RECO!ME~PED GBDELI,CFS OF MOGISG A~D HE~LTI! BE.fEM1C:I ~:keti~E SePiceJ Depertmact f june ~~i9 london, Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 * P~ I R~~~snd~d Gu!d~!inel ~~ Imo~r md H(alrh Rrrllrch Iatroduotion in sole ~~r~cta tScrs ii mPcb ssositiPitJ to Smoking lad Hl~ltb, in o~lrl oomparativelY little ad in the latter groUP it id sometimes tllatd that smokers ~11 corr~e to dlmsnd c!glrctt~~ of caqarltirllf high trr and niootins valPa~ and that a~c~:(SPOPJC to 'milds' as exists is to Iparebologicsl' ailda rather than to the reality of !r dclivsr)?l sho~ld it he offtrad. Hovltar, in shots I~rkcts of law ahns!t~itT end pot- uithstm~ll the curra.nt It~ta of oonsumer opidon end n,td, this ~~laprion is nnliksl!' to rsmsia Pllid over timer partly beoaule of the li~~ly influcnoe on this subject froE other parts of Iha wPrld (~3 tablP the Gljll.)l partlY bsfaale bO"~'P~' FL! be persuaded to ISUPY the p:eoedtrss or other co~:rles in ~es~g 1WtationJ on ldvertidlng (vbich ~ itself tends to brjad~n the liclnce for unfavourz'ole press eolant on slo~b] ad, not Iiaitl bsc~P~e the 64loitltion of the I~sPs cdn offer compstitive ldvanragss to the Competition Isp~eill!y in Ilrksts where thcr are mlkiay little hr~~F· The IblCh of t~LYT in Br;z:l Y11 jpst I1Eh b Itrltegell h:ll1 ease the Colec~itor included l~lp·tlbl' tE'Pe infonadtion in his ~~~liFltp ~ the sbstnce of there being ~ officisl or pOiil:111 delDod for it. ~iJ underlines the Isct t'nat it is not onlr ooen to Government to order the p$licatioa of each Cst~, oE for m4nufscsurDrs to volunteer it for COEpliitiPI 1~IPTlbll hut other dourc.es I~! su3plv it too. Con~er ~~~oclar:ans scd sLi)u bodies o:I do so, for inst~ccs~ lillcscl on local ~cnlit~t~ IJ h.10 he elreroised rkou~ the p~lic~tlen of league-table ma:erial ~ nlllhbo~ing oouxtrits or in distent oountries of importancel mcb as the 0~5·1, Thus 1 ~ tlPI Of being prepared for these et,~rPlli· tied Ind:o bov in I~~C( the dort of loots we rbc~d he planning! Ya r16~( ~o len!;Pr ourrsnt ad develoPinE; locsl sansitivi:v so as to nal in rcadir.ese brand I~d puj!icirv Fropoait!ona os rfll plet evolving nl~d~~ indeed rtir b3plics no; ar!~:o zar~tts of low senslrlV't!. but also to ~Yli~~d I·n ~b:n~~l kpa ·~~ dee f~~htr c~~nE!I ,-,av take p!aee in these too, O ClibPDF - v~~fastio.soni .2- It will be evident ;t"talare ihbr we need ii assess: (i) Smoker eenei:ivit). i" the uto!e area o~ sm~4i~E aPd health (ii) ~rtitudes of pon·smohrs ar.d ex·soiiers, iJe!"bi3~Q in their case: i attitudes to oersive smoiring · i.e~ ;~e s~destream effects of a smoker's product which nPP·smokers around him may believe is subjecting then to an involuntary smoking c~erie3e e I (iii] Assess the perceived benefits of smoking as such, [as opposed to the smo4ilS-cf particular b:a3d~)~ Such, benefits sight include 1 far instance: smokinS as a regllator of mental and physical egui!i5riuM · as a social lubricant · as complementary to ecrlng and d~~c~B etc, pxls a somek'hat different set of reasons mieht be advanced for the habit of smoking than would far smoking particular bands which customarir~ list such benefits as: · satisfaction smoot~ess · social prestige grou? emulation etc,, etc, Accordi3gly! we se: out below pidelines Ce;Liling the principles of research vhic~ should be followed and which ui:l apply to the various subjects Which may In some va? be connected with health sen~itivitr, I" this presen: note we dealwith the general Hd~;oriag function that is proposed and the arrangemenr of these totes is first to describe the research objectives in Se'.c'al terms and then to cover in the IT?en~ses det'i!rd notes on specific aspects. Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 -3- ?IOIifr5~I~G i~CTIOS 'Iw~ ItPg)l jiP 3aral'e', ~OTt LI?IIPlil:1I "C :~(1"("0~d: i, Qualitative PbJe as soon as possible a There should be set ;n mo:;on semi-continuous sc~ema of exploratory work whose purpose dll be to: (i) Take the crzrent te·?erat~8 of the market wirh respect to smokiaE and::Pblih concern, would include ?olpe el.rts4crs and non-smokers 85 well as ynoke:51 jiij jpo~ ~c~ i~Cieatiotr of P Er~wtb h ~entiritrl~i (iii) Idenii~ the appel:ace cf u~ nac d~ensioPr pf the problem, 1Semi Coat~uous!~' 3eanr bith a frequency appropriate to the mk~e~ and to the :59~8rC:1 Capabilities Of Tjle company concerned, TS"SI this miEit be once a year in the case of a Compan)' wit~. a limited r'.!(81f"L capability Plaratiml in a:. upcomp!ica:,d mar~et wber!a~ r.:n a fqMY dth be:ter Iaci· Uties in a mOfB complex Irker a haL'-yearly or 9ua'ierir ponitoring night 5e app::!riate, ThU' the frequencY will be a latter for 1Pca! manage-ent CIJcretidn· In either event the perso' empl0Yld to pcrfon it Ihauld be skilled in qualitativs xork end have a capability for judgement such as enjoys Compan~ ttYat, He uould also need to be a person xho xaul2 eonduc: such a study with sufficien; circumspection so as not to add to the dersitivi~ be is i~ves2igar~S, T~is is less of a problem in large markets but needs particular care in small ones. The data ac9uited 5r these stulieJ~would be USCd to: i alert managerent to ebargiPS attitudes and the natu=e and t~ensions of these attitudes provide a gu;Ce as:0 what questions should be included :31 or added to, a ouantifled ,tud~ so that numex:cal evidence can be obtained for any h~otheses arising from the eqloratc~ stales (see Section 2) to provide si3aas; IPfonation such as will ~~ar4 ectryo ;:eas for brand or P adre:-i~ine 3:SPo'i::on? "' related I~:are~ Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 .4- to relate the data to media coverage of the subject (see Section 3 · press Clippings) Sote lee ~ppendix 1~ for principles ;o be followed, topic-list, and points to consider in a:.alvsis. a~ puantitative r(esearch One 01 the best approaches to monitoring attitudes and behaviour in a Smoki3% and Health context is to apPend a special smoking and health section to a general consumer glLYev. k'e cer- :ainly recommend t~ar vou obtain quantified da;a on the issue of smorr,g and health on at least an ancual basis. k~0raver possible vou should try to avoid changing quesrioas that you have used in past Years because retaining the same puesr;on allows you to compare results over t~e i,e, to look ct trer.ds in YOU: df4aLie..5.rf..liel ther there has been anY change in either a:tltuae or O~I1~VLVYII In order to help you in setting up q~~~titative research on sloking and health and in order to enable r~ in !i~!l~srk to compare results from differen; countries on this subject, ve have prepared 1 standard basic questionnaire for use on smoking and health researeh~ This questionnaire contains a basic core of questiolu that Deed to be considered in all markets. Iv'e do not claim that r~e questionnaire is complete and comprehensive in ;he sense that there may be issues that we have not covered that you wish to Eon- sider in vOtL' own markat~ One such area would Se ss~ttes of smoking and health lucwledge; another would be detailed infor~i~- tion about axarencss and comprehension of league tables where the)' have appeared; yet another would be c:?arac:erisrios of a brand that make respondents feel that it is Imilder' or 'saier' If you are already engaged in quantitative researc~ on this subject we would ask you to consider, in spit, of our earlier ua~ing, the possibili~v of modifying your questions sp:hat thev are the same as ours or including our own questions alcr.s with !.our own i3.the future. It is our intention to send out a euassier~alre once a c veer to each campsny so that we can have some feed Sack about the state of smoking and health i? your market. ~his request, as far as consumer informarion is concerned, will ~e based upon this international smoking and health questionnsire~ A copy is appended to this docunext, Bduld you have any problems vha:saever in applying it please contact your regional marker research adviser. in preparing this q~eltionndirt we have made :he assumption that vau will be looking at a sample of smo~er~, ex·smokerJ and non-smokers. Obvious].,. in some markers tl.e expense oC such an exercise would be prohibitive and in such c?~es roc will need to Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 -3- modif)' the o~uestieh?aire so that it only includes FeJti3n~ that apply to smdkers~ Irpain the question of the sample sizet::ar would be most appropriate as; be defenileC locally according to YOU: available resourc es , Necessarily, because this questionnaire has been prepared as a single master questionnaire, you will need to do a fair amount of thinking about bow to a?ply it to vour ok~ local =arker~ Such simple things as question numbering must be considered carefully, and this will have cojscque~ces for the various 'sbi?' instructions distributed throughout the questio~airc~ ~1Jo the local language problem will require particular care~ For ezampl~, in Spanish speaking countries the English word 'tar' has a variety of possible translations of which the tuo mast common are and 'brea'. In such circumstances you must use your own judgement as to which words should be used, In the case quoted of E~a~i~h speaking markets our recommendation would be that 50::1 ~ords be included alone with any others of which there may be some consumer awareness. The best Euide in such situations is your qualitative research on smoking and health, It is most important when you can a~alvse such work that you consider vee carefully ;~e !as~age used by respondelts, fhis is probably your best gui~e when ::ans- lati3S:hil questionnaire into local lan,rm~~ls. You are the first ca~T3a~ie~ to be sboksl this c!:estior;aire and we are most anxious to ensure that it is a worka':le instrument, If you Co have any problems whatsoever in implementing i: p'ease let 91 tow imoediatelv, lie would also ask you to help us in extending the questionnaire to new question areas. If you feel that there art 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 questio~aire~ 3· Role of Desk flesea:ch sales and:ela;ed data is of course blready r~~!l:!~ analysed for a varice~ of ~ar~eting p~nose! 'nbar ;.e now recommend is sSat~it should also be analysed from a aeci~ic smoking. and %aal-,~ viecpoi~t; this to be performed on a regular baris and a management report ·sritten or, each occasion highlighting the perceived 1:ends or zorenen~s k~ch suggest tentative h~otheses of a health-related kind, For instance: (a) P,O,L, Data : 1~1 .,.. -.·. ~!thouE~ these reports are stUdied !c; as a;l~ kept by Produc~~cn 3eopla) II is stl;l rare Ic:;4on to be s;udied or. a continuous basis ~~ marketi-E h O people. k'e recommend that rZe~ should be so studied Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 ___ · -6- rlSularlv drh a visv to ~ccinl vha:~cr: B~mds Of Zivcn mILII rat~! ~ieoti~s ad B~rlctshle niclr~e cl:lctar; I::er ars pTOpldJ~C Or r(F115~8 as o1aZ5tS, Thcrs is any I(orlaphic~l PI:;l~ associltsd $th rhr pat!cPI1~ ups I"d downs of braxldsl · ~~rl is any otbsr psit~ d~C3cilll from ~hl li~cs ia t,n' oi the aloOlor:On of p~tieullr Isvcla of dlIiv!r;\' wit~ particullr t~eJ olconsulll" E,9, s~olsr·t~a I sl"l Jlri OCCPL:!OPI Class (tt, TbOrO is in 'od~~lll br'Pd c- brmCr, WbolO PDI cblrlct~lrr!cs 'PC '"'Df!l;ld moLlr profils and IrLct proSrcsl 3l~cl~ it as P~iatI~IOPIYL! Y~:j fbl :(lt ol the I~~~t? · Bctllr therl iJ I t"'C oplr tip~ of coq~titioa brands in PD~ tarns, Can ons Mlr on tbs p~r of I guric~lr plg- Ilc~sr~ dla~s to movl bir brands downwards for o.vaPp!a? ~ots Tba rsla ._tioolhk b~~aen ~r~ tetal rieatke ad Bx~~ctlbll Ii~" can I~~o ~ly'~ ~crs~~~l/d'cre~~~g intaras: in taste as snob, Ons Pigbt t~l loot To: indiertions of pre$ss~ I,, brands ~ch offer t!Sh taste bat r~lltBI1! Ir dlli~cal !oY tlstlmiP dll~sa ad othar 7c~o;~fions of tbosa cb~~ctsri~;icsl ,, Q~oo~l~ sonr of th, ~Pr~elts t;:r: OriO ~11 occ~~ionnlb re~rs licld rOI,arc:.. ~o ap?ll ~irs~O bits of ipfOrmotiOn or t~lidarion. (b) Product ~s plrf onme I Of OOrtair phpliebl eharactsri~ties csi also be loa~ld ~t irom a s)se'"'e hiil:~ orisntation by ~oplnl th~J1 chu,cttr!lr!cl ~tO olassii (irrsspeetivs of rhs brands ~!CS Pa! co~ri~a ;hsn)~ E·9~ I more Cigarettes b~'f~E I PL:r:jCelcr tobaooo O colo~ over a r~ngs dbr~ to t:OPdll If IIv O * ~e bL1~ b~ n$ d~lT I*L~~/ p~i;r ~~soci~t!on, ClibPDF - v~~fastio.soni 'I luhite tipping versus brown tipping cigarettes Presr~-e tops Filter len2th in ratio to overall cigarette length Filter brands with rings (which some may t::ink indicate when to tk·ow away) versus cigarettes without them Recessed versus zonal filter (if appropriate) Carbon versus non·carbon ~n~ other 'special' filter classes Heavily aromatic versus light aromatic cigarettes Slimmer than average versus average circu=.:'erence products FiQh versus medium versus low porosity papers, k'e 113dw Of e3urSO that performance ~der any of these headings can be ascribable to factors other than a health interest but the ptL~ose of this form of analvsis is to ipor! this and to look at the data from this special health orientation to sec if it is suggesting any possible trend or hypothesis which could tave a bearing on t:zls subject, ~ate Yenthol verns non-menthol would be another o':vious division we should look at f~om this. perspective, in this case we should be looking for any indication that menthols are progressive because of: an interest in the taste - ax interest in the health associations of menthol - an interest in menthol purely because I: ameliorates what would othenise be an unpleasant smoke, C?-markt: menthol erogass would be like:~ to indicate a ~·~lt'r~ interest, Dokn-mar4et men:tol popess mi,-~-, indicate an interest in ameliorants, O and not health as such, !liddle market menthol d progress C3u:? be either, Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 *8 ' (c) Packings Groupings that Jrggest themselves here are da:4 versus light coloured packingr I Again, is there a geogra?'n:cal pr other pattern evident in the propels of packings of particular colours? Elg, dark red packs might be progrcsrive doKn· market there interest in health is often least, Light blue packings might be pregessive in u?· market locations wSere interest ia health is likel:: to be higher, Xre there any other design elements in the marker which could profi-~ably be grouped in this way, Bars, c~ovrcna, I~-pbols, etc? igain, it is realised that market structuring will trammel the picture but the data mav still yield health associated hypotheses ii Iboked at in this special way (d) Xdvertisina and Promotion Brands can be grouped according to how thep are advertised, E,g. (wherever appropriate): · Those which the advertising explicitlq~ states to be mildl · Those which the advertising implies to be mild (t~L·oueh mood e,g,) · nose which are unspecific on the matter of mildness/strength Those ~jhic~ rrplicitly or through mood indicate a strong or manlY product, (e) 3cess C!ilai~,~os and Other Media Record .. Clippings should be kept of all reports and editorial :rcatnen-,s, of any subject bearing on the smoking and health issue and a record kept of similar ~ublici;~ enamati;lg from other media, About or,ce a ~uarter it can be briefly compressed into a digest which should indicate net only the range and SUbStaDt e Of the material but also *hether the volume dr intensity of it has increased or decreased over previous quarters, Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 -9- Apsrt:roe its obvious inherent usefulness this material nar also be corre!lted rit~ data r~~lilcC bF the elcDloratorv reselrfh described in Section 1, RPI L~IIY b(!sf, or haifh~cdnl oT eonell might be correla;ed with I partiealar burst of media treatment of the subject, ObPiouslp, uy indication of a hl~~th·~~lociat~d movement arising from one area of data would need to be looked at with a view to possible oorrelation with indioations arising from other ereas of data, Further in these notes will be slctips on how we see these various aIP(Ets 01 the subjeot (i,e, produot, packaling and ~ksrtis!ne) being dealt with in the oonsumer ras8ueh put of the programme, General In s~~:p, it Irp veil he that on reviewing the data ~on all these souroes there emerges on, or two possible situations one of ~ic~, might not be so evident without doing r2la:laclre~, i, l"nere m~ be signs of a gradual evolution of health eoncsn suoh as is beginning to have its effect in all manner of subtle apt on br~d ~och!stl in the plrcrption of advertising and in other react:ons, i, There maP on th( other hand be lia~ of a more excitable rit$tlon In vhioh beoauJe of some own or folpsti- tive move or bscapse of more vigorous Mti-smoking PPbl!Cit~ oonsumer behaviour is shoving some ~w~t!e or erratic shift, ~is a~t be of short-term efiect or have longer term con~c~cncsl, X similar situation might arise, particularl!' at lover levels of the s~~ct, if a IllPIour arose about I partioular brand whether ~o~dsd or ~oadcd, m~~e possibilit:;eJ us not erelusite and whatever the nature of;he d!?lamio that is operating it will nonllly only become apparent if we relate together as many areas of data as possible so as to cone to reasonable hlpotheses, the P~30~( of the 'nonitorfPg Function' descriSed in the precedinb sections is no fold: - to !dentifp opportunities related to smoking and health vhie~ the coPla~ maJ be able to e.voioit to f~lntifp threats related to smoking and O health uhic~ the oomtianv should take actio: O to 6='rC against, ClibPDF - v~~fastio.soni ·10- Resulting fr:s either or both of these there say well be a need for new brands, or for the modification of some of the company's existing brands, It is essentialthat the brand objectives are clearly spelled out in each ease, and that the required pcsi· tioni3g of the brand is specified both in:roduct terms (ssoke deliveries etc,) and in consumer terms, Of particular isaortallce is the successful identifica· tion of what is the optimum 'distanee' or a new or sodified brand from other major brands or clusters of brands in the market, in order :3 fulfill its proper loz~er-ten function, For example a nek. '~ealth reessuranee' 5rJrl may he introduced which is located relatively close to the major exis-~~g brands, ?Ilis may very likely obtain more volume in the short term, but if smoker concern vl~~l heal;:: masters increases it mav be that the brand is then too close to the aisti~g major bra-ds a3d the conscner ref::irement is then for a brand which is seen as more distant, The second sa:ter which is of particular importance in the monitoring function is the identification of the sorts of People k~3 are most likely so be affected by the various smoking ct health pressures, It is these 3ecPle who should be re,r~ded as the primary targets, ~~d bn whom the next stale of reJearC:? (or. brand and product development) should be csncePtra;cd, If resek~J on brands and products with a future smoking and'aealti.:ole 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 the.detailcd as3ects of brand and product developman~ as related to sno4ing ud haalth. Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 Xpoeadix I, ·11- vet bec~ situation! iInhhie' Leace Tahle~ Exoloratorv R~searchl~ot~~ Attitude trends bearing ,, J~o~i3e and health sensitivitr may quite commonly begin at tVO levels: ,I in places and among The 8oohisti cited level - i, people where there is high media ~~pc5ure as veil as an axareaess Df uhat is hsRer.Sa i' Other couacr:es, eithcr through the 'eader~hiP of io;ernrrional as well as informed local publications or thrPueh travel, or both, ThUS there is at this level a Feater:endency to bC cDnelneC about environmeatal and social issues (air pollutiPnI traffic Pollution, Idditi'l91 in food, and other health and nuisance Cg"S e8ene es of modern "vinej dib: st any OthBr· They are usual!Y sode:ate!Y aill-ent'~creaJ TOOTCr people are too concerned k.ith the busiress of mi~8 ends meet to bother over much about those:~ings, (b) ~: the unsophistica';ed lera' inplaoes and among people who "re prone ~o believe in ~t~eur unsubs;an- tiated by evidenee, OncL r~slaur jegi:.s it tends to spread rapidly and there is no body of i~forsod or 04eated opinion at this level to correct it· Iome;?mea it takes the form of believi3g ib: IOD( ::Od~L:I II: t:d~kl~LIUT(' tobaccol There are many other esam3lest when investigating this level of rumour not to add to it end indeed once the main facts have teen discovered from respandell~sl tO dispel it in their presence, in the middle of de market where smokers are U'uslly concerned "itb Setting t·~e best :ualitv they can Bt a reasonable price they tec0 to receive their opinions one remove behind those in the uTperspgmeli, mu5,intews of a structuring the research th-ee groups from each segment vould be a reasdnable ac~ber to interview co~nprising less than eight people ~" eac~~ b alternative "bJd be to use a mini-group methad of i,terviewing, in phlch care a sli~hr!v larger number from each sepeni Y;OUld be recommended' saV130 fro" each, Two-thirds in each case should be drawn from the rDunger ,Se E:"Up'1(18']0)' In the it tsou:d be usefc- to have a small upper and middle segments lumber of females (sayl fi'e per spemrrr), should Se ictervlewed Groups of Sl"ilar c*3lorl:iln O every ~LreB months, O Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 121 ~,,txt:s source of infona;~o~ it wculd be valuable to cover (sar pl:h a frsquency of once or twice I ycarl same groups of :.on.smokers (i~e~ thoses;:lo have never spokedi and also of sx.s;oken (those who once smoked bur have abandoned rha bjit ~thil the last 12:onths) ~ One group of the former b:d txo of the la;:e: shoQd be adequate for this purpose,;~e~ coe5osition arranged as far as possible along the lines suggas;ed for the smoker groups. lfi the case of both of these sege:ts one would be especially interested in their atriiu0e Eo any feeling they might have of belslS ex?osed to the effects of smokers When in their gesenca (sidestream effects) and whether t~ey exert pressure on smokers of an!. sort because of an' belief that tbe~ are being forced to become 'passive Smokers themsc!;~s~ By the same token the views of sfciers would be useful oilwherher thev are ah'are of this kind of effect on non· smokers and w~w~E:ter thev feel they are rubjact to anl' pressure from them as a result of it, ~, Sa~okers Tne following art n6t questions one would put to respondents as rueh bur question~ ~n "t;"h the group leader Would like enli~htenment~ How the Eoa,: is actually introduced to the groups d~p'~b PP:~e ar~orphtre, wS.ar ,,y or may not have been spontaneous ·V i3Fr0duced by respondents thesselva~l an appropfia;e sense of tMi~bl era, To begin with, ~owcver, one would establish regular brand usage, average smoked per day, ~novleCgb of other brands on the market, hov aktl brand is seen to Lifter from others in image and pr~~uct terns, brands which might be considered substitutes for regular brand, special occasion brands and so on, ~t this toint one night lead in to the real purpose of the study uElcb is re assess smoking and health Jcnsitivit~' b~' the U9e of an ob!iclue ascraseh. in some markets e,g. Imildness' might be I euphemism for lheal'lhier' so in these oases a statement like 'I should like to go into this business of mi:dness and satisfaction a little more deeplyl and the,? going cn tO put the tL?derne~ti·aed topics to respondents for discussion might be sufficient to induce rhtm to air any attitudes to smoking and health as tbev may have together with a;\' he#" edge the). have a:' the real or supposed cons;::lents of cigarettes, suci as tar, nicotine, saltpetre, stes~ addirives, flavo~Lcjle!· etc, and their imagined effects, Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 ___~ 13- In the event that :Ys 'milSeJJ 'p?'oafh does not reveal any health densiti~iry then one might direcr!)' ask informants what constituents the!' believe go into;he making of cigarettes and *hai their attitude is to each of these; what effects ·~V ·IS·, i~ :?ci~~:'~ whether these are desirable or ao;~ whether there is axy desire for E;ldri ef thas OWJ J~kC or because there is a be.- Obviously to Eet at Snopymous k·ith' healthier for yb~~ tfie truth vithout putline ideas ilrP respondents' n~~ds which were not a~sady there reCL'eS scme subtlety in the choice and wording of questions, (a)T~Picl: (ob:iqu, rp?r0lch' l?ing 'mildnec~l Irl l"di What is actua!!Y understood P '"i!dncsl'? is is !ikel~ to be thought healthier? khat Troducrs ~Te c0"5idtred did? Is a nild pro0Ect li4sll' to he ibocgti: smoother? Is it likely to involve a sacrifice in taste? (3) Teoics: (morl direc; appr0acbl explarinS eons:iraePts~ mildness and heal::: reassurance) Ivhat constituents do respondents believe to be present in cigarettes? Any awareness or iar, nicotine, salt~ctre I stem, flavouring~l additives, etcl Ivhat effects do tht~ 3eroeive these to have an the product; on t~emsehes? Gihat difference do t~tY detect in the various brands in these tens~ 3Je some more health·raassurile for the presence or absence of there constituents, luhich brandsl Irhit:? constituents? Has a3vone ever conselouslv dvitched to a brand of mote perceived milt?esl pr health reassurance than the one thlv c3lroEarily smokedl To what cste~s was at~er:isi3; influcr.:lal O (dctails)l ~D Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 14- To what extent was the opinion of friends irfluential [dctails)? To u;hat extent uas a concern for healr:: influential? To what extent was editorial coverage of snoking in national or istasna~ional journals of influence (dltailsl? Is a perceived mild or health reassurance product less a51e to assuage smoiring need than a stronger product? Is the sacrifice in satisfaction or i~ other departments of smoking a xot:n· while exchange for the milc~Iless/heal;~ reassurance perceived? luhether interested or not in mild or in health reassurance products, what view do respondents take of people who n;o~e cigarettes of obvious mildness or hcl!::1 reassurance, 1Yhat sort of people are they who smoke thesel Ivhat is their feeling about filters, khat do filters principally do, in their view? ~e there any brands of especially efficient filtration, Ivhat kre they? ~ny of !~ efficiency, bihat are thayl ~OF do i~ey detect CfliC!CI1CY in these cases, (StaiPs on the filtar·end may be volunteered), is filter lengt!: ippcrtantl Ideas abo~; this, khat proportioa of a total cigarettes' length should be filterl Hox do white versus brovn tipping compare in tenas of suggesting mildness, stren,ct'l purit)'l cleanlinessl menthol, khai sort of people go far eachl Does tobacco colour have a~ influence :a this direction? O Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 15 · In general what bearing does length hare on hox a cigarette Is perceived in mildness or in health reassurance terPs. E.S·l regular, Iii~3 Size, SuperkinSs! 120 nn etc, Is price associated with quality and tbs with health? How about pafkagingl Can particular psc4 colours suggest type of eontentsl Hox do they QrouI~ colours and their pnduct associations? How about names like suave, k~t:a suave, su3er suave tin Latin ?Imerica) Ilhat soft of pro'ducts do they imagine these names apply to; how do they'differ binat sort of people go for them in their vi ewl kha: sort of products are the young seeking these days - IPildll mach!smo brands, braggart brands, heal th reassurane e brands ? Ivhat sort of products should they be smoking in the view of the groupsl Is it good for then to seoke at ail? khy not, if not? Do thev believe smoking to be bad for one, or a'par~icular level of Imaking bad for ons, khich levell tuhat ensaes if the level is exceeded in their view? HowIar has their reading, TV watching, radio listening influenced then in these views Hox aware are they of smoking and health publicity in nei,P~jauri~g countries or in nora distant countries of importa~cet such as the 0,S.A. By awareness and understanding of league Tables, Is there any'lmdk~ledge of league-table p~jlicitr in other cbaxaies. ~ir.a; effect does it have on local Jecsitirity? p Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 15· Xas there been an increase in concern over these mattersl Giver that concern (if there is one) x~a; kind of cigarette products do they think would now be best for their needsl khat are the beneficial effects of smoking For elample: social lubricant - i~e~ offering and being offered cigarettes helps to promote physical and meptal vellbsing helps one to concentrate provides a 'revard' for tasts perforJcC comaletes the pleasse of eating and drinking I etc, kha; aEe the banfrl eifects~ ii an~~ HPC ·do -,hev iden;ifv these, i;kat parts of the prbduct do Yey think produce these effectsl Ho" could they be minimisad ilebllyl Do ;Lv identify a~ particular brands possessing these negatives? Xoc far does their own brand possess them? how much pressure do the? receive from friends or famil!. to piYc up O':edUEe ssokfyl Has it increased over ti;Pe? Is any of this pressure concerned with the fact that t~ey are causing their friends to kadvertenrlv amoke (through being e~osed to ~i de;:ream af rect ) ? Eer does it affect their own current viek' of the matter? If a cigarette hi,ch on taste but low on nicotine were to be produced xprld this be of interest? Dc :hey idcn:.fy a~Y suci~ products at the moment? O Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 ii - tv'nat are the Sene:its/neeasives of menthols? b;nat sort of people smoke theml ~L·e respondents ever inclined to smoke them, tuhen and rhvl How about ~mericas versus English versus local cigarettes, how do these differ in mildness, taste, satisfaction and health connotations? Obviously there are many other related topics, many of which may be spentaneouslv offered, There will also be purely local market aspects worthy of introduction. However there should be Jcfficien; triggers among the above topics to cover sensitivity generally. Int er~3r e ta tl 011 --- T~e ad hoc nature of topic introduction does not po~t of a formal scheme of ana!yais, ivbat iJ:cqu~ed is to looii for si~posts denoting sensitivity from one area of discussion and see whether these are confirPed from tose arising from other clsfussion areas. One is looking for ,ppC~ things as: by informed how~sdge of the matter such as mav influence behaviour and attitudes? 3,g, ~mowlldEe of such things as tar and nicotine c:lareeter:s;ics, and how these apply to market brands. ~non~ those professing indifference to the subject, an)r sip of sensitivity lurking behind the bland :eplyl bihether interest in d!ds and health reassurance is more marked among Particular social, geogra· phica! or cultural segments, Ivhether sensitivity in general is more marked among any of these segments, Ivhether it is believed that the young are showing more interest in 'safe' brands than alder people. k;nether there is any concern about the cumulative effects of smoking more satisfying ~:anlts, even though continuing to egress a preference for ties. f;terer: in a:H 'oldba!!' brand. e.h~ one vi!dly O d~ffrr!rt :rdr, normal i:. PDL terms. O Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 I __ __ .18· Sipr of occa~!onal interest in nah;hol~ as an e!ltviaz: :3 tha affeetl of tr~llr braLC smoking, Cssgt of pcr:si~sd nllds and St~~r~ reasstl"anoe brands on an oec~~to~~l basis, ~lt~cr behaviour or attitudes sheu aPY JiF of blinl affJctld b! what raasondcnts h"C read or hacd ~a~ rauches odlmokicJ snd hlclth, ~ belief :~aT elrt~~ pack colo~l,denote plrtic~lr !ers~a of deliver?' - s,J· blues rcc!' denote mild cib~rlrrll Beds m~p denote JtroLi br~~~~ ~sc~~ nll Trob~bly dl"ot' 3leotho'l Is Bcrl cn!' sip t~l~ Imokers cc t~~k8 ml lonber bui;c ~~m blforc~ ~y;lll of lone bn~~~ h~m~l ~~"~i' t,t~sco dr FoblCfO than others. II i; oomno" for aaok~r~ td:ook ii t~t fi!;sra to see to Yilt d,~~e they are stai~,d. II t~crl 1 dai~! conl9tien bc).ond ~ifb it is r~OPPt CLpl(rePf to m+e~ (I r~lt what haPP(P' ~ the C~f,~~ h~ppcn~ c~l~:?L11! in other comt:;cs interest in rprychololicl!' dltr md rcassuranoe brands · i,(, thosl 4~ch have the ~lpClrPC6 yit~gpt thl:lllitfl kony whio5 segments 1~ interest in true milts and health :I~I~~~CI brands p(Li(dtl Bov do smokers ths~rl!vsl see the fa~e trend (~a~plct~p of th~ir o# lopsltiss)l Do t;;eY envisage a FoY~f intarslt i3milds, koay t;hom p~r:icallrlyl g,l, X person liBb: I~, various statements at di:icrsnt tLla hfPI the i~;,~ilu ~ieh ~oad ena".'e one to cole to e reasonable ~ir as to bi~:sll as oppoasd to hir prorc~ssd state of concern, Be might for cla~Bls sap: 1, 5~~ ~a!p~ xit~ hit c~:anr brl~O ~ l:r3ng p~~ and voal~'t cb~nta it, O 2, !U;dcr 'orands I:a tastt!csJ ·~~~ fO' ci"siss I1I~ for uoJln, ClibPDF - v~~fastio.soni .!9 Young men are ;Le ones who are be~irt~~i so smoke nilds: ;~,r are nor :ea: smoki:! ii So, he ~ioul~P'r aee:re men;~ols, They'rt for queers, k'cll, he miE~t smoka one occasionally but on!Y when he Seis a c:~1S from smoking tso rcc~ of Ys re~a: trll~~ bice a month, Perhaps once or j, He doesn't read international ma3azilles. Iie vaguely recalla reading adverse corat on smoking in local newspapers; not Of:er and it doesn't bo:ter him, !e, tome :.tople a:e bothered by ii· Thar ir k'h~ they r·i:c~ to milder cigarettes, 6, Iie doesn't recll:s r~ sd~ertis~i~S and ;Ill~s not to be influenced by i"· I· tie throws ak'aF fairly lonS bui;s, tie used ;D smoke tbea fuL*t?cr do~ than ti,st, 8~ nB govenment, he BirJta vault !ilie I; ~e gPOkiilgl but they make too much money c~t of it, his children to s~ok~~ g, tie wouldn't encourage !O. Ee hsJ ried ~k.iee .,D E~~ ~P ::' Li:, for reasons of economy, Ea wouldn't smoke a cig4tJIte k~l~hout a filter, The filter has e. effect, '.2. Ee doam't bllicvl :he Ic:lsfi!rcr clai~:t for the Exrra-s~are brar.C :acea!F on " market is an)'Se~:e~ t~~ ~~e once on -s o*n brand, Ij, ~e wouldn". like his own brand to have a k-r.~Fe filter because i: would ;:dw the stains, which look unpleasant, etc, ObviouslY statements !!,;,9,10,1'. k?d ?j belie ~J professed unconcera about ~noLing, ~:atemecr 1? c;tt:2dicts statemenr 6 and 3,5,8 I"d 9 indicate awareness af:~e social ~omens;un affecting his habit, i, ii ?:obably lusce?ii:!e .,o a leryc~alolicr:l o:I~~~ P ·:; oh was tr;ly O In time tight be s~lce?rlSle to O"e u Ei:err char. tlr c~rrca~ rePulk'· F~ Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 ___ 20- Tooic Gcl!e 8. 90n.·-,eiiers ad Ex-sm~ ~ese rlspo"dents ill inc!;:de those stho have never smoked aL~ 30Se k'ho once did bur have since SiveP it u;l ilazy o' :ie:jpicl pu:lined in the intervie~-Pide fof smokers ~11! be aTpropriate for these resp0Pdects too a": those k·h:cb xolid be irrelevml "ill be evident froa co~molz·s e3se i~specticn, XoPever there are some special topics a:,.oropriate only to ,~ and non-smokers and these are listed be!owl Ex-Smokerr kae~ vas the habit abandoned altosether? kSLI brand(sj were being smoked maYY tefore ejuldd*Jnent? ht2t benefits were then derived from the habit? k~e~ eas the habit first alapted, 3pW 10PS Has i; maintained? k~L~ were the reasons for E!Yi"S up smP1~El wdre these to do dtb media inf!uencel secial ~ressurc, family or religious pres5ufe, own convictions 1 lv'ere the reasons to do mainly with sloking as such or to db vith the effects of p"ticul"' brands? I:' braids 1 would respondents have continued J30k~39 had there then been a brand on the market more suited to their taste · or Wb"ld :he~ recommence if there were one poW1 fv~F.1t is their attitude to smokers nov, is if tolerant or'hostile? smokers to abandon Dc -Ihev ever e.uert pressure on the i~abitl Do they mind If people bmoite in ih~ir presenell · Does srus make them feel they are being forced to smoke themseIves · i.c, by exposure to the sideaream ofl'maker's product, · ~r p;i~er pebativ~r, e.S· ofl'OEi'i kind? g.9, (i) b attempt should be made to obtain spontaneous Ce~ePt rather than answers to direct quesrionsl Iioveve: some leading may be necessar)' in Order to jer ·P ,:,pir ~ovar~d. B~VLrihL:LII Onl IhOUld i~ IPC Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 __ .21· avoid pu::~j into respondents' minds sucj negatives ei they eight pot have tjoc2ht of themselves, (ii) It is often the case that e.u-seoke:s are much less tolerant of smokers than are people who have lever smoked and criiicise Isith a zeal similar to that o religious converts, Should be hone i3 mind ujen receiv!ag' comnent. ~cn-~moker~ Any rpecial reasons ~ they have never adopted the habit? · Do any of heir fasily smoke' · · 'N~et benefits do they imagine they derive from smokingl Ivbat is their current attitude to smckilt and to smokers? · ass this attitude changed at all over time? III x'nat wav and VhY, Gihat influences caused the change, f,g, n~edia, social, personal cont·ictioPsl Do they el~:F pressure on smokers to aban~Pr. the habit or not to smoke in their presence · khec people do snake in their presence do they feel an). invasion of their rights - c,e. being made usil!~glv to smoke themselves by virtue or the si2est:eam effectl Any other Ebjeciionahre aspects; e~9~ hygienic, dirty ash-~rays, etcl Cautionary statement (i) above, applies also to p0n.sPOkBfS1 ; 8, ~iJla~ion~ in lif,ict 'leame lahial Da:a has been Publishtd The previous notes apply particuld:ly to those ~adets where there has been no puhlicarioP of leaae·table rrpe infonatiol either by official or other bodies, Iiovever, a sit~a:ion may change and one may Nddenly be confronted Kith a publieation of this kind in chich case one must be prepared to research its effects. pre ,FJidt!i~es already set out co~t~ul to apply but vith the addition of those ex'cra topics :ePuirisg imesti- cretian, Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 .22. E,E: i\warcaass of league table publicity Media source to which attributed I;Pders:anCil,P of the table itself · this will be influenced by the way it is presented; see note below · k~ich brands are now seen to have im3roved their images in smt~ki=g and heh!tj terms and which have notl · .a~e some brands obtaining an unjustified benefit or damage as a result of posi~io=~3g mislnterlretstien (pcrhaps due to alphabetical arrangement; see note below)? Has the consumer changed breads as a result of the league table publication or i; he intending to and why? Is he now making greater attempts to reduce his smoking or give it uo altogether? ~ote Consumer perception can be irfluenced by the way tables are presented, Several forms of presentation are possible , For instanc e: Tables sal:be published which show brands in descending or ascending order of tar readipgs~ or of nicotine rea~ags, i~ frequent effect of 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 for other brands ranked close to it in position order on!l:, Thus, the brand placed mext might be quite considerably higher in delivery' but because i; is ra,?ked close to the bottom of the scale obtains a halo effect from positioningl Another method of presentation is to take a number of constituents such as tar, nicotine, carbon moEoxidel etc., and index these according to some formula or other, Except f3r rhos'e who understand formulae indexing can have the effect of obscuring the importance of particular elements (elg, nicotine), Thus it might be found O that a brand e=jc~i~g increased popularity Q Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 13- because it has a Ics; iadex number might still be delivering a fair amount Of satisfaction, i3, this case the effect of the other elements niEhr be resccnsib!e for ii having a low ~ber, The grouping of brands into high, medium and low soups accordir.E to their tar/r~cotine readings is also popular, khere there are a lot of braxd~ and pterJ rithir. one 'band' there are a number with similar readings the compiler of the table may SrOU~' al~hahetical?v, ~hus t:~e lowest i~.a~~ 'taPd' ma)' simply be the one dth the lowest alliabet letter and not ~ece.Esatily with t~e lowest readings, Coxs~mers often miss ttfs and simI~ly tk~e posidoaiPg the 30?t important, itself as 3el··5 ~cPle tables are presen~sd bT giving low deliver?' brands one dot, n~e~iuPI deli two dots and 'ci,ob deliver)' trar.Cs t~ee Again the conse8ences of d!?:'8beiic81 arrangement within these bands should be looked for, Thus one should kea~ in d~d the possible influence of positioning on consumer ?creeption when mdertakiog research into 1 mar4et xtiere lease talal are pu~i!ished, Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 ~pp,n~x 1. ~,~a~'r~ sl~r~ P ~ ~PI[E~L~ ka:d d C4~btd t: ~c~ier kert ~P~":r B.A,:~ Q~ M.r LS~:l? hlfl O O ~i: !919 ClibPDF - v~~fastio.soni -25· ?~en sixrrcrt !I CUFL;FIU~C~ SECTBbl 2. i CL;F~T Rivi~C~J~E~ CI~ SII1Cr~S SilTICN 3, R~I) CE~PE~T ~C~S S2CiICN C, EX-5~;Mli~SCF~'.~llii?~D CI~;iLeTI~FS SiCTICN 51 i SE~C Y~:3 SESI~ICN 6~ SI·ICKi~NG PUUD ~'~1~ SK~'ICN ;, 13 A~:TUDS ~ ~ ~fCk'ISC t~iT Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 .26- U~ 'm p ~ sd h. ~ ~ dpi y c ~ a: d ~ I~d i it ·b ydC Z*~ O~L-PY P~~' olr md~ sY ~f~~td c~nc;a 2 2 B c~rettee 3 3 (rE q ~r ~bacco ~m aZ ~t·a ~ ~ ~t)~ A, WFRE~ SIO~i5 d ~bZ~C~ tIG;PI~S r ~~ s~a 2. B, ~IRP~ SMC~S Q B Qe;SYLTTFS E O~~ S~Q 3. ,,~DI ~ O ~piu~n~o ~B ~ 04 CCl~o~ m ~~ t a ssIo ~ D. M-Si~C~S ~ In~NUF~i~~ CIC~TES (II~ ~.~L~i~·i\~i~] crae~s n a~~ ~ a C~ld s~!a ~~ L a ~ p~S~M;IE?IIS ClibPDF - v~~fastio.soni 1~!3 a. ~i~,~T ~:Nl~'nC~:~i2 CIG~P~IIT SMOI~S ~ a~lr ~ y b h~ a u P ~Dt E~ d* ~led Cr~B Less ta cne ;lpnt'l ~ ~8 ht hss ~a ~r ac~r ~ ao~ ht Icsl that sk En~ 6ix n~ 5t laas ~~ cne pr ~ pr ~t less t'lan a~ht~ ~t~ li~tleP lontha bt Icls thm PC !llrd ~o rrars but 1III than thros !tas ThrbC Jllra but last than iioc r,us Pivl ~,~I but lsJs than taP rdrl tr II q 3~a cCoa L p ~ c .cle c~ 1~1 less ~m 1 11-12 13-!5 16·19 21-25 26-30 31-40 ~1·50 31-60 Mort ~ 60 I ·d r~ a~ll~ ~oC·'" ~'': Cd L~ ~ g Q W~ii~ C3 S~r3 ~ ~1 ~~ (~ zrsr) ClibPDF - v~~fastio.soni .28· (d) ~ ~~ ha ,......~.~~~.....~~ ~~~~~I~~ (Bii~ND ~IE~JTI~ ~ a.z~, been pr rr''l· 4~! ~~·~ri· less ~ ~ ~t Or.e liDnth 5t ban ~t t"Jee on~s Three ~~ ~t Iesa ~w s~ nrnths Six ~o~ ~t Icss than me veer One sr ~t Las da c~hrca Dada rfta m~ hr lesa be O pa ~ years ~t Lss tian ~w years ~w p~ 5t less than fi~ years ri~ years ht less than ta years Teo years or m3re 2(e) What did you ~h irs;ead or (8~ I~u~~ n 9.~1 5cfore It kcc~ your r~lar h~! 1) Did ~: a~a at all ~P P P,Z; · 2) ~wic~ ~dcr ~d of ~f~~d c~rot;ls (~~t ~CI~ BRF~VD ~ Write in: ,,,,,.,,,~.~~,,~...,,,,~~~~ :ilcp* ·-L1· ~d ~ fiprcaes 1) Sr~ a;i~ 5) ~d e~~~ · 6) pny e-;:er ngr · Write ii: 111111)11111·I···(I lllll··I 111111111111111((11()1()111 1,1~11111~(1111~111,,1111(1 ~ lid you t~e ~ (;lbX~I~) (iji(P~ID ~E~3TZ~ ~ a~b) to (3FEW ~nF~ICh~ ~ P,IC)I 1111((1111(1(1111(1((1(1111)1(11111111))1)111111 1··)1)111111·11(1(111111)111111111·11(11)1111)11 1111111111(11111111111111111)1111111((11rl(ll)(l I~: Were ~ca anv od?t rc~a khv ltxl ~sd to (3~ ~i~~ E P,]e)l 1111111111111)·(1)1)111)1111)111111111)())1())11 (11111111(11111111··111·111·11·11···1·1·Ilt··))l ClibPDF - v~~fastio.soni 29. 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(~t ~ IB ~P310ENT ~ ~) g ~ ~ S~Y~F~ 18~ Lta ~tw DLqr~ Di~:w ~n':~e/ S~o~ly Ic~l!W a~r met a~ y ~ionds m1a b~~ktrP ~e ~ ~d mss ~u~ d~~ me Gcc~a~n r ~e~h~ ~ t~ up ~i~ or ~t s~.e k a at:?r ol Boicl ~t t~e~ ~ult~ ~~ s~C ~ Icr~iacr in ~t ~blie ~~s, r ~ink ~at ~e:a ~L ~~1! ~( sba~rs tP aQrs En~ ~ul~ ~ -(~ cx~n!). 5~~ ~ a di:~ ~ upplta;or h~i:, Ciorec:e ~ce o ~ ha~l to'~e teal~ of ~r~-4;aicert in ~e ~ ~ n de akerl a~xli~s - ~ Prmvll s~ns (~4~UF;IL"lliW ~ Q) I e~re ClibPDF - v~~fastio.soni '36 - 7(b) rI S\ICI~1S [~XI~CI~EC P ~) ~ ~n'~ ho~ 4~ Dia$rw Dis~re ~'t~d 9~51y 5~1f bns: i arr ~hrk ~ 1 3 2 1 O s;rpking ~~~ I dbn't ~t m cf:~ ~~~a~ ~r$ ~, Lt ~ Rle 1 3 1 1 O ~~ ~n ~~ m pr~de w m S%e up ~~iq art ~ ~v h~r r~ ~n bf~t , ~ I~F~VI~ ClibPDF - v~~fastio.soni I_ _ - 3i plere is a need for companies ~o ndtitor smoking and health send~ivitY i" their markets especially in those concern but where the situation ~ay change ever time. Coqanies .~4Y thus be fofewsned ai any chm;er j~ sl~itude act be better able to develop correct brand and publ!citv prPpos~"a"5' Thete notes are guidelines on the restarch pri"c'ples to be fblloved and the principal inf6nation to be obtained covers: Smoker attitudes to smoking as sue~l the perceived benefits of smoking and the ?egeelextent of smoking and health concern, _ the incidence of Eal"f and lasses to the market or to our brands as a result of smoking and health matters, I attitudes of 30n.Jmakers and ex-smokers tO the smoking habit Senert!ly and to 'passive' InokiPS· wee sorts of research are called for: i; Research ~t~v~liieation iL:O iL( ItlltYdlll Of Im~~L·li nOP. smokers and ex-smo~e:s tO take the rempcrature of the mu`bt and identify any new wareness or new dimension Of the smoking and helll:h issuc~ This would be small scale vork emplovinS SrOUp bi~· cussions Or mini-~oupsl Pubntitative Research ~11 companies should eonduc: guap:itative research at less; V.Ys(l *~·~-~I~ ,,,,vear to monitor the state of eorzg and healrh concern in their local markets. khercver po,,ihle this should be doPe by using the Lppe"d'C ~3t~marianal E"di(iPS and health questionnaire and extend it in ways modilied to mee; four local. circunr;mees0i this ques:iorclbire it:s that ~ett Your local Peed9, TTaIsLatlOC Your local langus2e should be done 5Y reierricl tO fle language used by respondents in qualitative studies. If You have any prDb· lrms in applying this questionnaire t3 ~~UT local marke! refer to your regional ~srket research adviser is !lillbank· Desk-Research n!e re-organ-sat'"" of data r~eaC~ available to e0qaniea wd:he scrutiny ei thiJ from a 5,::ctlr smoking and health view· poin:. Jil would e~brPe! PDL, p:,duci~ packing I advertising and :, there are any hidden C preis-eli?pi3g ir~;r;nation so as :: see relasion~upsl \O Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 ,:8 · A regular die~est of this qualitative, quantitative and de~k-rescarcb data is recommended rogetSer with axy theories arising thereh'em. By r::is means vs can provide a barometer of opinion on the su5jeot ovtr tLe and infer the best positions to addptl AaPendix i, This gives the researcher technical information on how to carrf out the qualitative phase, suggests what he should look for and gives a list of topics xhieh should be discussed with smokers, non-smokers and ex-smokers, and an interpretation guidc~ AoPendix 2, This is a eoov of theenational smoking and health ques- tio~aire recommended by Yrketing Services I)epartment of ~ill5ank, Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 1~ ;!:en!r ::"5 5ur Ecf: ~3:/BC~ ~~, ii, ROSC I:~4rial ios~;ce !~~ 9,1, B3X ~j:r ~3ntr?tl T~a~a H?[ ?LF ~~ar fill, j~ ~~5 goc~ re srar'~3? 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C~nlrlC~TIOs D19:iSS SIO~E~S' b~::~~I~ rd~:;j~ LE~SIE T~I:I 3191ItdTrOYS PSDLISHE3 E~ifZili 1V T~I ~3YER~ME~T, 73~ P~~SS, O ~~Y ?THER 09;kK!S1:I' snoK;ss' VIEIS 3;:'11 C1S:REtlE PACL, P4~T~eUL~I!Y TH~ ~Eu !OU~S OELI\'ERy D~~t P~:!S ~H~T H~YE EHERCE3 S1Nti THE 3AC AWASEYE~S 0F ~~ :'T:T4~ES fO~A~~S A~TI·S~CFIE~ P~CLI~ITY ~REUESS Dr Ffl 4,13 I:UralES Sitf fsE 3n!l ~13 'THE ~TllI 31 O Y1ICH IIFSR~:;!Il JPOK iHC~ WS daf~llED O ClibPDF - v~~fastio.soni ~r, Y, Rose !oetial Tobacco Lfl, 10 OecP~rber 1986 Ssl3KEaS' 4EAS3#S FP~ S~i!G~:1~6 ~IT~II TAA B~Hi) ~1: T~i~ 3YIS O!! s~lC'h Itl~Oil~TI8!! v9S 5;;A3E9 F0B tHE S~ITZH p~3·IECT ~UTuaE: ~EY f'lrtl5IlleS i, Evi:~sce of an i~:reare in use of ~o~t~n ;raelr within peer crouas, ixtenri~~ 1F?Sue table Mateossr tin a-: absence of aei~ leao~l~ ;rlir ~u~·j:3tj0dl inlliCJfin4 active itfO~P~ti011 S~j;cn, ?, Sorpstat~ a'v~t::rin~ SEoO ne?3tiVEly 35 in IlrrlSinll" naive an? t~izl~ reil~: 3tteat to alver:ire'. ~:r3nG Consensus '~?Dv for the ;?vera~n~ t: allow 'i?cti:1El' alvertisin:: (i~i~ a~~r:isine ~3ri:estntin: 3fi d~jez:ive c;n~~~ or ?!rfCr*?rmi thdrattfrjs:1t5 I':rdue:Sj. 4, jiriYicFI!~ *i:-.:·~cl :i n!u~; t?cn?~cli 4:1:v111~ 3; !icr ·ro~le~ iCi~":tl·i::'r4'iWr~) ilccn"?:!'ii" iY PIC3;i:n11 r~~ecilu s~rcrtll rilJ ~iS:OC:C?5i5nf~ Z, i ~iGI: 31,t1:j!l '1:jdl fDP:!:filjC~i la*?"i:i05 dal Faaetally r,arn i?i31"L~;ij· ~" tlf nr?~llC~, Ila:/lv! na~:i?r :( I?croasiac :dC/ :;i;r !013q!5Dj~, i, 5311? ?yi~en~g :~L: thF roll of o:!inior: Ir~~nrs in 31 sense of e~i; fil·rrr 'I *·' Io ~otcot cr t":t o' Leer Irolo leaders En: cl~nrc~ni:atinF rt infs~r; level j~ :~t OZPr gr0u? ecolagy (i,e, bars, C3'?I ftt~)· 9, ~~:inrtion OC :~~ iwottant role of PI?,S, Ir3Hnenie when own usual ~rl~ is u??vailaalf, ]S, Inlic~tion of t~! inor~lnce of access at the P,CI,S, fbr virvall tactile ex~ainl:isa e' t~~ p~e~ sn~ Env iafention !~~r?on~ in retrcject, though c~is i;inl of social .~nthrDnlo~ial athdslo~ can scPn daunting it is also psite fruitful, IPxt s'.a3e intmtilns for F1IuIE, given tirne ad la::srt ueff to PO leelcr into tnP dyornier of peer group to~l~nic3tion, us; o: opinion lea~crr anj cP~nunlE~tion within llev cter brOU1 ecologiess Sc far as other aear of d;:ivitv etc, are e~ncrtniY, in the visual iqact area i sc curtpn:l? wsrtin~ closely wi:B F,~,:S~l','iills (bul:rcliE) 181 thCv by! 13th* T·l:ope 1~ ton Iran] our OYE d?:D ~4nltOfl ib!y are usina the f3lmt~r for DJCJ: ~?YP]Samen:ISeleCtiOn w5rb, Jr(l the latter for elc;t;dd I~lv!rtirin3 alvl p,:.S. jevzlpsnen:. Jir:rennan is tha contlet, but if you are intr;2ltd i: tbr Surin!sf of nr~uar~ action 3a P~C~ O ~arnin~s ard ether sue'l res:lictionr, you can Co no Se:trr:har no straight O to Barry Snf th Yhb i, CUitf ,n I,( in tlarl.l:tri! Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 Mr, U, 9o1e Im!~ll Tcllc;e Ltd, la Dc~cber 1916 Othc~ls?, I eln only :hln~ of Tom ~hitehair over the bo~er w~o 11 always ready to tal~ r!s~arch a~lor co~nlcatlon~ 1~ Is particularly strong on b0tb, I h~e ~ir gets t~e eo~nleatlon proeess poingy pl!~se do rcla~ thi~ II In oPening co~nt ad tlc3 t~e dialogue going If you ean to. I would be most Intere!t~ to lreep up to date on tile progress of HARPO and to contrfbut~ wh~rc~er I may, ~1~ very :cr2 r?pa~s tG 11!, R,o, it?ZIS 9,5, I~s~a:2 to 905 · ~aw 15 rl~i~rl ~ls:, I ae wo~inl a lot on ts~ su?Scct of Pr~uct 3U3li!Y ~~ - It ~nvthf~q P~lne on in I1T.I, ~ic~ wosl~ br iatercl!il?? ClibPDF - v~~fastio.soni O~b S~ICaI COaIDE~UL R~Stl~Ch ~lndy~l CEabJS enour nESEARCH ~~3 O~VI~OIMINT CLNfRt e" 1IH~M~~CIN TOIACCO COMIANY UMnLO RtolNTS IAl( IOAO IOU~HAYtlOr EYOL~YR 1:3 ill Tr*~~Olll)l~n ~~r~ltll IvIvlIP,lo Mt I I ferril hd hill' 11I1 LIR PFIC11 IDunnEIq Ilpcriel lobecco tBitld I 0 lox 6500 Hontreal tInede ne 316 Deer Pit nI Ipolollel for I Icrtcr aonovhPt deleted bt It owP cotnitpent to report on the m( Structured ercstltltt Confarcnfl. I vrite to tent) II th~ll for I tert ItlllltfDI sl0klPg 1l1ll01r COOfeTClcC, 1Da I ttplctlil fruitful tlw IplPt PlthlP ~~~ For ~lt thet ore IOrfb, I should perbspr Ihre 4 ilnediete ohlarv~tlool vlth iou: I, Tho conference vee tcV IPltr~cnt~l in pr·ot~ll e better 1 6 DIPr~ctlPy Pndcrlt~ndiny, pllrticulerlt in the cnoe of Eorle~tfPI tooking bchlrloar coneeptl to our ~~ltint COl~lla(l~ IICIPIIO~ the 110·t Of Itlililltil rlpullad t feel thlt future Ietherlnts of this ttpe could benefit iron e 5 dot trl~~ml vith e Llli 1I1 brl~~ on the fourth dot, i thft the Peed for e ~idl~r conference on product testing rthololog vee clelrlt identified ~ t~ I dir Pvet even note convinced tb~t the hey route to ilcorpotl~lnl IILiot blhlVlour Ill~praan~ into rrheinl lction, in e Yot YhiEh 11~1 1(111 to both pPrtiel, it through ~ceat~tlop~ Speclficlllt we should be loottlPg to vets of rclatint Indfvldwl lnoking 'ltfles' (i~e, eonllstent perlontl rnoking petterns) to I~~at (1~1~ quitting nC ~Piechint pltttnl of 1PdllidOlll Ierols tlll)~ If Ye con I(glPt COPllfl in tent of onoking c~ra~r end rclete this to eb~t~ctcrl~tie Ittlel of IlOt~PI within ouch IIPPtl, 1( III hone free in r~n~ of predicting product IlriCI best lultca to clpltllile on clreer plthvetl through the nr~et~ jlnt nlrltet Pith n relloplble COdtllDI to collecting Rlt~lll dlr~ in veil pl~eld to take ~dvaa~~l~ of thlf ~ppro~ch, though I ~hould odd ~h~e the detl mrt he cohort bl~ld (Dnldlm lvltchlng dlte if Pot currentlt collected fret n Ilngle cohort on e repeat besll)l I~·n*e ~*r~lP1 I*l**~I~L~·~. :r~l·~~·~~l~t . N Ir~, rlll~l rbLlgl) ClibPDF - v~~fastio.soni P Dunn Eso ITl Canada Zd august 1989 3~ Bsdng redcved the In, DEfT~ set up first hCI and I~~Bld lour reports lubscguently, I find the uork admirably thorough aad tlc~mle~llg as round as one could vlshl All the more reason to be disappointed In the very iou levels of ~brketfng awareness of the existence of the panel and the significance of the results produced so fnr~ Since report circulation and preaenurlans of the uor~ to date bioe not railed ai·anncle, and especially since the neat logical developments of DaG to CbM)E1B and NIW deploy the technique fltnll into Harlte:!ng action, I vouid suggest that the option of secondment be rrconsldore~. Given the current Initleti~e of DgtU the obvious step II an R L D PCltOP into Hsrketingl and the strongest candidate uauld he Wrs e Hd:fde on tk.e basis of I]ELTA and Smoking behaviour experience· For this t7pC Of scenario to be successful I would expect that her dl~retlon of OLLTI and Smoking Behaviour programs vould have to be retained. DELTI vpr!d certainly not suffer from such a change since your PeY recruit to :hL area II arg laund. The key objecrbcs for such I seconded candidate uauld he: a) To relate E1T~leOMIEL~T~INT1E ~evelopPeatr pneplelcrlly to ITt marketing activity and co~unleete and prs~ete their u~c~ b) To consider means of relating smoking beta~fcsr ~o~iiorlng to current models of m marbtipg ~eridtl (perhaps through ti~e lalleleaccr approach previously outlined)~ i, To stand a realistic chance of negotiating the COhPELTA - IJ~LE development, and relating smoking behaviour measurement to -~rkctlng action, a consumer studies unit of the charter Research type Irmst he seriously considered · not least since your DEISA development is no~ suite ~ru:r~ Clmn the pattern of past loliilelvts Doer ~EITI, and cc::cnr lePe: of Rarenees of the technique, the initiative to go to a studies unit must come from R L D, bur clearly with the best possible Lrkc:lq liaison [pcrhaps folloving on from a suitable period of the secondment considered a)3evc?)l We would be pleased to proddr as much bae~groun~ as possible on the charter Research experience should yoa find this useful. 5~ The OELTA based subjective - objective modelli:g cjetclse presented to the Smoking Bahaoiour conference is a most imlressiPe piece of vor~ uhlch seems to combine the soundest of behaviour monitoring and panel tachoologicl~ I look forward to the report of this work and offer the suggestion that a less fragmented statlatical strategy be considered than, canonical correlation. I suspect that statistical treat-ent will ~pn a considerable effect on interpretation of results, and a different treatment may not, for example, get so close to suggesting that subjredve rarlables are in any case lore predictive than objective leasu:es~ L. Regarding 'strateglc project selection' I hlpe been exercising the notions of using the approach In I recruitment context and in the context of corporate function relationships since wt mce:ing· Both applications hooe very interesting ramifications and I eltrlnl~ Peleoar any further interaction with your personnel peoplcl ~our views on how I can best stimulate that dialogue would be much appreciated. HePa~~le, I am sure you are avare of my confidence in the creative impact that a sensitive application of this technique can have when ap:lird, as originally designed, in an B L D culture ~t the R i DIHa:;cetlng Interface. B a Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 i LI PC Ill, ar~ IJ ~Ct UY I hopl thcle pl~lODlr 11I1I1IC 01 1011 ~1(~ I 106 fOrVl:d tO Plr PIXt III1P1~ Islt tctlrdl Bltr Ilnecrcl~ Rob rtrril ClibPDF - v~~fastio.soni Sincerely, r: ~ · William Rase Maaager, C DeveloFonent larket Statepi wRljC CC: RI Bexcn Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 Imperial Tobacco lilcitedllimil8e :C:5.~e SI~~t:o;ec SI:ec! Ilol::eal, P.P. HJCIBj (j:~; 931·6161 P.O. Bus 6600 C,P. ,\lun:rbal, P.P. H3C 316 Cabie'Cb;r "lelimp' ;!icx~T~b 0B·60613 November 26'ch, 198E Rob Ferris Group Research & Development Centre Regent's Park Rd Southampron, ENGLA~3 S09 1PE 3ear Rob: It's been a while since we've talked, Not unlike you~self, my responsibilities have changed since our last meeting and I'm now working in Bob Bexor.'s group, Market Strategy and Developments You may or may not tave heard that we currently have same very restrictive legisL~ion staring us in the face and we are scrambling to do the work that we should have perhaps been done I while ago, We are unbarking on a Project called BW1PO that leaks at how we mitiSt prepare ourselves and function in a more restricted cormnunicltions environment, Bob tells me that he spoke to you at one time about doing a study on what cormour,iea:icns channels opened when restrictions went into place, I'm wondering if you've ever done away work in this area and/or who else might be knowledgeable on such things, I've attached a copy of the initial Project paper on RARPO, As ycu'll see, the scope of the Project is very broad at this stage, However, we wish to define our options as quickly as possible ad would appreciate whatever help you can provide, Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 Project IIARPO PRO3F,CT HARPO WILL L40K AT WHAT WE NEED M DO IN AN OVERALL SENSE TO OPEi(ATE IN AN ENVIRONMENT WHERE 01R CURRENT P~IROACH TO MAILICETTNG HAS BEEN SEVERELY CURTAILED BY RESTRICTIONS, As such, HARPO is not a brand/concept development exercise. It is essentially aimed at leaking at what we are likely to lose and what we should be doing now, as well as how our activities should be conducted in the future~ we are currently faced with a set of Draconian restrictions that would, virtually eliminate our traditional means of expressing lifestyle positioning. Although it is uncertain as to the exact extent these measures will be adapted, we are certainly on cause to something different and soon, It is more than likely that we are looking at the loss of conventional image material in all media (retail included) - and new rotational warnings, We are faced with more prominent health warnings an our packs - and possibly, the closing of the door on trademark diversification, In marketing te~ns, these interventions would severely impede our ability to launch new brands, to develop, maintain or enhance image characteristics on existing b:nads and to influence market presence and perceived popularity. We may find that the product side of the game change as we comply with O declaring Co. and listing some of the vzriccs ingredicnts~ ~D Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 In terms of market dynamics, we have to wander whet~es'lre will see more interest in US brands if overflow US advertising is all smokers see, Should we easefully nurse our present US entries? Should we expand our list of U.S, entries? Should we tap into powerful underlying farces like nostalgic that may be able to operate without "normal" cormnunications? Whatever happens, we know that smokers' needs for, and response to, information about cigarette brands will not change, The question will be how to tap into the new conaunica:ion channels effectively and efficiently, HARPO must begin the process as an overall assessment so that the many options can be understood, prioritized and, if feasible, developed, we should establish contact with 5,A,r. affiliates in highly restricted markets like Finland or Iceland, to find out what they have done, and what they would have done if they had it to do over again, we should look closely at the legal status of our trademarks and ensure that they are less vulnerable to restrictions, legally, than may be the case today, We should certainly line up our options is terms of creative media/packaging alternatives and explore and prioritize them~ Projects like ErlPO and components of it have certainly beer. on the lips of marketing people at ITL for some~ time, trademark diversification, carton imagery, malls, end the whole notion of symbols, ;~ey have all petered-out before reac:irng O their final fruition, Given what is currently on the table, ~D HARPO should. be give:, very h~gh priority, \D Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 Bilje Ne7 25, !986 O O N O ClibPDF - v~~fastio.soni I ~_ imperial~bacco limiledllimiiw Feb ruary 'f th 1 1986 C!1:v (5511: '6:ii3: ;,.:,? Tc;ilB·BCli:l Mr. Rob Ferris Group Research and Department Centre Regent's Park Rd Southamptoa, E~GI~BD S09 1PO Dear Rob: sere's a coBY of the 99.5?; finished questionnaire on VIKING, with a few technical modifications, welre done, I'd like to put in a favor-type coPecpt, If we can find a way to express it vsrbably, ue'll have a run at its The pre-test went ucll - no problems with completion except in many cases, it turned out to be neoesaary to make an appointment ' no problems with open-ended pueltions~ Field work starts - CDd willing and if the creek don't rise - in the aext seven to ten days. I'11 keep you papttd· T've asked Bcrb to assemble the documentation on ptoduct breifs from two projects - a,, that represents a substantial sensory change and one that represents a fairly straight forward extension of current technology~ As soon as we've tracked it all down, we'll forward it to you. Nice, as always, to hear froP you· ~ny chance of a North aierican tour in the near future? Robert Bexon Director, Market StrategY & Development Marketing CI RB/jc Enel, ~D Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 ··r·. . '!' F: ~· r ,· "~'":: ~II· ··I, 1*- : U:: ·.· ·: .II· . :' i' '~) r'~·*· 1· .l.l.i.l.. ''.' : ~Lll(jlii~·*·C~!I· · )I· . )~·: i :1., 'I ··- ·.·~:;:.El'~,1·· ,.. I,, :~~;:4A~·:?:· ) ,,, ··~~ ·:~lt~,~kP *Y:,C.'" I 'I··I" ··' ~· ··I :fl''·"~ .:i·i (1· ,L :lLil ·· . ·~II~~ *YL::E' L: I "' I·I It ·* :ii- , '~a·t~~· I,, ·'·:' , 1. ·· h)~~ll 1 11I:P~f~f:1 i.' )1 3 ,, · ii 1· .;~l~i~i~CUTt:G!l'r:c ::r!u* :I· 't·l~,;~e~slE~eY~:!·:·I:~::: I Ir :r l.i t~ r' -r' ;;· C ·I i' ., :(::. 21 I::!i:~;V~i~plb"~AB~ils~4i~J~B·T~t~iitrC :;~1~31r~:t I .1. Fr(:! i '161;1' ·· II ii ',"ii4i:·'·l ~i~ciliff j ··.;`·I " II ~:i·-d : ·?'C ''' . 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