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• • . - 60NFIDENTIAL PURSUANT ,TO COURT ORDER BROWN & WILLIAMSON PROBLEM LAB DAY: Wednesday SESSION: #7 DATE= April 27, 1977 'i CLIENT: Tom TI~: 1=30 - 3:00 LEADERS: Jon/C~orge SESSION P.A.G. (Problem As Given)= How to better estimate future environment for tobacco industry and B&W growth (Trends. directions, major events rather than numbers) 1. 2. 3. 4. 5. 6, 7. 8. g° 10. 11. 12. 13. 14. 15. How have a cigarette that's cancer free How live w/ growing concern about health issue How get into non-tobacco cigarette products How smoke something that burns and won't hurt" you Wish l.didn't have to predict, hut rather schedule the break- throughs H2 measure intimacy practices Wish we wouldn't have to do same thing l0 years from now How look at ev~lutlon of how people's needs are satisfied (survival of fittest cig.) How chemically develop cig. benefits for state of mind Measure trends in music as a way of detezming what fan's products will be Get people who can foretell the future to work w/ us Wish ~ weren't just An tobaeco/cig, products Look into products non-tobacco, that glwe ~imilar satisfactions Legalization of marijuana Wish I knew the impact of smoking and health propaganda On kids in schools -- future customers' attitudes 023"564

. ~ -2- "~! 16. corrolate imoking incidence between kids and parents 17. Psycho'logical analysis, predictions: who's ping to be kids' hezoes 18. A six months repozt on heroes of beginning age smokers (Do it every six months) HOW measure attitudes of "2rid grade" teachers 20. How measure attitudes of smoking parents towards their children smoking (Ditto for non-smoklng parents) ~ish we hsd ~ "radar" early warning system that trips before major breakthroughs occur 22. Cultural study through time (Smoking just one facet in overall picture) 23. HOW look at history of stimulants (what used before/in place of tobacco) or opposite of stimulants 24. Look at image that children have, later in 20's -- is there a ¢o~relation 25. Look at images of children and images of starting s~king age -- are there certaln characteristics that pre-dlspose a child to Bmoke 26. Is there a pilot lab somewhere that really perceives U.S. behavior patterns SESSION P.A.G. (Probiem As Given): Measure the intensity of the attitudes _. of children or other precursor groups WAys WE MI~{T GO ABOUT GETTING THESE ATTITUDES I. Contact leading firms in e.g.. Gilbert/ Reilley • • 2. Look back at history for underlying trends, e.g., look at fads and see if come up again 3. Contact Sesame Street 4. Get a raft of 15 year olds who are ,ot smoking -- excessive amount Of questions -- go back 3 or 4 years later and see who is smoking \ 023565 terms of children research,

BROWN & WILLIAMSON 1994-96 COLLECTION PHOTOCOPYING VARIANCE FORM THIS FORM WAS PLACED BEFORE BATES ID Q O ~P cOuOt ~ffO U A LITY OE~ I G[aN~:/Lig ht E rint Q 2HolePunch L] Faded/LightStamp O 3 Hole Punch [] Dark Original LJ Throughout Document [] Ogler 17f;c 4 c. 2 ) AT THE TIME OF REPRODUCTION, THE FOLLOWING NOTATIONS WERE MADE: DOCUMENT COPIES ARE IN THE SAME SEQUENCE AS THEY APPEARED IN THE ORIGINAL PAGE NUM~3ER(S) WERE MISSING IN THE ORIGINAL. O Faded Writing LJ Copied as Original Light Writing [] Bleed Through Q Erased Writing Q Smeared / Blurred 0 0 0 [] 0 0 NO DOCUMENTS WERE POUND WITIt~N TI I~. ORIGINALS: OVERLAY ITEM COULD NOT BE REMOVED WITHOUT DAMAGE TO TI4E ORIGINAL NO DOCUMENT COPIES WERE FOUND WITHIN THE ORIGINAL: [] File Folder [] Redropo Expandable File L] Hanging File [] Envelope C] Other (Specify) DOCUMENT COPIES WERE REPRODUCED LN COLOR TO PERMIT CORRECTION INTERPRETATION BATES NUMBER NO1 USED. OTI~ER VARIANCE (Explain)

3. Contact Gerber, S~hwinn, ~tteL ~! 6. FInS a wey to m~eed up lives vLe hypnosil r- tape I0 year ol~s see if bm is mmokin9 7. Run a series ste~tlng at 6. What the t~e~, ~atn correlatior, between ege 6 mnd iS 8, Take pec~le who are e~klng hypnoe~a and find out what like 3, , yemra back .9, ,Look at 13, 14 year olds end images o£ what they wan~ to be 10. Take e 0roop of 6, 10. 14 year olds. Four years later see if car predict. P~edi.ct age 9romp behavior based on previous responses check follow-~p studies o£ ~tete and national 9ovt education on mmokiag Do previous 11 step~ on how much will they smoke 13. Find relationship betw~e~ health Issue~ and health problems ~nd : for~ast eure~ problems 14. Determine why these youn~ people w~e not becoming smokers 15. Mea~re~emt o£ nicotine intake of h~m~n bein~ to get ~i~t~o~shlp on ~elivery SO can txanslate i~to consumption 1~. Study taste threshholds in children to correlate w~th brand prefezen~es an~ pro~ected ideal formulation for tha~ ag~ gzoup 17. - " 1. Study this list - x~zg rank mmst feasible to least. end Of M~ 2. Pick ~wo or three m~$t ~o-able Ind work with thome Tom: by " C%~TUP~%L STUDY OF B~AVIOR/FEEbING F~DI~ING t h' ,T oo ~t 023566 I, Consumption o£ Coca-Cola end c~£fee 2. Liquor industry and tren~ toward l£ght, non-color bnt'r~C2~-.- 3, Lo~k ~or 3 o~ 4 ,o~iolo~i~_~_.,_~_ ~ _. ,_~ .~.:----"-~ ...... ~00'~t~'~

~m t -- 4. 5. 6, 7. 8, 10. 11. 12. 13, 14. Check for cprrelatlon between emotional climate to stimul~n~ used, e.g.," ~ook at emotional climates (climatic} in U.S. re #4 Measure g~owth of "Mormons" Measure attitudes w~thin govt. re smoking. , etc. ~ook at countries that are furthe~ aZong in the ciqarette cycle. e.~., Scandanavian Does the human ~eed A ~rtain ~a~tity of drugs and he ~ets At in some form, Look at smoking habits and places ~h~re they h~ve B monopoly ~pok at stress -- what are the emotional factors at work in various countries See if you can measure the number of smoking opportunities~day Define tonnage intake in terms other th~n cigarettes -- nicotine, tar, etc. Measure the difference in smoking habits in plnces where s~ki~g freedom has been cestricted, e.g., Calif. H/nn. (Same As Pre~ious} 023567