Consumer Perception and Behavior studies
Consumer perception studies aim to assess how product design, product information (e.g. labeling, modified risk information) and intended product use is perceived by users and non-users in order to ensure that the product appeals only to the target audience (i.e. existing adult consumers). These studies also investigate the potential effects of the product on public health overall. The study outcomes provide insights into the intention to use (try) the product, intention to quit smoking, perceived risks from the product, comprehension of the product characteristics and so on. Behavior studies aim to understand consumption and use patterns of the products under real-world like conditions.
Consumer perception study in regulatory framework
Consumer perception studies may be performed in the context of specific regulatory frameworks for the RRP*. Some public health authorities, such as the US-FDA, have put in place a framework that enables communication to reduced-exposure and reduced-risk of tobacco products. As a part of this framework, the US-FDA requires the perception studies to the applicant of Modified Risk Tobacco Product Applications (MRTPA) to demonstrate that:
‘Testing of actual consumer perception shows that, as the applicant proposes to label and market the product, consumers will not be misled into believing that the product is or has been demonstrated to be less harmful or presents or has been demonstrated to present less of a risk of disease than one or more other commercially marketed tobacco products’ (US-FDA's draft guidance on MRTPA).
In this section, we introduce some of the consumer perception studies we have performed.
Assessments for product messages
Assuming our product has been approved by the authorities as a product that has been scientifically proven to have a reduced risk potential, we create drafted messages attached to the products, only for the study. After participants read these messages, they are asked about their comprehension and perception of the products with questionnaires.
| Example of messages |
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Claim Research shows that switching completely from cigarettes to electronic cigarettes can reduce the risks of developing tobacco-related diseases such as lung cancer, respiratory and heart disease. |
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Disclaimer - Reduced risk of developing tobacco-related disease does not mean risk free. |
Comprehension
We check whether the messages correctly communicate risks and benefits of the products, including:
- The product’s potential of reducing risks/exposure
- That product is not risk-free
- That nicotine is addictive etc.
Risk perception
We also need to check how risks about the product are perceived. For example, if scientific data shows that risks from RRP* use are rated between smoking and cessation, this relationship should be correctly understood by the readers.
Intention to use product and intention to quit
In addition, we assess intention to use the product by adult smokers and non-smokers.
RRP* is an alternative choice for existing adult smokers, so risk-related claims messages should not attract non-smokers (including youth). In this context, it is important to assess whether various people such as current smokers, non-smokers, and former smokers show desire to use the product, after reading the messages.
Moreover, for smokers who are willing to quit smoking, we check that the messages do not change such willingness.
Link to related studies
JAPANESE ALCOHOL, NICOTINE ＆ DRUG ADDICTION CONFERENCE 2020
JAPANESE ALCOHOL, NICOTINE ＆ DRUG ADDICTION CONFERENCE 2020
JAPANESE ALCOHOL, NICOTINE ＆ DRUG ADDICTION CONFERENCE 2020
JAPANESE ALCOHOL, NICOTINE ＆ DRUG ADDICTION CONFERENCE 2020
What are the consumer behavior assessments?
Given the concept of tobacco harm reduction, our RRP* needs to offer the potential to reduce the health risks of product use and be accepted by many smokers. Therefore, we believe that it is important to confirm user behavior before and after launching the products.
Product use behavior
Product use behavior study investigates how our consumers actually use the product.
This study assesses the patterns of product usage such as number and frequency of usage, combined usage with cigarettes, and for consumers who use the product, by conducting a survey. In addition, it is asked whether the product can be alternative of the cigarettes. Since the behavior may be changed after long-term usage, it is important to monitor patterns of usage in our customers not only before and just after the product is released, but also after the product is put on the market for a long time.