Tobacco Harm Reduction Policy Message Testing
A global tobacco manufacturer — needed to identify the most effective message themes for building public support for policies promoting the switch from combustible cigarettes to heated tobacco products (HTPs). The study explored public attitudes toward tobacco-related policy and tested specific message approaches.
Our Work
- 10 focus groups (6 participants each, 120 min) across Tokyo and Osaka
- Targets: Heated tobacco product (HTP) users and non-tobacco users, selected for interest in social issues and public health topics
- Assessed baseline attitudes toward social issues and HTPs, then presented and evaluated specific policy message themes — measuring understanding, empathy, and credibility before and after exposure
The Outcome
- Skilled moderators successfully elicited candid opinions on a sensitive policy topic, providing a clear picture of public receptivity to harm reduction messaging
- Identified the message angles most likely to resonate — particularly those connecting policy directly to participants’ everyday lives
- Mapped reception differences and commonalities between HTP users and non-users, enabling targeted communication strategies for each segment
- Findings directly informed policy message refinement and strategic direction for client advocacy communications
“Thank you, once again, for your partnership with our recent qualitative research project. I’m sure we will be in touch with an additional project and very much look forward to the opportunity to work with you in the future.”
– Client Voice