Colgithomi Associates Market Research Consultants
QUALITATIVE RESEARCH INTO RYO HABITS AND ATTITUDES
THE DEBRIEF PRESENTATION DOCUMENT
Prepared by : Colquhoun Associates
Prepared for: Patrick Roozeman, Gallaher Ltd
Project Tri,/9834/ GC March 1998
82 Surhiton Hill Park, Surbiton, Surrey KT5 SER Tcl: 0181 399 2741 Fax: 0181 399 7159 Mobile : 0830 256137 Page Number
I BACKGROUND 1
II RESEARCH OBJECTIVES
III METHOD AND SAMPLE 3
IV MAIN FINDINGS 4
I . Tar and Nicotine 1 .1 Current Perceptions 1 .2 Expectations 5 1 .3 Overall 6 1 .4 Reactions to Levels 7
2 . Tar/Nicotine Matrix 8 2.1 Expectations 2.2 TN Matrix 9 2._'.1 Initial Responses 2.2.2 Subsequent Understanding 10 2.2.3 Summary of Understanding
3 . New Low Tar Proposition 11
4. Tobacco Characteristics 12 4.1 Overview 4.2 Arrival at Preferred Brand 13 4.3 Preferred Brands 4 .3.1 Old Holbom 4.3.2 Golden Virginia 14 4 .3.3 Drum 4.3.4 Samson continental 4.4 Birds Eye Stem 15 4.4.1 Old Holbom Loyalists 4.4.2 Drurn/Samson continental 16 4.5 Moisture Levels 17 4.6 Drum/Samson continental -Potential 19 4.6.1 BES 4.6.2 Moisture Level 5 . Packaging 20 5 .1 Old Holborn 5.1 .1 Pack Shape ". 1 .2 Pack Feel 5.1 .3 Seal 21
I ." Extemal Seal 5.1 .6 Cellophane Proposition _' Golden Virginia 2 3 5.2.1 Pack Shape 2. 2 Pack Feel Wrap Cellophane .3 2 . 5
5 .2 .4 Double Wrap Seal External 5 .3 Drum/ Samson continental 5.3 .1 Pack Shape 5.3 ? Pack Feel 5.3 .3 External Seal 5 .3 .4 Wrap 6. Papers 6.1 Overview 6 .1 .1 Green Papers 6 .1 .2 Red Papers 6 .1 .3 Blue Papers 6 .1 .4 Perforated Papers 6.? Filters 6 .3 Rolling Machines 6.4 Product Combinations
V CONCLUSIONS AND RECOMMENDATIONS
APPENDICES
1 RECRUITMENT QUESTIONNAIRE II DISCUSSION GUIDE III TAR/NICOTINE MATRIX EXAMPLES I V PRODUCT BANK
Qualitative Research into RYO Habits and Attitudes The DebriefDocument
I BACKGROUND
Gallaher have identified several issues concerning RYO habits and attitudes which need to be addressed. Each of the four issues (Tar an Nicotine (T/N), Birds Eye Stem, Packaging, Moisture Levels) are imterlinked.
Current Government rergulations do not require manufacturers to display Tar and Nicotine levels on RYO packs. Future legislation may insist on this information being made available to the consumer, possibly represented in a matrix format printed on the RYO pack. This information should be ]iresented in a clear and understandable context. The publishing of this information may have an effect on the perceptions of RYO smokers towards rolling tobacco.
Some types of tobaccc (e.g. Drum/Samson continental) contain Birds Eye Stem (BES) which is produced by using the whole leaf in processing. The introduction of BES into the
Old Holborn rolling tcibacco may have an effect on the brand in terms of perceived quality, appeal, taste.
Current Old Holborn packaging uses an integral pack seal to maintain the moisture levels in the tobacco until opened by the consumer. Some other brands use cellophane around the pack (Golden Virginia) which could be used an alternative seal for the Old Holbom tobacco pack.
The UK moisture levels for rolling tobacco are currently 26% compared to 20% on the continent. An increase in moisture levels in continental brands or a decrease in UK (Old Holborn) moisture levels may impact on the appeal of the current Old Holborn brand .
In February 1998 Colquoun Associates was invited to conduct research . This document comprises a summary of their findings, conclusions and recommendations .
Colquhoun Associates .~\"9834,GCI.Ifarch 1998 Page Number 1
levels Nicotine
0 sought; knowledge ° prin
. . research consumer knowledge Nicotine levels Qt
Specifically ~ ~be current tobacco s ,°o ~ bacco to ify ent id ceptions per ~~,tiy
to Holborn tobacco . ormat f coos explore lborn Ho
matrix s ° pea °o~toto etce4~to ~,~,e O`11 ote4 " ycws~ $ea s . ce4 `°cws et,`4et ~,~e 4ac
c~ . a"tetS`a a~t~e tcrixet`c aeo~,~` o~ a"`ett` t",e a44ea a c~eot ~ s
e t o~ cv~eotvoea~`ca~,oo~ er4~ e e~be`ct`4 .S~es~~4~a S~v~e ~ o
The Debrief Document Qualitative Research into RYO Habits and Attitudes
III METHOD AND SAMPLE
SIX, ONE AND HALF HOUR GROUP DISCUSSIONS
WITH OLD HOLBORN, GOLDEN VIRGINIA AND DRUM/
SAMSON CONTINENTAL SMOKERS
The Sample Specification ;
SEX REGION GROUP RECRUITMENT SPECIFICATION AGE
Male W.Midlands Group I Old Holborn smokers 25-34 S.W.London Group 2 Old Holborn smokers 25-34 Male Male W.Midlands Group 3 Old Holborn smokers 35-54
W.Midlands Group 4 Drum/Samson continental 25-34 Male smokers ~.f Male S.W. London Group 5 Golden Virginia 25-34 smokers S.W. London Group 6 Golden Virginia 35-54 Male smokers
" Smoking at least 12.5g of preferred brand per week " All smoking RYO for at least 2 years " All smoking preferred brand for at least 1 year
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IV MAIN FINDINGS
1 . Tar and Nicotine
1 .1 Current Perceptions
NOT SPONTANEOUSLY RAISED AS AN ISSUE
MAJORITY DISINTERESTED IN TAR/NICOTINE ISSUES
CONCERNING ROLLING TOBACCO
ROLLING TOBACCO IS WITHOUT ROLLING TOBACCO IS PERCEIVED
FILTER - EXPECTATIONS OF TO BE LESS HARMFUL THAN CIGARETTES
INCREASED TAR/NICOTINE LEVELS - WITHOUT CHEMICALS
PERCEIVED INDIVIDUAL CONTROL
OF TAR/NICOTINE LEVELS THROUGH
CONSUMER INVOLVEMENT (ROLLING) _
LESS
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The DebriefDocument Qualitative Research into R YO Habits and Attitudes
1 .2 Expectations
Increased Levels (majority)
SOME PERCEIVE RYO TOBACCO TO
(B&H) CONTAIN MORE T/N LEVELS THAN CIGARETTES
PERCEPTION DRAWN FROM;
TOBACCO IN "RAW" FORM WITHOUT FILTER
THEREFORE
HIGHER T/N LEVELS THAN CIGARETTES
T/N THE STRONGER THE TASTE OF TOBACCO THE MORE
IT WILL CONTAIN u
OLD HOLBORN - MED TO HIGH LEVELS
GOLDEN VIRGINIA - MED LEVEL
DRUM - HIGH LEVEL
SAMSON - MED TO HIGH LEVEL
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Qualitative Research into R YO Habits and Attitudes The DebriefDocument
Decreased Levels
SOME PERCEIVE LESS T/N IN ROLLING
TOBACCO THAN IN CIGARETTES
PERCEPTION DRAWN FROM ;
LACK OF CHEMICALS IN TOBACCO
SIZE COMPARISON WITH CIGARETTES (AMOUNT)
TOBACCO LESS COMPACT (DRUM/SAMSON)
RICHER, FINER TOBACCO MAY CONTAIN
INCREASED T/N LEVELS
OLD HOLBORN - LOW
GOLDEN VIRGINIA - LOW
SAMSON CONTINENTAL- QUITE LOW
DRUM - VERY LOW
1 .3 Overall Expectations of T/N Levels
RESPONDENTS DID NOT SPONTANEOUSLY IDENTIFY PAPER POROSITY
AS HAVING AN EFFECT ON TN LEVELS
DIAMETER OF TUBE WAS IDENTIFIED AS HAVING IMPLICATIONS
FOR T/N LEVELS, BUT TO AN UNKNOWN DEGREE
6 Colquhoun Associates J.V983-1/GC/ttarch 1998 Page Number
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BIRDS EYE STEM (BES) TOBACCO WAS SEEN TO BE LESS COMPACT AND
DRIER THAN FINER CUT BRANDS - SOME RESPONDENTS PERCEIVED THIS
AS A FACTOR IN REDUCING T/N LEVELS
1 .4 Reaction to TIN Levels
RESPONDENTS (MAJORITY) EXPECTING RESPONDENTS (SIZEABLE MINORITY)
INCREASED T/N LEVELS EXPECTING DECREASED T/N LEVELS
SURPRISINGLY PLEASED CURIOUS
u
MAJORITY OF RESPONDENTS SPONTANEOUSLY IDENTIFIED THE FOLLOWING ;
NEARNESS OF OLD HOLBORN AND GOLDEN VIRGINIA
T/N LEVELS - EXPECTED GOLDEN VIRGINIA TO BE MUCH LESS
SURPRISE AT DRUM T/N LEVELS BEING LESS THAN OTHER BRANDS
HOWEVER
PERCEPTIONS AND ATTITUDES TOWARDS ROLLING TOBACCO
AND PREFERRED BRANDS REMAINED UNCHANGED u IMPACT OF T/N LEVELS = MINIMAL (CURRENTLY)
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2.0 Tar/Nicotine Matrix
2 .1 Expectations
PERCEIVED DIFFICULTY IN REPRESENTING
T/N LEVELS
U
PER GRAMME?
U
UNIVERSAL LACK OF UNDERSTANDING (AND INTEREST)
IN FACTORS CONTRIBUTING TO TN LEVELS
BENEFITS OF HAVING T/N LEVELS
REPRESENTED ON PACK COULD NOT BE IDENTIFIED
` I WOULDN'T CHANGE MY TOBACCO BECA USE OF THE TAR LEVELS "
OVERWHELMING LACK OF CURRENT INTEREST
IN SEEING INFORMATION REPRESENTED
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2 .2 Tar/ Nicotine Matrix
2 .2.1 Initial Responses
MAJORITY TAKE TIME TO UNDERSTAND
AREAS OF INITIAL CONFUSION
LACK OF EXPLANATION
`~5 .2MM/7.2MM
,-j-UK/GERMAN PAPER
y13 MG,ETC .
CONFUSION OVER MATRIX FORMAT (CROSS REFERENCE)
COMBINED T/N LEVELS +VE
OVERALL LACK OF INTEREST u
it YOU .WGHT LOOK AT IT ONCE, BUTSOON FORGETABOUT IT"
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2 .2 .2 Subsequent Understanding
CONTINUING LEVELS OF CONFUSION u
" UK/GERMAN PAPER
" 5.2/7 .2MM
" DIFFERENCE IN 5 .2/7.2MM TAR LEVELS
" UK PAPER - UNDERSTANDING ( GREEN?, RED?)
" GERMAN PAPER - CONFUSION/ RELEVANCE /EURO GUIDE?
" 5 .2/7.2MM - RELEVANCE/COMPARISONS (TMCKNESS OF CIGARETTE)
" UKIGERMAN PAPER LEVELS - DIFFERENCE IN MG (5 .2/7 .2MM)
2.2 .3 Summary of Understanding
SUSPICION/ APPREHENSION IN MATRIX INFORMATION u SUPPORTED BY BELIEF IN DIFFICULTY
OF MEASURING RYO T/N LEVELS u RELEVANCE DISCOUNTED
`STAR LEVEL COMPARISONS WITH CIGARETTES SUSPICIOUS - CHEMICALS
`RELEVANCE OF TAR AMOUNT - "WHAT IS A DANGEROUS LEVEL?"
-1-UNDERSTANDING/CLARITY OF MATRIX
`*INCLUSION OF NICOTINE +VE
"MIGHT BE USEFUL TO NEW RYO SMOKERS"
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3.0 New Low Tar Proposition
MAJORITY VIEW A LOW TAR PROPOSITION AS
IRRELEVANT TO CURRENT PERSONAL
PERCEPTIONS OF RYO TOBACCO
PRINCIPAL FACTORS u RYO = TASTE/STRENGTH
PERCEPTION OF LOW TAR WILL
PRODUCE LOW TASTE/STRENGTH u LIGHT TOBACCOS LIKE AMBER LEAF ,CUTTERS CHOICES
ALREADY AN OPTION u ALTERNATIVES ;
REDUCE TOBACCO IN TUBE (CONSUMER CONTROL
FILTERS
SMALL MLNORITY SHOW INTEREST u BUT
DEPENDENT ON TASTE OF ROLLING TOBACCO
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4. Tobacco Characteristics
4 .1 Overview
PRIMARY REASONS FOR RYO SMOKING
ECONOMICAL
SMOKE LESS - LINKED TO HEALTH (TO A DEGREE)
ADVANTAGES OF RYO;
TASTE/STRENGTH
LACK OF CHEMICALS
PERSONAL SMOKE
MAJORITY THROUGH EXPERIENCE ROLL
SET AMOUNT (UNTIL "KNOCKINGS") 4
CYLINDRICAL
MAJORITY ALSO SMOKE CIGARETTES
SOCIALLY OR AT WORK FOR THE FOLLOWING REASONS ;
IMAGE
CONVENIENCE
TIME RESTRAINTS
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4 .2 Arrival at Preferred Brand
OLD HOLBORN/GOLDEN VIRGINIA
MANY EXPERIMENT (ESP YOUNG) u LEADING TO PREFERRED TASTE u PRICE AND AVAILABILITY IMPORTANT
IMPORTANTMOSTISSUE =PRICE DRUM/SAMSON
4 .3 Preferred Brands
4 .3 .1 OLD HOLBORN
MOIST, EASY TO ROLL - GV TOO TIGHT/ DRUM AND SAMSON TOO DRY,
TOBACCO PIERCES PAPER, DIFFICULT TO HANDLE
KEEPS MOIST LONGER, GV DRIES OUT QUICKER
AROMA (SMELL)
STRENGTH (NOT MELLOW), BUT DRUM TOO HARSH
TASTE (DISTINCTIVE)
COARSER - EASIER TO DRAW ON (THAN GV)
AVAILABILITY
QUALITY TOBACCO - DRUM/SAMSON CHEAPER
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4.3 .2 GOLDEN VIRGINIA
FINER THAN OLD HOLBORN
LESS MOISTURE - LEADS TO DRIER TASTE (CIGARETTE)
SUBTLE SMELL
MELLOW FLAVOUR
AVAILABILITY
4 .3 .3 DRUM
BURNS EASIER
COOL TASTE (DRUM YOUNGER)
CHEAPER(DRUM MAJORITY)
4.3 .4 SAMSON (CONTINENTAL)
CHEAPER
DRIER THAN OLD HOLBORN/GOLDEN VIRGINIA
0 MAIN ATTRACTION TO OLD HOLBORN/GOLDEN VIRGINA BRANDS
QUALITY, TASTE, STRENGTH
`-> AVAILABILITY
MAIN ATTRACTION TO DRUM/SAMSON (CONTINENTAL)
'-> PRICE
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Doctinient The Debrief
.-Ittitudes to Habits and in ,yo vuctlitutire Research
Stem Ey e Holborn Loyalists old 'VE OVERWHELwIINGLY MAJORITY
TOBACCO CHEAPER OF PROCESSING ARE TUNAW
BAGS CHEAP TEA
'DIFFICULT TO ROLL TOBACCO" . ' pAY.ItiG FOP, CHEAPER TOBACCO SOT REFLECT "TWIGS "QBES) PRICE C'CION yREDU " U1CK . BSS TOO Q HEN LIT' FALLS OFF END W . "BURNING TASTE
ALISTS HOLBORN LOY OF O01-ID VIRGI14IA) MAJORITY LMING CL. GOLDEN OVERWIIE I'S IN OWN BRAND CLUSION _VETO -~ EFFECT ON; CENEV YER S'TRENG'TH TOBACCO (ROLLI;IG) T ASTEI OF . FEE FLE~CIBILIT`l L QI ICICER OUT ESS _DRIES («FALLI;~G OFF" ) FRESHN WHEN SMOKTNG CATIONS . IMpLI
pc,ge
Oualitative Research into RY0 Habits and Attitudes The DebriefDocument
4 .4.2 Drum/Samson Continental
CHEAP TOBACCO - EXPECTED
ll
USED TO SMOKING BRAND u MAIN ATTRACTION = DRIER "SMOOTHER" SMOKE
TOBACCO BURNS QUICKER
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4.5 Moisture Levels
Old Holborn Loyalists
CURRENT UNDERSTANDING (MINIMAL) GAINED
THROUGH EXPERIENCE u
COMPARING OLD HOLBORN TO OTHER BRANDS
MOISTURE CONTENT :PERCEIVED EFFECT
EFFECTS TASTE/STRENGTH OF TOBACCO
STAYS FRESHER LONGER
EASIER TO ROLL
INCREASES AROMA (INCLUDING DURING SMOKING)
BUT CONSIDERABLE EXPERIENCE IN 12 .5 GR
PACK CONTAINING STALE TOBACCO
U
SUBSEQUENT POSITIVE PERCEPTION OF SEAL ON OLD HOLBORN PACKS
OLDER OLD HOLBORN LOYALISTS
PERCEIVED FOREIGN BRANDS TO BE LESS MOIST
THAN UK BRANDS - NO APPEAL
(PERCEPTION CONFIRMED BY GOLDEN VIRGINIA LOYALISTS)
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GOLDEN VIRGINIA LOYALISTS
MOISTURE CONTENT: PERCEIVED EFFECT u EASIER TO ROLL
PRODUCES SLIGHT AROMA
DRIES OUT QUICKER THAN OLD HOLBORN
LESS MOISTURE - REDUCED STRENGTH
yMINORITY COMPARISON WITH OLD HOLBORN
DRUM/SAMSON CONTINENTAL
MOISTURE CONTENT: PERCEIVED EFFECT
ll
DRIER,"COOLER" SMOKE
INCREASED HARSHNESS DURING SMOKING
(OLD HOLBORN LOYALISTS)
HARDER TO ROLL (OLD HOLBORN LOYALISTS)
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4.6 Drum/Samson continental - Potential 4.6.1 BES
EXCLUSION OF BES FROM CONTINENTAL BRANDS
PERCEIVED AS POSITIVE BY OTHER BRAND USERS
(OLD HOLBORN LOYALISTS ESPECIALLY)
BUT
DEPENDANT ON ;
TASTE
QUALITY
PRICE
DRUM LOYALISTS ARE SUSPICIOUS OF PRICE CHANGES
4.6.2 Moisture Level
MAJORITY OF OTHER BRAND USERS WOULD
PERCEIVE AN INCREASE IN MOISTURE LEVEL
AS POSITIVE
DRUM LOYALISTS SMALL MAJORITY -VE
DEPENDENT ON PRICE INCREASE
0 MAJORITY OF OTHER BRAND USERS WOULD PREFER TO SEE BES REMOVED
BEFORE MOISTURE LEVELS INCREASED - BES MAIN -VE
ATTRACTIVE 11 CHANGES TO DRUM/SAMSON CONTINENTAL ARE MORE
TO OLD HOLBORN LOYALISTS THAN OTHER BRAND USERS
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5.0 Packaging
MAJORITY IDENTIFY SEAL (FRESHNESS) AS MOST IMPORTANT FACTOR IN
PACKAGING (ESPECIALLY OLD HOLBORN LOYALISTS) u
MAJORITY BELIEVE OLD HOLBORN SEAL TO BE MOST EFFECTIVE
MEANS OF KEEPING TOBACCO FRESH
5.1 Old Holborn
5 .1 .1 PACK SHAPE
STANDARD PACK DESIGN
STORAGE (EASILY CARRIED - WORK CLOTHES, SOCIAL ATTIRE)
MORE SUBSTANCIAL FEEL/LOOK (CONTENT) THAN GOLDEN VIRGINIA
5 .1 .2 PACK FEEL
MAJORITY DID NOT SPONTANEOUSLY IDENTIFY DIFFERENCE IN
"FEEL" TO GOLDEN VIRGINIA
MINORITY IDENTIFIED SOFTER "FEEL" TO GOLDEN VIRGINIA PACK
ALTHOUGH NO RATIONAL TO CHANGE OLD HOLBORN PACK
`--NO RESISTANCE TO CHANGE
BETTER QUALITY FEEL TO PACK THAN DRUM/SAMSON CONTINENTAL
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5 .1 .3 SEAL
APPRECIATED BY MAJORITY INCLUDING OTHER BRAND USERS AS
BEING THE MOST SUCCESSFUL WAY OF KEEPING TOBACCO FRESH
BEFORE INITIAL OPENING
SOME LOYALISTS LIKED BREAKING THE SEAL AND ENJOYING
THE PERCEIVED FRESH AROMA
"LIKE CRACKING ~VfEMBRAVE ONA COFFEE JAR "
LESS CHANCE OF BEING TAMPERED WITH
SUCCESS OF SEAL REINFORCED BY -VE 12 .5GR EXPERIENCES
5 .1 .4 DOUBLE WRAP
CONTAINED TOBACCO (SPILLAGE) DURING CARRIAGE
KEPT TOBACCO FRESH
BUILT IN SURFACE FOR ROLLING ON/ TOBACCO SPILLAGE
5 .1 .5 EXTERNAL SEAL (TRANSPARENT TAPE)
DEGRADES QUICKLY
COUNTERED BY DOUBLE WRAP
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5 .1 .6 CELLOPHANE PROPOSITION
REJECTED BY MAJORITY OF OLD HOLBORN LOYALISTS u REDUCED FRESHNESS
"HASSLE" IN OPENING
"AROMA RITUAL" - BREAKING THE SEAL
ll
WHY CHANGE?
"OLD HOLBORN TOBACCO IS THE FRESHEST ROLLING TOBACCO
ON THE 1L4RKET" u EFFECTIVENESS OF SEAL - SUPPORTED BY EXPERIENCE
OF 12 .SGM AND OTHER BRAND USAGE
ACCEPTANCE OF CHANGE DEPENDENT ON
EFFECTIVENESS OF CELLOPHANE IN KEEPING TOBACCO FRESH u NO SPONTANEOUS REJECTION OF OLD HOLBORN BRAND
IN THE EVENT OF CHANGE
HOWEVER
QUESTION REMAINS FOR OLD HOLBORN LOYALISTS
AS TO THE "LOGIC" IN CHANGING THIS "BENEFIT"
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5.2 Golden Virginia
5 .2 .1 PACK SHAPE
STANDARD PACK DESIGN
STORAGE (EASILY CARRIED - WORK CLOTHES, SOCIAL ATTIRE)
SOFTER LOOK THAN OLD HOLBORN
5 .2 .2 PACK FEEL
SOFTER IN IDENTIFIED BY A MINORITY OF LOYALISTS AS BEING
FEEL TO OLD HOLBORN
INDICATED MELLOW TOBACCO
.46 %-0 FRIENDLIER", "FRESH' FEEL
`-*COHERENT WITH BRAND LOYALISTS ( INCLUDING FEMALES)
5 .2 .3 CELLOPHANE WRAP
ACCEPTABLE PERCEIVED BY MAJORITY OF LOYALISTS AS BEING
`-> NO REPORTS OF LACK OF MTIAL FRESHNESS
MAJORITY OF THE TIME
HOLBORN CELLOPHANE PERCEIVED AS CHEAPER BY SOME OLD BY MAJORITY LOYALISTS AND INFERIOR TO OLD HOLBORN PACK SEAL
OF RESPONDENTS
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5 .2 .4 DOUBLE WRAP
CONTAINED TOBACCO (SPILLAGE)
KEPT TOBACCO FRESH
BUILT IN SURFACE FOR ROLLING ON
5 .2 .5 EXTERNAL SEAL
DEGRADES QUICKLY
COUNTERED BY DOUBLE WRAP
5.3 Drum/Samson (Continental)
Drum
STYLE AND IMAGE (SOME OLDER, YOUNGER OLD HOLBORN)
TRADITIONAL, MATURED u
ENJOYED BY YOUNGER OLD HOLBORN SMOKERS u
PERCEIVED AS MORE EXPENSIVE BY SOME OLD HOLBORN SMOKERS
(MORE TIME SPENT ON IT) u
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BUT
LESS EXPENSIVE BY DRUM LOYALISTS
FOR SOME, DRUM HAS A DISTINCTIVE BRAND IMAGE
DESCRIBED AS "DIFFERENT"
COMPARISON
5 .3 .1 PACK SHAPE (DRUM/SAMSON CONTINENTAL)
INDIVIDUALISTIC DESIGN
`-0-CHARACTER
`-DISTINCTIVE
APPRECIATED BY YOUNGER RESPONDENTS
IN STYLE AND IMAGE TERMS u
".4S PACK DEGR4DES IT DEVELOPS CHAR4CTER "
PERCEIVED BY LOYALISTS AS MAKING ACCESS TO TOBACCO EASIER
THAN UK PACK DESIGNS
`INTERNAL SIZE AND EXPANSION
STORAGE- BULKY
`-)-DEGRADES QUICKLY (MAJORITY)
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5 .3 .2 PACK FEEL
SUBSTANCIAL DIFFERENCE COMPARED TO OTHER BRANDS
CREATED INTEREST
MORE OF A POUCH THAN A PACK
THIN PLASTIC COATING - PIERCES EASILY
`*LOOKS CHEAPER (MAJORITY)
5 .3 .3 EXTERNAL SEAL
LOYALISTS PERCEIVED IT TO HAVE BETTER ADHESIVE QUALITIES
ON PACK EXTERIOR
CELLOPHANE WRAP
INTERNAL SEAL ON MILD VERSIONS +VE
5 .3 .4 WRAP
MAJORITY PERCEIVED LACK OF DOUBLE WRAP TO BE A MAJOR
NEGATIVE TO THE DESIGN
y SPILLAGE (CARRIAGE)
y SPILLAGE (ROLLING)
`~ FRESHNESS
LOYALISTS OF DRUM AND SAMSON CONTINENTAL NOT UNDULY WORRIED
- DRY TOBACCO ANYWAY
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6.0 Papers
6.1 Overview
MAJORITY EXPERIMENTED WITH
VARIETY OF PAPERS (GREEN, RED, BLUE u UNDERSTANDING OF PAPER QUALITIES
THROUGH EXPERIENCE u MAJORITY USE GREEN RIZLA
+VES
GUM
PAPER THICKNESS
TASTE
OTHER BRANDS TRIED - MAJ SWAN u PERCEIVED AS SUBSTANDARD
NO PERCEIVED EFFECT OF PAPER POROSITY ON TN LEVELS
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6.1 .1 GREEK PAPERS
STICK BETTER
NEAREST TASTE TO CIGARETTES
EASY TO ROLL
CORNERS - MACHINES
6.1 .2 RED PAPERS
FOR SO'NIE - EASIER TO ROLL THAN GREEN (TOO THIN)
6.1 .3 BLUE PAPERS
LESS ASH
GOES OUT QUICKER
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6.1 .4 PERFORATED PAPERS
EXPECTATIONS -VE u TEA BAG/SILK CUT u PLEASANTLY SURPRISED
SAME AS RED OR GREEN
BURNS QUICKER u
MIGHT INDUCE SWITCHING FOR CONVENIENCE SAKE
6.2 Filters
SOME HAVE EXPERIMENTED WITH FILTERS u -VE
HASSLE
INCREASED SIZE OF ROLL UP
EQUATES TO CIGARETTE
LACK OF COHERENCE WITH RYO
TAKES TASTE AWAY u MORE EXPENSE (DRUM)
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Qualitative Research into RID Habits and Attitudes The DebriefDocument
6.3 Rolling Machines
ROLLS TIGHTER
USED BY SOME
MAJORITY OF OLDER RESONDENTS -TRIED
DIFFICULT TO SMOKE - TOO COMPACT
6.4 Product Combinations
KNOWLEDGE OF DUTY FREE
VENDING MACHINES 4
EXPECTATION OF GREEN TYPES
NOT NECESSARILY RIZLA
MAJORITY OVERWHELMINGLY +VE
INCLUSION OF PERFORATED PAPERS u MAJORITY +VE u
MIN -VE TO PRODUCT COMBINATION RATIONALE
* T/N LEVELS
ColquhounAssoc iates JN'98341GC/1 March 1998 Page Vumber 30
DebriefDocument Qualitative Research into R}-O Habits and Attitudes The
V CONCLUSIONS AND RECOMMENDATIONS
TAR/ NICOTINE
MAJORITY OF RESPONDENTS SHOW GENERAL CURRENT
DISINTEREST IN T/N LEVELS IN ROLLING TOBACCO
MINIMAL KNOWLEDGE OF T/N LEVELS
MAJORITY SURPRISED AT PERCEIVED LOW T/N LEVELS
OVERALL
IMPACT ON THE OLD HOLBORN BRAND IS MINIMAL
`-> SURPRISE AT SIMILAR TAR CONTENT IN
GOLDEN VIRGINIA
`-~ NO PERCEIVED EFFECT ON KNOWING T/N LEVELS
%-O,-UNLIKELY TO COMPARE WITH OTHER BRANDS
"-*MANY PLEASED AT LOWER T/N LEVELS
REDUCTION OF T/N LEVELS WHICH IMPACT ON TASTE AND
STENGTH ARE REJECTED
Colquhoun Associates JX983-1/GG'March 1998 Page Number 3 1
Oualitative Research into RYO Habits and Attitudes The DebriefDocument
TAR NICOTINE MATRIX
CONSIDERABLE CONFUSION AND LACK OF UNDERSTANDING
LACK OF CLARITY
CONFUSION OVER - GERMAN/UK PAPER
RELEVANCE TO 5 .2 AND 7 .2
REQUEST CLEARER UNDERSTANDING
y GERMAN - X BRAND
%--,-UK - Y BRAND
0 THE CURRENT T/N MATRIX REQUIRES ADDITIONAL REFERENCE
AND RELEVANCE TO UK SMOKERS
OLD HOLBORN
DIAMETER OF TUBE 5 .2MM 7 .2MM
(STANDARD CIGARETTE DIAMETER) PAPER TYPE (UK AVERAGE)
UK PAPER 24MG/X (MEDIUM) I3 MG/X
GEILMAN 20MG'X PERFORATED) IOMG'X
NOTE : PAPER POROSITY(THICKNESS) EFFECTS IN LEVELS
T'N LEVELS WILL BE INFLUENCED BY X,Y.Z
Number 3 2 C'olgaihozrn :-associates J.'\'9834iGC/_llarch 1998 Page
The Debrief Document Qualitative Research into R10 Habits and Attitudes
NEW LOW TAR PROPOSITION
NOT CURRENTLY APPEALING
PERCEIVED TO RELFECT LOW TASTE AND STRENGTH
NOT APPEALING TO VETERAN/EXPERIENCED RYO SMOKER
`~ POSSIBLY TO NEW RYO SMOKER
MINORITY CURIOUS - PERCEPTION OF LACK OF CURRENT CHOICE
BIRDS EYE STEM
REJECTED OVERWHELMINGLY BY THE MAJORITY OF
OLD HOLBORN LOYALISTS - REPRESENTS ;
y CHEAP TOBACCO - NOT QUALITY
PERCEIVED EFFECT ON TASTE OF OLD HOLBORN TOBACCO
LOYALISTS WOULD SWITCH BRANDS IF INCLUDED
ATTRACTIVENESS TO OTHER BRAND USERS MINIMAL
Page Number 33 Colquhoun Associates J.\-98341GGalarch 1998
Oualitative Research into R YO Habits and Attitudes The Debrief Document
MOISTURE LEVELS
SOME UNDERSTANDING
MINORITY UNDERSTAND FOREIGN MOISTURE LEVELS
PREFERENCE UK MOISTURE LEVELS
'-*-ROLLING EASIER
`-*-SMOOTHER. BURN
`FRESHER
O MAJORITY OF OLD HOLBORN LOYALISTS ENJOY
CURRENT MOISTURE CONTENT IN THE TOBACCO -
ANY CHANGE WOULD BE IDENTIFIED AS POTENTIALLY
CHANGING THE QUALITY OF THE ROLLING TOBACCO
AND IS CONSIDERED -VE
Colphoun Associates JN983-11GC/alarch 1998 Page Number 3 4
The Debrief Document Qualitative Research into RYO Habits and Attitudes
PACKAGING
PACK SHAPE
STANDARD OLD HOLBORN PACK ACCEPTABLE
MAJORITY PERCEIVED DRUM PACK AS CHEAPER
SOME YOUNGER OLD HOLBORN LOYALISTS
WERE ATTRACTED TO THE STYLE OF THE PACK
PACK FEEL
MINORITY IDENTIFIED THE DIFFERENCE BETWEEN
THE OLD HOLBORN PACK AND THE GOLDEN
VIRGINIA PACK
LOYALISTS NO SPECIFIC PREFERENCE FROM OLD HOLBORN
GOLDEN VIRGINIA LOYALISTS WERE MORE INCLINED
TO SUPPORT THEIR PACK
MAJORITY CONSIDERED THE DRUM/SAMSON
PACK TO FEEL CHEAPER AND LESS ROBUST THAN
OLD HOLBORN OR GOLDEN VIRGINIA PACKS
Page :Vumber 35 Colquhoun Associates J.\'98341GClMArch 1998
Qualitative Research into RYO Habits and Attitudes The DebriefDocument
OLD HOLBORN SEAL
MAJORITY PERCEIVED OLD HOLBORN SEAL WOULD KEEP
TOBACCO FRESHER THAN ANY OTHER TYPE OF SEAL
MANY OLD HOLBORN LOYALISTS ENJOY RITUAL OF
OPENING SEAL
CELLOPHANE PROPOSITION
LOYALISTS WOULD BE SUSPICIOUS OF A CHANGE
QUALITY OF TOBACCO FRESHNESS WOULD HAVE TO
REMAIN AT CURRENT STANDARDS
'-*ANY PERCEIVED REDUCTION IN FRESHNESS
WOULD PRODUCE A -VE RESPONSE
THIS PROPOSITION IS PERCEIVED AS "TAKING AWAY" AND
SHOULD BE RUN CONCURRENTLY WITH A "BENEFIT"
y "FREE PAPERS"
Colquhoun Associates JN983-1/GCllVarch 1998 Page Number 3 6
Qualitative Research into R YO Habits and Attitudes The DebriefDocument
DOUBLE WRAP
DISTINCT ADVANTAGES ;
'-0-FRESHNESS
`ROLLING
`SPILLAGE
PERCEIVED AS A MAJOR +VE BY MAJORITY AND SHOULD REMAIN
EXTERNAL SEAL
IMPROVED ADHESIVE QUALITY MAY BE VIEWED AS A "BENEFIT"
PAPERS/PRODUCT COMBINATION
NO UNDERSTANDING OF POROSITY EFFECT OF PAPERS
ON T/N LEVELS
MAJORITY - POSITIVE
PERFORATED PAPERS - +VE
Colquhoun Associates JN9834/GC/March 1998 Page Number 3 7.
Qualitative Research into RY0 Habits andAttitudes The DebriefDocument
FILTERS
USED BY ONLY A FEW RESPONDENTS :
REJECTED
REQUIRES LARGE TUBE
`-> FILTER CAN FALL OUT
'-*MORE EXPENSE
FREE FILTERS WOULD NOT BE CONSIDERED A "BENEFIT"
ROLLING MACHINES
USED BY SOME
DISADVANTAGE
`CIGARETTE TOO THICK
'11-PACKED TOO TIGHTLY
Colquhoun Associates JX9834/GC,:llarch 1998 Page Number 38
Qualitative Research into R FO Habits and Attitudes The Debrief Document
DRUM/SAMSON CONTINENTAL PROPOSITIONS
DRUM *MAIN ATTRACTION = PRICE
INCREASE IN MOISTURE LEVELS / SAME PRICE = REJECTED
EXCLUSION OF BES/ SAME PRICE = POSSIBLE
BUT
EXCLUSION OF BES/INCREASED MOISTURE LEVEL/SAME PRICE = YES
MAIN BARRIER FOR MAJORITY IN CHOOSING DRUM IS BES
DRUM IS ATTRACTIVE TO OLD HOLBORN LOYALISTS
YOUNGER LOYALISTS PERCEIVE AN INTEREST IN
THE STYLE AND IMAGE OF THE PACK
CURRENTLY DRUM IS NOT APPEALING
yBES
'--*DRY
`PACK - NO DOUBLE WRAP
Colquhoun Associates JN9834/GC/.March 1998 Page Number 39
Oualitative Research into RYO Habits andAttitudes The DebriefDocument
SUMMARY
CURRENTLY, TAR NICOTINE LEVELS ARE NOT AN ISSUE
WHICH RYO SMOKERS CONSIDER RELEVANT - NO NEGATIVE
EFFECTS ON OLD HOLBORN BRAND
*CURRENT MATRIX FORMAT LACKS CLARITY AND RELEVANCE
TO THE CONSUMER - MAJORITY DISINTERESTED
*INCLUSION OF BIRDS EYE STEM WILL HAVE A CONSIDERABLE
NEGATIVE EFFECT ON OLD HOLBORN BRAND LOYALISTS AS
WOULD ANY SIGNIFICANT CHANGE IN CURRENT MOISTURE LEVELS
IN THE TOBACCO
THE ATTRIBUTES OF THE CURRENT OLD HOLBORN PACK
(DOUBLE WRAP, COMPACT SHAPE ARE APPRECIATED BY A
SIZEABLE MAJORITY
Colquhoun Associates JN98341GCl.ttarch 1998 Page .`'umber 40
Qualitative Research into R}'O Habits and Attitudes The DebriefDocument
THE CURRENT PACK SEAL IS PERCEIVED AS BEING AN EFFECTIVE
METHOD OF KEEPING THE TOBACCO FRESH - ANY NEW METHOD OF
SEAL SHOULD BE SEEN AS COMPARABLE OR AN IMPROVEMENT-
ADDITIONAL "BENEFITS" WOULD IMPROVE ACCEPTABILITY ;
"GREATER FRESHNESS" - CELLOPHANE
`-> "FREE PAPERS" - CONTAINED IN CELLOPHANE
`~ "SILICONE STRIP" - INSIDE PACK TO INCREASE LONG
TERM FRESHNESS
%-0.44 SELL BY DATE"
A CHANGE IN THE EXCLUSION OF BES FROM DRUM/SAMSON CONTINENTAL
BRANDS WOULD ATTRACT OLD HOLBORN LOYALISTS
A CHANGE IN MOISTURE LEVELS IN DRUM/SAMSON WOULD NOT ATTRACT
A SIZEABLE RESPONSE FROM OLD HOLBORN LOYALISTS
A CHANGE IN THE EXCLUSION OF BES AND AN INCREASE IN MOISTURE LEVEL
COULD ATTRACT CONSIDERABLE INTEREST FROM OLD HOLBORN LOYALISTS
DEPENDING ON ;
`--PRICE DIFFERENCE
`-AVAILABILITY
`-TASTE
Colquhoun Associates JN98341GC-''1larch 1998 Page Number 41
C.\ FIEED\I (ARK 82 Surbiton Hill Park Surbiton Surre\ KT5 8ER Tel 0 181 399 _141 Fay 0181 399 7159 Mb: 0850 2'%137
QUESTIONNAIRE FOR GROUPS 1-7
: TRI JOB NO : 9834 RECRUITER'S NAME : JOB NAME
in this area. Q1 . Hello, my name is ...... and we are conducting a market research survey would like to recruit a group discussion and Please let me reassure you that this is not a selling exercise in any way. We participating? (YES/NO) are prepared to pay for your time and trouble, are you interested in
Could I just ask you a few questions first, to check your eligibility? you or any member of your family or are looking for people who work in particular industries or occupations. Do We occupations or companies. close friends work, or have worked in the past 5 years, in any of the following ...... 1 ADVERTISING ......
...... 2 MARKET RESEARCH ......
...... 3 JOURNALISM ......
...... 4 PUBLIC RELATIONS ......
...... 5 maRKETING ......
...... 6 S.-ALES PROMOTION ...... CIGARETTE/TOBACCO/CIGAR MANUFACTURE, DISTRIBUTION OR RETAIL
FAMILY OR CLOSE FRIENDS SHOULD WORK IN NO RESPONDENT NOR ANY MEMBER OF THEIR ANY OF THE ABOVE OCCUPATIONS OR COMPANIES
IF "YES" TO ANY OF THE ABOVE - CLOSE INTERVIEW
Q2. Do you yourself, regularly buy and smoke any of the following? . CIGARETTES ...... 1 PACKETED SEE INSTRUCTION ...... 2 CIGARS ......
...... 3 GO TO Q3 ROLLING/PIPE TOBACCO ......
...... 4 CLOSE NONE OF THESE ......
RECRUITER INSTRUCTION: RESPONDENTS MAY RING ANY CODE 1-3 BUT ALL MUST RING CODE 3
Q3. Which of the follovti ing do you consider yourself to be?
.A ROLL YOUR OWN SMOKER ...... I GO TO Q4
A ROLL YOUR OWN SMOKER, WHO ALSO SMOKES CIGARETTES ...... 2 GO TO Q4
.A CIGARETTE SMOKER, WHO SOMETIMES SMOKES ROLLING TOBACCO . . . . 3 CLOSE
RECRUITER INSTRUCTION:
ALL RESPONDENTS MUS1 RING CODE I OR CODE 2
Q3. How long have you been smoking rolling/pipe tobacco? FOR LESS THAN ONE YEAR ...... 1 CLOSE FOR BETWEEN I AND TWO YEARS ...... 2
FOR MORE THAN TWO YEARS ...... 3 SEE INSTRUCTION
RECRUITER INSTRUCTION : ALL RESPONDENTS MUST CODE 3
Q5. You say you smoke rolling tobacco, could I just check which brand do you buy and smoke yourself most often?
PIPE/ROLLING TOBACCO
GOLDEN VIRGINIA ...... I SEE INST RUCTION
OLD HOLBORN ...... 2 SEE INSTRUCTION
SAMSON ...... 3 SEE INSTRUCTION
AIMBER LEAF ......
CUTTERS CHOICE ...... 5 CLOSE
SWAN ...... 6
DRUM ...... 7 SEE INSTRUCTION
DUMA ...... 8 CLOSE
OTHER ...... 9 CLOSE
SEE NEXT PAGE FOR RECRUITER INSTRUCTIONS
RECRUITER INSTRUCTION:
Groups 1, 2 AND 3 - OLD HOLBORN GROUPS
ALL RESPONDENTS MUST RING CODE 2 - GO TO Q 6
Groups -1 AND 5 - DRUM/SAMSON MIXED_ GROUPS TO EACH GROUP MUST RING 50% OF RESPONDENTS TO EACH GROUP MUST RING CODE 3 AND 50% CODE 7 - GO TO Q 6
IMPORTANT NOTE ON DRUM/SAMSON GROUPS DRUM. WE WANT PLEASE NOTE DUMA (CODE 8) IS NOT DRUM - IT IS THE ENGLISH VERSION OF CONTINENT. SIMILARLY RESPONDENTS WHO SMOKE DRUM, WHICH IS A BRAND FROM THE SMOKERS, WE WANT PEOPLE WHO SMOKE SAMSON BROUGHT IN FROM THE WITH SAMSON WHICH IS CONTINENT, SOMETIMES KNOWN AS SAMSON CONTINENTAL, NOT THE SAMSON MANUFACTURED IN THE UK Groups 6 & 7 - GOLDEN VIRGINIA GROUPS
ALL RESPONDENTS MUST RING CODE 1 - GO TO Q6
I ask you about ho-,%- Q6. You say you smoke XXXXX (name preferred brand) rolling tobacco nowadays, could many grams of this tobacco do you smoke a week? 1 CLOSE LESS THAN ONE SMALL POUCH AWEEK (ie. < 12.5g) ......
SEE IINSTRUCTION 12.5g OR MORE PER WEEK...... 2
RECRUITER INSTRUCTION:
ALL RESPONDENTS MUST RING CODE 2 GO TO Q7 .
Q7. How long have you been smoking XXXXX (name preferred brand)?
LESS THAN ONE YEAR ...... I CLOSE
ONE AND TWO YEARS ...... 2 SEE CLASSIFICATION BETWEEN SECTION AND RECRLIT ACCORDING TO QUOTA FOR MORE THAN TWO YEARS ......
CLASSIFIC ATION SECTION
balance by answering these final We need to speak to a cross section of the general public. Please help us to ensure we get an even few questions.
Have you ever attended a market research group before?
YES ...... A - Ask question 2 NO ...... B - Ask question 4
Q2. When did you last attend a market research group discussion?
WRITE IN ever have attended a If discussion attended in the last l'_ months, CLOSE INTERVIEW. No more than 3 respondents should discussion before in anyone group. If a respondent has attended a group discussion before -ASK Q3.
Q3. What was the subject of that discussion? WRITE IN cigarettes, cigars or tobacco. DO NOT RECRUIT IF ATTENDED A DISCUSSION ON THE SAME OR SIMILAR SUBJECT ea.
Q4. What age were you last birt5day?
Q5. How many children do you have living at home, if any, and what are their ages?
NUMBER OF CHILDREN AGES
Q6. What is your current workitrg marital status?
WORKING FULL TIME A SINGLE A B WORKING PART TIME B MARRIEDCORABITING C NON WORKING (not claiming benefit) C DIVORCEDiSEPARATED RETIRED D WIDOWED D UNEMPLOYED (claiming benefit) E STUDENT F STUDENTS OR UNEMPLOYED NO MORE THAN 4 RESPONDENTS IN EACH GROUP WHO ARE EITHER (CLAIMING BENEFIT).
Q7. What is the occupation of the main salary/wage eamer (HOH) in your household?
OCCUPATION: _ JOB TITLE/SOCIAL CLASS:
INTERVIEWER DECLARATION: A RELATIVE OR THIS INTERVIEW WAS CONDUCTED FACE TO FACE WITH THE RESPONDENT WHO IS NOT FRIEND OF MINE.
INTERVIEWER'S SIGNATURE DATE:
Respondent's Name: ...... -......
Respondent's Address:
. .. Contact Telephone Number: ......
DRAFT DISCUSSION GUIDE JN 9834/ TRI Draft I (25.02.98)
1 . Background (5')
Rules for the group . . . tape recorders, note takers, observers . . . code of confidentiality . . . working together, not to shout each other down, everyone to participate
2. The Status Quo (5')
Respondents to introduce each other covering names, lifestyle. memorable event etc
Moderator to check recruitment criteria probing briefly;
Smoking behaviour including; Brand loyalty, (check repertoire)
3. Smoking History (lo')
Individual respondents to comment on their smoking history and arrival at the current preferred brand. Moderator to prompt on thefollowing issues ifnot raised spontaneously;
Price Taste Strength Image/style . . . Tobacco quality - ease of rolling, freshness, burning Pouch, tins, filters, papers Alternative brands (incl foreign)
4. Current Issues (5')
Moderator to discuss issues concerning rolling tobacco identified by the group
Moderator to record onfip chartfor later referral (esp moisture levels, packaging. tobacco quality, health (tar and nicotine)
5. Tobacco Characteristics (15')
Moderator to explore characteristics ofrolling tobacco(including Birds Eye Stem (BES) and moisture levels)
Market Mapping to be used to identify specific examples ;
Reasons for choosing tobacco over cigarettes/cigars/pipe . . . Brands - characteristics, qualities, USPs Tobacco types - mellow. strong, fine cut, etc. '- what defines the tobacco (process -whole leaf) '- recall/ experience of Birds Eye Stem (BES) associations with BES- quality, appearance, physical '- implications for own brand through inclusion/ exclusion Tobacco (physical) - dry, moist Smell (impact), flavour, taste - importance, appeal . . .Moisture - understanding, relevance (foreign/UK) '-what is moisture level '-how does it effect the tobacco - smell, freshness, '-what are the implications of changing moisture content in the tobacco '-would they want to see it increased/decreased in their preferred brand
6. Papers (10')
" What type of papers do respondents use " Knowledge of paper types (incl foreign) " How do they roll - devices, by hand " Paper weight - relevance, importance " Diameter, length, shape - cylindrical, conical, void, other " Firmness, packing, - amount of tobacco used " How do respondents choose the right combination of tobacco and papers " Filters
Product combinations
" Free papers (filters) with packs . . . attraction/appeal recall - similar promotions expectations ( type, quality, quantity) . . . what is the manufacturer trying to do?
Pggh ZiM(15 ')
consider attributes ofpackaging which they, Respondents to list in importance the main important;
spontaneously; Probe the following if not raised
" Size. quality (feel) " Seal, (freshness) " Cellophane
Golden Virginia and Drum packs 1,loderator to show Old Holborn, issues; Respondents asked to comment on the following
" Seal types - +ves/-ves . . . effect on tobacco - freshness likes/dislikes . . . brand USPs
" Pack (physical) feel, quality size, shape image, style
Moderator to introduce Old Holborn pack
" Cellophane . . . +ves/-ves product quality . . . affect on brand image . . . freshness of tobacco other uses (free papers)
8. Tar and Nicotine (20')
Consumption
. . . Amount of rolling tobacco smoked - reasons (economy, health, %.vork/social) . . . Measurement of use - packs, roll ups, price . . . Current kmowledge on tar/nicotine (T/N) levels in rolling tobacco ,--importance 1--relevance `-o-expectations ycorraparison to cigarettes . . . How could future publication affect your perception of brands y attractiveness of a low tar proposition Would resipondents like to see the information on the packs . . . How woubd they like to see it represented . . . What prob4ems may the manufacturer encounter - qualifying, papers, amount
" Matrix
reaction Moderator to show respondents TIN matrix boards and record understanding and overall and individually to the 3 brands
.Moderator to probe thefollowing issues;
. . . Impact - levels of T/N Understanding, clarity . . . How meaningful and informative is the matrix . . . Would respondents naturally compare the levels with cigarettes show do those comparisons make respondents feel How does this information alter respondents perception of the brand
Respondents to comment on TIN matrix board detail;
Impact Paper size - understanding Paper type - understanding, relevance . . . Tar/ Tar and Nicotine - «hich is required most OLD HOLBORN
5.2mm 7.2mm
UK Paper 13mg 24mg
German Paper I Omg 20mg DRUM
5 .2mm 7.2mm
UK Paper I Omg 18mg German Paper 7mg 14mg GOLDEN VIRGINIA
5.2mm 7.2mm
UK Paper 12mg 22mg
German Paper 9mg 18mg GOLDEN VIRGINIA
5.2mm 7.2mm
UK Paper 12mg / 1 .20mg 22mg / 1 .97mg
German Paper 9mg / 0.67mg 18mg / 1 .59mg
PRODUCT BANK
TOBACCO PACKS
OLD HOLBORN OLD HOLBORN STANDARD OLD HOLBORN (CELLOPHANE WRAP)
0 GOLDEN VIRGINIA
11 DRUM
0 SAMSON CONTINENTAL
0 SWAN
PAPERS
RIZLA GREEN
RIZLA ORANGE
RIZLA BLUE
RIZLA WHITE