Consumer Goods
Smokers’ perceptions of different types of cigarettes
Every project we run is covered by confidentiality agreements. That is why this page describes the method, scope and deliverables, but does not identify the client, brand, product or date.
Challenge
A company needed to understand how smokers perceive the different types of cigarettes available on the market, covering both traditional products and options with a flavor capsule.
The challenge was to bring the experiences and perceptions of consumers exposed to different product propositions into open discussion, structuring specific groups to compare conventional cigarettes and cigarettes with a flavor capsule.
To do so, it was necessary to recruit participants matching the defined profiles and to conduct the discussions in person, creating an environment suited to exploring perceptions in depth and allowing interaction among participants.
Methodology applied
- Recruitment of smokers of different cigarette types, according to the criteria defined in the screener
- 4 in-person focus groups, with a total sample of 32 participants
- 2 groups structured for traditional cigarettes and 2 groups for cigarettes with a flavor capsule
- In-person discussions (FGDs) lasting 120 minutes each
- Groups conducted in Fortaleza, Brazil
- Preparation and application of the recruitment screener and discussion guide
- Full project management, including recruitment, incentives and moderation
- Translation of the materials used in the research
- Briefing and debriefing carried out as part of the study operation