Understanding nicotine consumption smokers using multi-step qualitative research
- Using a mixed-method approach to create a holistic, multi-faceted and involving target portrait
- Highlighting the importance of engaging with the target group (U30) target on eye level to understand their perspective on life and looking at them in a differentiating manner instead of jumping on simple explanations often made from an outer perspective
- Applying “SimThinking” to identify different mindsets, engage respondents and achieve higher involvement.
- Showcasing how BAT derived great use of the target portrait internally and why staged videos can be a great way to create compact and involving output that reaches a broader audience beyond the market research context.