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.

Location: Main Room Date: May 15, 2019 Time: 1:30 pm - 2:00 pm Annette Billen, British American Tobacco GmbH Alexandra von Cukrowicz, Kantar TNS