one have three meals a day? Uhy should there be my sit-down meals except for unusual occasionsl there will be much greater demand for foods which are nutri- tious, natural, low in sodiun and cholesterol, especially suitable for microwave ovens, foods which can be prepared easily by chit dren, and which have self·evident superior goal ity, Food products in smaller size packages will renect the steady decrease in family size and the increased incidence of one· or two·person households. Large sizes will not disappear, how· ever, since the needs of larger communal living units must also be accommodated, It is singly that there will be a eonsider- able change in the current consumption pattern by package size. products which clearly hue an international aspect or.origin wilt be of particular interest. As people become more familiar with other countries they will wish to be able to demonstrate this In the products which they consume, Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 -7· Level of Literacy Is electronic conaunfeation alters the value and the Reming of Ilbrag,new ways of cm~uniatirm will leueiap. pictorial and graphic nodes will aale significant inroads into the printed word. Even now, a generadon of non-readers is upon us. By the year 2,C00 nanufacturerr should be prepared to rely as little as possible on the printed wore to get their Ipessages /· across, d h) co Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111