i '"/ Q Q O O O O N Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 RECD~PIEh'DED GUID~LIfES OF I . · ( · mOKIh"O UD HEALTil ~E~SE~UI Marketing Services Oeportm~nt, 27th Septelpber iSi6 ~lillbank, London, Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 PART I Rccolnc:lded Guidelines of Snloklne and Health Research -- Introduction In some! marltets there is much sensitivity to ~molc.ing and Health, in others comparatively little and in the letter .Sroup it is sonetimes assumed that smokers will continue to demand cigarettes of conl,arativell: high tar and ni.cotine values and that such response to 'milds' as exists is to Ipsycholo8ical' milds rather than to the reality of low delivery, should it be offered, However, in those markets of lov senaitivitv and not- viths~32kS tile current state of consumer opinior, and need, this assumption Is tclliliel~r to remain valid over time, partly because of the likely influence on this Subject from other parts of the world (notably the U,S,A,), partly because governments may be persuaded to follow the precedents of other countries in imllosing limitat;sns on advertlsi3g (vhich in itself tends to broaden the licence for unfavourable press comment on smoldnS) and, not least, because tho erploitation of the issue can offer competitive advantages to the Conpetidon especially in mar)~cts where they are making little hcattrre~y, The launch of GAWUY in Brazil was just such a strttegem, In this case the competitor included l~ape-table typa· information in his publicity in the absence of there being any official or unofficial demand for it, This underlines the fact that it is not only open to Ccvernment to order· the publication of such data, or for mBmflC~IVCTS to volunteer it for competitive advantage, but other eources may supply it too, consumer P.ssociations and simil;r bodies may do so, for instance, Influence on local. ,Pcns~t~i~)ity may also be exercised thro~Sh the publication of league-table &ntcrial in neighbouring countfi~s or in distant countries of: iluportancc, such as the II,S,A, Tlw, in teres of being prepared fc', those evon:uali- ties and to IPlow in advance the sort c:' *o~cs we should be planning, ve require to monitor current p~d developing local scnsiti~ity so as to have in readlr.esf. brand and publlcit)t propositions as will sleet cvolvi.ag nce~s. Indeed this app].ic.9 not only to mar!cets of los se~lsitivity hut al.sa to those in ~thicll a moro substaneir?!, deSrce exists since further changes may take place in these too, Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 __ __··___ -:,- it wii: be evident therefore that we need to assess: (i) Smoker sonsititritl' in the whole area of smolcing and health (ii) Attitudes of non-smokers and ex-smokers, including in their case: - attitudes to passive smoking · i,e, the sidestream effects of a smoker's product which non-snolters around him~ may believe is subjecting then to an involuntary smokijng expe;:ience, (iii) Assess the perceived benefits or smelting as such, [as opposed to the smoking or particular brands), Such benefits night include, for instance: ~smokiag as a regulator of mental and physical eo?lilibrium as a social lubricant - as complementary to eating and drinking etc, Thus a somewhat different set of reasons might be advanced for the habit of smoking than xeuld for smoking particular brands tihieh customarily list such benefits as: - satisfaction smoc~~mess soc~~ I prestige group emulation etc,, etc, According:y, we Jet out belot: guidelines detailing the principles of rcs~!areh which should be followed and which will apply to t~e various subjects which maq' in some kgy be connected Hit~ 'ne:lth sensitivity, in this present note we deal with the ,:er,.:ral ~onitorins Funetj.on that is proposed and the arrangement ~lf these notes is first to describe the research objectives in general tenns and then to cover in the Appendixes detailed notes on specific aspects, ·: ~ 'e Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 -3- MONITDRI~C FtlSCTSOV Two stages (ir parallel, xt~ere apptoyFilte) are recDnuPended: i, Qualitative Phase There should be set in motion as soon as possible a semi-continuous scheme of exploratory work whoso purp0se dll be to: (i) Take the current temperature of the market with respect to smokir~~ and health concern. (This would include some ex.smokers and non.smokers ,, well as smokers) (ii) Spot any indications of B Bowth in sensitivity of any new dimensions of (iii) Idontiry the appearance the·problsm, 'Serni Continuously' means with a frequency appropriate 1 to the market and to the research cap~bi~ities of the company concerned. Thus, this might be once a Year in the case of a Company with a limited research capability oferating in an uncomplicated msrliet whereas with a company with batter raci- lities in a more complex marliet a half-yearly or quareerlY monitoring might be ~p3'eptiate, Thus the frequency will be ,mattLr for local management discretion. in either avant the parser, employed to perform it should be skilled in qualitative work nnd have 8 eap8bilitY for judgement such as ~njeys Company trust. He would also need to be a person Irho would ecnduc: such a study with sufficient circumspection so as not to add to the sensitivity he is invcstigatin&. This is less of a pr0bl,lll in large markets but needs particular care in soall ones. The data acquired by these studies would be used to; alert management to 3langinF attitudes and the nature and dimensions of these attitudes provide a~~uide as to what n?testions should be included in, or added tl~ a quantified study so that numerical, rvi~snce can be obtained for a~y hypotheses arising from the exploratory stages (Jee Section a) to provide siPPOst information such as will sp"k embryo ideas for brand or advertising propositions or rel.ated strategy Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 -L- - to relate the data to media coverage of the Subject (see Section 3 - Press clippings) Note See Appmdix 1 for prineiples to be followed, topic-list, and points to coluidcr in analysis, 2, Role of quantified Research ~The purpose of this will be to add questions touching on the issue of Smoking and Health to existing or projected General Con.Juner Surveys whose aim will be to measure the situation, For example~ some of the larger Companies have 'Continuous Consumer Survey's and the idea d11 be to attach I General Consulter Surveys on an ad hoc basis only, Similar such questions to these, Other Companies may perform questions would be attached to these whenever they are performed, In each case there would be a fixed cote of questions which would not normally veri, so as to permit a comparison of the situation over time, but ii would'also allow for the inclusion of new questions suggested from the exploratory programme, E,g, some new dimension might arise, If it proved to be a real one the question related to it would remain, if not, it would be removed from the questionnaire, Tile objective in the quantified work will be to develop simple key questions which will provide a regular barometer of those aspects of eons~uf,er behaviour which touch on health sensitivity and also, to establish the incidence or smokers, non-smokers, and ex-smokers to see bow these change over the, 3, Role of Desk Rel~3rch 511. and)r~trb datl ii I! ~~un, I~nldy nylrriy analysed far a variety of marketing purposes, Whet we now recommend is that it should also be analysed from a specific Smoking ~nd Health vicrpoint; this to be performed on a regular basis and a managcaent'rc)orr kritten an each occasion hiehlighti?g the perceived trends or movemtnrs \Jllid suggest tentative hypotheses of a health-related kind, (a) P,D,I, Data hlthouSh these reports are studied (or at my rate kept by Production people) it is still rare for them to be studied on a continuous basis t·~ mnrl~etini~ people, We recommend that the)' should be so studied Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 ·5- regularly with a view to seein~;c~icther: - Brands of given TP~l's, Total i\'icotine and Extractable nicotine characteristics are propessing or regressing as classes, - There is anE· geogapllical pattern associated #ith the particular ups and downs of brands, - There is any other pattern de6reible from the figures in terms of the association of particular levels of delivery with particular types of consumers. 5·E;, smoker·type, age, sex, occupation, class etc, There is an 'oddball' brand or brands, .vhose PDt characteristics and associated smoker profile and market progress places I it as variance in some ray with the restof the market? 1Jhsther there is a trend over time of competition brands in PDt terms, Can one `iofer on the part of a particular laanu- facturer a desire to move his brands downwards for example? Note The relationship between TPM, Total Nicotine and Extractable figures can also imply an infroasingldecreasilIg interest in taste as such, One might thus look for indications or progress for brands which offer high taste but relatively low delivery, low taste/high delivery and other permutations of these characteristics, Obviously some of the b~potheses that arise will occasionally require field research to supply missing bits of information or validatiol, (b) Product The performance of certain phl~sieal characteristics can also be looked at from a specific health orientation by grouping these chorncteristiss into classes (irrespective of the brands which may comprise then), &,g,, Those cigarettes having a particular tobacco colour over a range dark to blonde, it may be that blonde e,g. may signify a hca~thl purity association, Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 *_·__II__···· ~I~ ~_ __ -5· White tipping versus br~'lll tipping cigarettes Pressure drops Filter length in ratio to overall cigarette length Filter brands with rings (vhich some may think indicate when to throw away) versus cigarettes without them Recessed versus normal filter (if appropriate) 1 Carbon versus non·carbcn Any other 'special' filter classes Heavily aromatic versus light aromatic cigarettes I Slimmer than average versus average circumference products I High versus medium versus low porosity Papers, We how of course that performance Mder any of these headings can be ascribablr: to factors other than a health interest but the plrpose 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, h'ote Menthol versus non-menthol would ~~ another obvious division Ma should look at tom tills perspective. in this case we! should be looking for any indication that menthols are prog?ssive tecc~se of: - an interest in the taste - an Interest in the health:ssocirttioas of menthol - an interest in menthol purP.!,y because it ameliorates what would otherwise be an unpleasant smoke, E,g, Up-market menthol progress would be likely to indicate 1 health interest, Do~n·marl~et mc:lthol progress might Indicate an interest in ameliorants, and not health. as such, Eiiddlf! market menthol prog'css could be either, Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 ·f- (c) Packings Groupings that suggest themselves here are dark versus light coloured packings, Again, is there a Seo~aphical or other pattern evident in the progress of packings of particular colours? EISI dark red packs might be progressive down- market where interest in health is often least, Light blue packings might be progressive in up- marliet locations where interest in health is likely to be higher, Are there any other design elements in the market which could profitably be grouped in this way, Bars, chellons, symbols, etc Again, it is realised that market structuring will trammel the picture but the data may still yield health associated h~rpotheses if looked at in this special way, (d) Advertising and Promotion I Brands~ can be grouped according to how they are advertised, E,S, (Nherever appropriate): Those which the advertising explicitly states to be mild, Those which the advertising implies to be mild (through mood e,g,) - Those which are unspecific on the matter of mildness/strength ; These which explicitly or thm~tgh mood indicate a strong or manly pn~Uct, (c) press Clippings and other Media Recclrd 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 sizlilpr publicity enamating from other media, About once a quarter it can be brief~ compressed into a digest which should indicatel~ot only the range and substance of the material, but also whether the volume or intensity or it has increased or decreased over previous quarters, Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 ·__· Apart from its obvious inheresr usefulness this material may also be correlated with data realised by the oqlorator)r research described in Section i, Thus a nev 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 vie# 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 (i,e, product, packaging and advertising) being dealt with in the consumer research part of the programme, I . 4, General fn summary, it may well be that on reviewing the'data 1 from all these sources there emerges one~ or two possible which, at least, might not be so evident without ~doiaS this research, i, There may be signs of a gradual evolution of health concern such as is beginning to have its effect in all f~ manner of subtle ways on brand franchises in the perception or advertising and in other reactions, 2, There may on the other hand be signs of a more j excitable situation in which because of some' own or Eampeti- tive move or because of more vigorous anti·smoking publicity consumer behaviour is showing some dramatic or erratic shift, I 'Ihis ~q be of short-term effect or have longer term consequences, A similar situation mig~t arise, particularly at lover levels of the market, if a Nmci~ arose about a particular brand whether founded or ufix'ounded, These possibilities are not exclusive and a~atavar the nature of the d)namic that is operating it will normally i only become apparent ii we relate together as many areas of data os possible so as to come to roasonllble hypotheses, plus, the purpose of the 'Monitoring Function' described in the preceding sections is two fold: to identify opportunities related to smoking and health which the company may be able to exploit - to identify threats related to smoking and health which the company should take action to guard against, Clit; PDF -!::!!::!!::!.f3 StlC.i: Dill __ -9- Resulting from either or both n; these there may well be a,necd for new brands, or for the modification of some of the company's cx~sting brands, It is essential that the brand objectives are clearly spelled out in each case, and that the re~uircd posi- 'tioninS of the brand is specified both in product teres (smoke deliveries etc.) and in consumer terms, Of particular importance is the successful identifics- tion of what is the optimum 'distence' of a new or modified brand from other major brands or clusters of brands in the awket, in order to fulfill its proper longer-tern~ function, For example a new 'hes;th reassurance' brand loay be introduced which is located relatively close to the major existing brands, This may very likely obtain more volume in the short term, but if smoker conce~ with health matters increases it may be that the brand is then too class to the existing major brands and the consumer requirement is then for a brand which is seen as moro distant, t Ibs speond latter lihich ii $ pa;ti~ulu 9iltMIP in the monitoring f~L?ction is the identification of the sorts or people who are most likely to be affected by the 1 various smoking and health pressures, r. ' It is these people who should be regarded as the primary targets, and on whom the next stage of research ton brand and product development) should be concentrated, If research on brands and products with a future smoking and health role is carried out on samples of smokers which include people who are less affected by sud matters the results can only be misleading, The further sections of these suill·lin~s continue with the detailed aspects of brand md product d~velopn#lt as related to smoking and health, Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 -10- APPE~DIli i, Situations in ehich Lca Tables ..~...~.,,,,.,, A. ~losatoty r\esearch botes Attitude trends bearinS on smoking and health sensitivit~ mJ:r quite commonly begin at kro levels: (a) The sophisticated level - i.e· in places and among people where there is high media exposure as well as an awareness of what is happening in other countries, either through the rcadershiP of international as well as informed local publications or through travel, or both. Thus I there is at this level a greater tsndencv to be concerned about environmental and social issues (ajr pollution, traffic pollution, additives in food, and other health and t nuisance consequent es of modern iivine) than Jt any~ other, They are usually moderately affluent thereas poorer people are too concernbd with the business of making ends meet to bother ever much about these things, (b) At the unsophisticated levfl. i,e, in places and among people ullo ore prone to believe in rumour unsubstanl tiated by evidence, Once rumour begins it tends to spread rapidly and there is no body of informed or EdllfJtEd opinion at this level to correct it, Sometimes it takes i the form of believing that some products are made of 'immature' tobacco, There are many other examples. Xt is important when investigating this level of Tumour not to add to it and indeed once the mnin facts have been diseorerad from respondents, to dispel it in their prese?.ce, In the middle of the market uhere smokers are usually eonccmed xith getting the best rlullity· lo?y can at a reasonable price they tend to receive t4eir~ opinions one remove behind those in:he upper segme:lt, TfiLIS, in terms or a structuring the research t~rze groups from each segment would be a reasonable number to j~rerviev comprising no less than eisht people in each, An al.~ernative would be to use a mini-goup method of intcn-;or,ng, in which case a slightly larger n~sber from each scpsc' would be recommended: say, 30 from each, Two-thirds in each ease should he dr3M1 fToln the YounSer age Sr'oups (18-3o], In the upper and middle scbmenb it would be useful to hjre 2 small number Of fcnlPles (Sly, five per segment], Groups of similar composition should be interviewed every tllreJ Inonths, Clit; PDF -!::!!::!!::!.f3 StlC.i: Dill -11- As an ;!:lra source of information it would be valuable to cover (sc~ with a frequency of once or twice a year) some groups of son-smokers those who have never smoked) and also of ex-smokers (those who once smoked but have abandoned the habit within the last 12 months), One group of the forcer and two of the litter should be adequate for .this purpose, their composition arranged as far as possible slang the lines suggested for the smoker groups, In the case of both of these segments one would be especially interested in their attitude to any feeling they might have of being exposed to the effects of smokers when in their presence (sidestream effects) and whether ~th~y exert pressure ax smokers of any sort because of any belief that they are being forced to become 'passive' smokers themselves, By the same token the views of smokers would be ussful j on whether they are auaro of this kind of effect on non- smokers and 'ihether they feel they are subject to any pressure from them as a result of it, b· ~*Cls · 1 'Ihe following are not questions one mould put Co respondents as such but questions on which the group leader would like enlightenment, How the topic is actually introduced to the groups depends on the atmosphere, what j 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, laoxledge of other brands on the market, how own brand is seen to differ from others in image and product terms, brands which might be considered substitutcs~ for ~·Sular brand, special occasion brands and SO on, At this point one might lead in to the real purpose of the study wbiul is to assess smoking and health sensitivity by th~ use of an oblique approach, ~In some markets e,g, 'Jlildnass'~miSht be a lupbemism for 'bealthiar' so in these cases a stat'ement like 'I should like to go into this business ~f n;ildness and satisfaction a little more deeply' and then Qoins an to put the undermentioned topics to respondents for d?scussion Right be sufficient to induce them to air any attitcles to smoking axd health as they may have together with any knowledge the)' have of the real or supposed constituents of cigarettes, such as tar, nicotine, saltpetre, stem, additives, flavourings, etc, and their imagined effects, 0' Clit; PDF -!::!!::!!::!.f3 StlC.i: Dill _ _I ~_ -12- In the Jvent 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 whether these are desirable or not, The aim is to see 'whcther 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 truth without putting ideas into respondents' minds which were not alreadv there requires some subtlety in the choice 3nd Hording of questions, (a) T_opics: (oblique approach, using 'mildness' as a lead) What is actually understood by 'mildness'? j Is it likely to be thought healthier? What 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, axplarins constituents, mildness and health reassurance) What constituents do respondents believe to be present in cigarettesl Any awareness of tar,·aieotSjlcl saltpetre, :?tm, flavourings, addit~es, etc? Wtnt effects do they perceive these to have on the Product; on themselvesl khat difference do they detect in the various brands in these termhl Are some alore hsalth·rtassuring for the presence or absence of these constituents. k~lch brands? Ulich constituents? Was anyone ever consciouJ1~ switched to a brand of more perceived mildness or health reassurance than the one they customarily smokedl To what Estent was advertising influential (deeails)? Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 ~1~C__~ ·_ ~__ C To what extent was the opinion of friends influential(details )? To what extent was a concern for health influentiall To what extant was editorial coverage of smoking in national or international journals of influence (details)l Is a Perceived mild or health reassurance product less able to assuage smoking need than a stronger product? j Is the sacrifice in satisfaction or in other departments of smoking a xorth- while exchange for the mildnesslhealth i reassurance perceived? Whether interested or not in mild or in 1 health reassurance products, what view do respondents take or people who snioke cigarettes of obvious mildness or health I reassurance, What sort of people arethey who smoke thess? What is their feeling about filters, What do filters principally do, in their view? Are there any brands of especially efficient 'filtration, What are they? Any of low efficiency, What are theyl How do they detect efficiency in these cases, (Stains on the filter·end may be volunteered), II filter length importantl Ideas about this, What proportion of a total cigarettes' length should be filterl How do white versus brown tipping compare in terms of suggesting mildness, strength, purity, cleanliness, menthol, What sort of people go for each? Doss tobacco colour have any influence in this directionl Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 -14- In Ssnlrill whst hCsring doss ICPlm hsVo on how s cigaretto is ptrccited in lilLcss or in hsslth rsassuranos tonss, E,~,, rognlsr, King Six,, SupsrlsiEgs, 120 nn etc, II pries Issoclstod with quality snd thus with hsalt8? How POpt pltklbllf. C1P partiellar I psek EO1OPI tPllblt typo of oontsnts. How do thsy yroup colaps snd thsir prohct assoclationsl Hl'Ooat nrsl liks sltsvl, sxtrs suav(, slsf IPIV( - (il Lstin Lcrie~) t Whst sort ot produots do thsy imsSino thosa rPss opplJ to; how do thaT diiisr? Bit sort of psopla go lor thsm in thoir viowl ~ let sort oi proheta Ira ths YounS ~lcKnZ thssl days - lilds, lachislo brmds, I br~ll"rt brands, hlslt4 rllssursnco brsnds? Whst sort oi products should thoy be s~~t In the vlor or thl groups? II it taad for thta to smoko st sil? WhY not, if not! 90 thoY holiovo slaktny to be bnd for ons, I for ons, Whioh Istsl!or n partioulsr lsrll ot ~~~ny bid $It snsuls ii tho Isrsl is Ixcsadtd in thlir rilwl How rlr b~~ ~sir rcsding, n watsbine, rndio Il~tcp~y ~ilumfld thorn in thtso rinsl How swsro Ire thly of slo~nb md hoslth ~bliciB in noiShbouring oountrias or in Por( distant countries of importsnos, saeh os tbs V.S,AI ~ awaronssa pd rdsrst~ndipl of L,lps Tlblss, Is thtrs ony howlcdgl of Islps·tsble publicit~ in ot8sr comtriss. Whst liidet doss it bsvl on loeel ~cnJit~ttt ...... .,e ClibPDF - v~~fastio.soni _ _ c Ij- II Has there been an increa;; in concern over these matters? Given that concern (if there is one) what /i kind of cigarette products do they think would now be best for their needs? I Vhat are the beneficial effects of smoking ( For example: j i social lubricant · i,e, offering and being offered cigarettes II - helps to pronate physical and mental wellbeing ji helps one to concentrate provides a 'reward' for tasts performed i completes the pleasure of eating and 1 drinliing i etc, What are the harmful affectb, if any. How do they identify these. ~hat parts of the product do they think produce these effects, 1Iov could they be minimised ideally? 1 Do they identiPI any particular brands possessing those negatives? How fur does their own brand possess them? How much pressure do they receive from friends or family to give up or reduce j smoking? Has it increased over time? ii Xs any of this pressure ccnr:erned with the fact that they are ca~inF,:tbeir friends I to ixndvertently smoke (throu~h being It exposed to sidsstream clif~ct)?. How does it affect thei~ aKF current view of it the matter? if a cigarette high on taste but low on nicotine were to be produced would this be of interest? Do they identify an): such products at the aomelltl Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 -16. Lhat are the benefits/negatives of menthols? lihat sort of people smoke theml Are respondents ever inclined to smoke them. When and whyl How about American versus English versus I local cigarettes, how do these differ in mildness, taste, satisfaction and health eoMotations? Obviously there are many other related topics, many of which may be spontaneously offered, There will also be purely local market aJptets worthy of introduction. I However there should be sufficient triggers among the above topics to cover sensitivity generally. I~FP~1 The ad hoc nature of topic introduction does not permit j of a formal scheme of analysis, luhet is.rcquired is to look for signposts denoting sensitivity from one area or discussion and see whether these are confirmed from those arising from other discussion areas, Ons is looking for such things as: Any informed la~odedge of the matter such as may influence behaviour and attitudes? E,g, bowlidge or such things as tar and nicotine characteristics, j ad how these apply to market brands, Among those professing indifference to the subject, any sign or sensitivity lurking behind the bland rep I~? Whether interest in milds and health reassurance is more macked among particular social, geo~a· phical or cultural segments, Vhether sensitivity in general is more marked among any of these segments , Whether if is believed that the young are showing more interest in 'safe' brands than older people, Whether there is any concern about the cumulative effects of smoking more satisfying brands, even though continuing to express a preference for them, Interest in any 'oddball' brand · elgl one wildly different from normal in PDI terms, ~P 0' Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 __ 11~1__ 17· Signs of occasional interest in menthols as an alleviant to the effects of regular brand smoking, Usage of perceived milds and health reassurallce brands on an occasional basis, Vhether behaviour or attitudes show any sign of being affected by what respondents have read or heard that touches on smoking and health, Any belief that certain pack colours denote particular levels of delivery - e,g, blues may denote mild cigarettes Reds ma? denote strong brands, Greens Will, probably denote menthols, Is there any sign that smokers are throwing away longer butts Wan before, Any talk of some brands having Inatural' tobacco or 'purer' tobacco than others, I 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 smoker Any belief that what happens in the U,S,GI happens eventually in other countries, Any interest in 'psychological' milds and reassurance brands - i,e. those which have the appearance without the PCalit~f~ Among which segments is interest in true milds and health reassurance brands greatest? How do smokers themselves see the future trend (irrespective of their own loyalties), Do they envisage a growing interest in milds, Among wham particularly? E,g, A 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 concern, Ho might for example say: i, He's happy with his current brand (a strong one) and wouldn't~ change 2, E~i~lder brands are tasteless I,~. for cissios ,,,, for women, Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 ID- 3· Young men are the ones Hi;: are beginning to smoke milds; they are not real smokers, 4, No, he wouldn't smoke menthols, They're for queers, \Jell, he might smoke one occasionalll· but only when he gets a cough from smokillg too much of his regular brand, perhaps once or thrice a month. S, He doesn't read international magazines, Ho 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, hat is why they switch to milder cigarettes, 6, He doesn't recall any advertising and claims not to be influenced by it, 7, Ho throws away fairly long butts, He used to smoke them further down 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 twicg ·to give up the habit, for seasons of economy, ii, He wouldn't smoke a cigarette without a filter, The filter has a 'purifyj~g' effect, 12, He doesn't believe the acpunt'flter claimed far the ErtFa·suave brand recently on the market is any better than the once on his own brand, 13· He wouldn't like his own ~ran~ to have a white filter because it would show the stains, which look unpleasant, etc, Obviously statements 4,7,9,10,11 ud 13 belie his professed unconccra about smoking, Statement 12 contradicts statement 6 and 31518 and 9 indicate awareness or the social momentum affecting his habit, He is probably susceptible to a 'psychological' offer, in time might be susceptible to one which was truly milder than his current regular, Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 __ -19- Topi c Guide 8, h'on-saalicrs and Ex-smokers These respondents will include those who have never smoked and those who once did but have since siren it up, Elany of the topics outlined in the in'ianien~pide for · smokers will be appropriate for these respondents too and those which would be irrelevant Hill be evident from .Fommon·sense inspection, However there are some special topics appropriate only to ex and non-smokers and theta are listed below, · Ex-Smokers · When was the habit abandoned altogetherl Wnat brand(s) were being smoked mainly before abandonment? What.benefits were then derived from the habit? c When was the habit first adopted, how long uas it maintained? Whntlxere the seasons Ear giving up smoking; ware these to do vitth media Influence, social pressure, family or religious pressure, own convictions? Wire the reasons to do mainly with smoking as such or to do with the effects of particular brandsl - Ii brands, would respondents have continued smoking had there then been a brand on the market more suited to their taste - or would they recorr~ence if there were one nowl khat is their attitude to smokers no~r. Is it tolerant or hostile? Do thev ever exert pressure on smokers to abandon the i~abit? · Do they mind if people smoke in their presence? - Does this make them feel they are being forced to smoke themsdlves ~ i,e, by exposure to the sidestream of a smoker's product, Any other negatives, e,p;, of a social kind? N,B, (i) An attempt should be made to obtain spontaneous comment rather tl~an answers to direct questions, Iiowevcr some leading may be necossarv in order to get a topic covered, Ncvertheltas one should try and Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 -20- avoid putting into respondents' minds such ncgz:j\·es as they might not have thought of themselves , (ii) It is often the case that ex·smokerJ are much less tolerant of smokers than are people who have never smoked and criticiss with a zeal similar to that of religious converts, This should be borne in mind when receiving comment, ~n·Smokers Any special. reasons why they have' never adopted the habit? · Do any of their family smokel · What benefits do they imagine they derive from smokingl What is their current attitude to smoking and toSmokers? c Has this attitude changed at all over timel in what way and why. what ini~lue~ecs caused the ch~nge, E,QI media, social, personal convictions? · Do they exert pressure on smokers to abandon the habit or Pot to smoke in their presence? When people do smoke in their presence do they feel any invasion of their riots · e,g, being made unwillingly to smoke themselves by virtue of the sidestream effectl ·( Any other objectionable aspects; e,g, hygienic, dirty ashtrays, etc? CautiPna~ statement (i) above,,ppllls also to POn·SmOk~~SI B, Situations in wilich 'Lea~le Table' Data~u~i~ The prcviars notes apply particularly to those markets wllers there has been no publication of Icape-table type information either by official or other bodies, ~I~oHever, a sit~atiox may Ehan~e and one may suddenly be confronted a:,tt a publication of this kind in which case one must be prc?tred to research its effects, The guidelines already set out continue to apply but with the addition of those extra topics requiring investi· gation, Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 -?i- E,G: · Auareness of league table publicity I Eledia source to which attributed Understanding of the table itself - this will be influenced by the way it is preshnted; see note below c lihich brands are now seen to have improved their images in smoking and health terms and w~fh have not? · Are some brands obtaining an unjustified benefit or· damage as a result of positioning misinterpretation (perhaps due to alphabetical. arrangement; see note below)? Has the consumer changed brands as a result of the leaps table Publication or is he intending to and why? - is he now making Feater attempts to · reduce his snol;ing or give it up altogetherl 'h'ote ~ Consumer perception can be influenced by the way tables are presented, Several forms of presentation are possible, For instance: Tables may be published which show brdnds in descending or ascending order of tar readings or of nicotine readings, A frequent effect of this is not necessarily for the brand with the lowest readings to benefit (Ispecially if it is too much at variance with market taste) but for other brands tanked close to it in position order only, Thus, the brand placed mexC might be quite considerably higher in delivery but because it is ank,d 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 monoxide, etc., and index these according to some formula or other, Except for those who understand formulae indexing can have the e;Efect of obscuring the importance of particular elements (e,g, nicotine), Tous it might be found that a brand enjoying increased popularity Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 because it has a low i~dex numl~or might still be delivering 1 fair amount o;' satisfaction, In this case the effect of the other elements might be responsible for it having a low number, The grouping of brands into high, medium and low groups according to their tar!zicotine readings is also popular, k"nere 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 alphab~tieally, Thus the lowest in any 'b~d' may simply be the one with the lowest alphabet letter and not necessarily with the lowest readings, Consumers often miss this and simply take positioning itself as being the most important, Some tables are presented by giving low 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 u~dertakiag research into a market there league tables are published, -······· · .....I.....,.. ..lu Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 t s3. i ( ii tjse Phase Xt i. I]1'Lt Yith all Continuous Consumer ~;,·:I,·I.II ~~,l~"'"cr Surveys quostions should be inclunl~·:! at :I:I· ~~~ni.~i~ StlGe Ht~Ch will provide data: !I On f'.:r illel~~~·Il~~· ~lf sp0klfl and non-smokers it .50 115 ttl rCe 1)\'1'1' 1;':i. k.!13t pre the trends in the RhnndosmenllSnI*~ll rlll· habit. ij (I!j 0:1 tile ,l1' recent ex-smokers (i,c, those k']l(l bovt! discl,at:ll'll·~: lhl' bJr~it B AlnllthY)I X SElr~C(I~I:: Ilf tl:CSB would then be taken ~ald inton'ic\ird a~·;l.r!·~ll~l~ to discover reasons for ablndo;uneht, (111·?L' reJSO~S show change over tilne n!ld IfilCtl~Ft i~l:\' e·1IIPaEiOllS CBn be correlated with SmokiaS and Ill·al~;~ IlablicitY oro:cj of data, with any other C Thus the ContnFt rt:cCt will need to group separately: (i) Smokers i (iii) Ex-smokers w!~~l J1Jlldoncd the habit more (ii) ~l~hose who ~mrl~ I~r~Er smoked than 1~ nal~~il.u ~ISo (iv) Ex-smokers ui~l~ env4 up within the last 12 months, S!I06ERS As stated in till' gmcral notes tr.e recommendation is that a set of clu~.utionu .rlueirically designed to monitor health sensitivit)' sl'l'\'ld be included st least one a year in the case of thne'' ea~atries which have a quarterl~ General Consumer j:1N,.' ~: else, in the case of coun;rics ii which do not hpve '1 c:·jl~ included to such General Consumer Surveys us vn;t~ he put in the :ield from time to time, ii It will. b': b·::r iT this core of lasstions remains unchanged to pr!rlsil c;l-·l;lrisons to be made, Hovever certain nou guestionH ;Irl~l~ from ttg eqloratory studies or to meet new confin~''"E''~' '1I111 thenl could of ccurse be added as nccc~rl~~r· Il:r same token it nla~ be discovered that ~omo que~tl""~ "'''' "II 10"8er appropriate or do :ot 8dcit meMin~l.l~l r':~llllll~~~i, ill which CBTe they can he removed or mc~tl i I' i ed, Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 ~L_ i'l A possible set of questions might be: 1, Opcr the last five years would you say you have: 1 Increased your average daily cons~ptioa of cigarettes ~~~.1,~~~~I.I·,·I~,.··I····I···) Iiept your consumption at an even lePe! Reduced your average daily constzmption of (if 'reduced') ask: k-~Y is this so ·1~)11()·11)1(1(·1~··1~~1~1~)111.· (~B, The res;onses are not likely to be factual but if e;S, there is a trend over tise for 'reduceG' to increase as a response thenthis could be meani~l~ful), 2, h"r.at in pour olm view do yell fbink will be the general tendency among young smokers in the forth- ~co~ing years, k'i:l it be to: (aJ Seek milder products (b) Seek more satisfying products (c) Seek products of much the same level of satisfaction (dj Re more inclined to give up smoking altogether or not take up the habit in the first place, (if answer 'a' o:'d') ask: jh) ti~Y do you think that? 1~1····)1···~1···)11)1········1~··1·1···I~· (b) Why do you think that? (zs appropriate) (S,B, The purpose of this question is to discover something about the respondent's oan reservations about snloliing, If asked dircctl~ he is likely to give a bland tcply, By asicing jlil Irlmi be bcliens others mal' do, however, we enable him to project Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 C)I his o~;n attitude into the s~??Jsed attitudes of others !r'ithout him being c~;are that he is doing this,) How about your okn curre~t attitude to sloking, \ihat do you believe to Se its main benefits? For instance, would you agree or disa~ee that any of the fol!ovinS might be benefits: The list of benefits actually to be used should be derived from the e!:i,loratory ~cr~e in each market) Relieves Tensionl~tress AS~eelDisagee · Satisfies a physical need helps oneto concentrate · Is a useful. social lubricant Ins~ils a sense of Hell, being Rot~ds off the pleasure of EatingldcinkinS Any others (specifq')l how about drawbacks, k'ould you agree/disagree that anl' of the following might be included amongst these; (~,B, The list of drau;backs/disRdvar~ta~Ses aetua!l~ to be used should be derived from the explorato~ work in each market) tv'astohi qgroe/afsagae D~rtl'lunhygienic - Bad for ones health c Pointless - no real pleasure involved Sinful, offends against religion DiscSreraSle · offends other people Any other (spccifv)l 4a, C;s your attitude to the b~nclfit~/~ratl·backs of se~ol~ing changed at all since you first tool: up the habit? Tes ,,,,,,,,,, (P 4b) ~O 11·(1(11·1·11 O Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 'III, In uhat w~~ has it changed? (specify) ).1~·1·.·1(())11)(~111~1··11~(1)1··(11·1·111~1~1~·~~1)~· t 'Ic, lihat influences have helped to cause this change? Religious influences r PamiZ1' influencebfluence of Friends .Television (details and content if remembered) F Radio Local Press r International Press (sho;ld any Iplovledge of reague-teblc publication in foreign press be mentioned, probe for details) Medib generally (no specific medium) Other (specify) II, RECE~r EX-S!1OKERS .r Yt n~lu,d Bit I.op~ion II L.XII Irq 1801 ilr the purposes of a simple questionnaire, They should comprise the following descriptions: ~alcs (UrbPn only) r Age: la:)5 .;1'3 each of the upper, middle and lower social classes 26~ 20 each of the upper, middle and lower social classes p FfmeLs (U:~an only) AScl 18-35 !o each of the upper, middle and lok.er social classes 36+ '1\l each of the uyper,,aiddld and lover social classes ·O Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 -27- Recent Ex-Smokers QucstionnaircOutliae Nama I1II(,1,,,,, Sex Gave up smoking Occupation ..~~~~,~···~ Social Class,,,,,,,,,,,, psnnaxently in month 123456789 Age Age Group ,,,,,,,,,,,, 101112, For how many years were you a, smoker? 2, At what age did you copmence smoking'l g. What was your last regular brand (the one you smoked most often)? i. Did ypu have a djflront regular brand bcfpn that? What was it? 5~ Why ~id you change from that: to the ope you finally adapted as your regular brandl 6, What wore your reasons for giving up the Ij blbit (pcob~) 71 Did any of the following influences have any bearing on your decision, Erplain in detail, (Notf: the actual list to be used should he derived from exploratory work j~J;,Eeh market) (i) ~d~luence daorlaa~tcs (iiJ influence of family (~ii) Influence of freiads (Iv) ;nflnence:of religion · (v) In~T,aence or newspaperslmagaziaas (Ypecify) I (vi) t~fl~once of other, media i ~pecjfy) (vii) Any other (specify) 8, Ifow about your own current attitude to smoking, b~hat do you believe to be its main benefits? Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 i 28 .. For instance, would you agree of disagree that any of the follotJing nn;~t be benefits : (Note: the actual list to be used should be derived from exploratory work in each market) Relieves TensionlStress AsreelOisaSree · Satisfies a physical need r r Helps one to concentrate II n Is a useful social lubricant I ,I bstils a sense of well being Il n Rounds off the pleasure of II II eating/drinking Any others (specify)? Il1III··.I1I·t1 I)l(ll)l'llllllllltlI)(ll~·)l~·ll))l)~~b~))~)1~()1)~()1 How about drawbacks. Would you agree/disagree tllot tlll~ Of the following might be included amongst these: (Note: the actual list to be used should be derived from exploratory work in each market) · Wasteful AgrsalDisagss Dirty/unhygienic 11 n Bad for ones health lr n Pointless - no real pleasure 1 I involved · Sinful, Offends against religion " n Disageeable · offends other n n people Any other (spcci~)l ·. · L.I.ILLII'L.·L·~ ~~1~~,,~1~~),~~~~11~~~~11~~~))1~111111~·~~·)1111·111111 O O O O Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 SI~EURY plere is a need for companies to monitor s!nolrinS and health sensitivlt~ in their mar!rets espeeiJ111' in those dth low current concern but where the situation may change over time. Companies mp\· thus be forewarned of any changes in attitude and be bet;er able to develop correct brand and publicity propc;itio~s. These notes are guidelines on the research principles to be followed and the principal infar- mation to be obtained ~o·Y·cr~: I Smoker attitudes to smoliing as such, the perceived benefit; of smoking and the degree/extent of smoking and health concern, the incidence of gains and losses to the market or to our brands as a result of smoking and health matters c attitudes of nan-smokers and tx·smo~ers to the I smoking habit generally and to 'passive' smoking, Tlu·ee sorts of research are called for: Qualitative nesearch: x ~uarterl!r investi~ation into the attitudes of'smckers, non-smokers and ex-smokers to take the temperature of the market and identify any new awareness or new dimension of the smoking and health issue, This would be small` scale work employing group discussions or mini-groups, I Quantitative Re~careh:~s and when General Consumer S~L-~cys are planned, the inclusion in these or a fit:cd core of questions relating to smoking end health, some ct which will r be suggested by the qualitative studies to show both the current situation and trends, Desk*Research: The re·organisation of data alroadq- available to companies and the scrutlin~ of this from a strictly slo~nS and health riek3oint, This would embrace PDI, pod!Jct, packing, advertising and press-clipping information so as to see if there are any hidden relationships, A re,ylar digest of this qualitative, quantitative and de~l~·resaarch data is recommended together with any ti:eor:es arising therefrom, By this means we can provide a barometer of opinion on the stlbject over time and infer the best posi· tions to adopt, APPBDIX _1, This gives the researcher technical information on hok· to carry out the qualitative phase, suggests what he should look for and gives a list of topics which should be discussed with smokers, non-smokers and c.u·snol\ers, and an interpretation guide, hPPI~Tl,rS2. This gives technical notes an the Puanti- O tative phase including recomendstions on sample design, Lad O examples of the question; that could be added to any General' Survev, ~ variJ~t is included for or-snorers, O Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111