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1 viii. concentration o£ the r espondents attention on the perceived differences between the two cigarettes. discussion of the known differences between the two cigarettes as specified by Taste and Flavour evaluation. e C) uantitative Study Following the results o£ the qualitative study two double-rnonadic placement tests would be conducted o£: control cigarette versus test cigarette I control cigarette versus test cigarette II In each case respondents would be given 40 cigarettes of one blend at the first call and be asked to smoke only these cigarettes over the next 2/3 days. At the end of this period they would be interviewed on their opinions o£ these cigarettes before 40 cigarettes of the other blend was placed with them. At the third call Z/3 days later respondents would be interviewed on their opinions of the second cigarette and would also be asked to compare the two cigarettes. Strict control would be maintained to ensure that each cigarette was placed first an equal number o£ times. The detail o£ the interviews would be dependent on the results o£ the qualitative study but the questionnaire might be expected to cover: open-ended likes and dislikes; CD CD ,,,O BATCo document for Legal Services • Health Canada 20 May 1999

5. rating on descriptive scales of those T attributes established as being important in the qualitative study e.g. strength / rnildne s s satisfaction hot/cool flavour harsh/smoothness etc - like/dislike rating; specific differences noticed between the two cigarettes and the importance of these differences; - overall preference and reasons for preference. C~ C~ C~ ~0 BATCo document for Legal Services • Health Canada 20 May 1999

• 6. THE SAMPLE The sample would consist of male and female regular and occasional smokers of Embassy i%. S. F.T. They would be contacted by interviewers going door-to-door following a strict random route sampling procedure. On the placement tests matching of the two samples would be ensured through systematic rotation of the order of placing the cigarettes. Sample sizes are anticipated to be: 20 qualitative interviews. 200 control versus test I. 200 control versus test ~/. Alternative costs are given later for placements in: London conurbation only. London plus two other conurbations. Allowance is also made for either all or 50% of the qualitative interviews to be conducted by G W Flude. C C -,,j x,O BATCo document for Legal Services • Health Canada 20 May 1999

7, TIMING The qualitative work would take 4 weeks from the start of fleldwork to the report. The report on the placement tests would be available 6 weeks from the start of fieldwork. COST Costs, excludLug 10% VAT, would be: Z0 Qualitative interviews by G W Flude (10byGWF; 10by supervisor £400). £5OO 2x200 sample placement tests: London only London plus 2 conurbations £ I, 900 £ 2, 150 D C C C BATCo document for Legal Services • Health Canada 20 May 1999

J J 2331 PROJECT KEW October 1973 I OUTLINE OBJECTIVES AND SAMPLE The aim of this research is to investigate the vocabulary of consumer appraisal in respect of various cigarette blends with a view to relating it to data collected by a Taste and Flavour panel. This panel consists of a number of trained judges who evaluate cigarette blends in terms of 14 scientifically based characteristics centred on irritant/impact factors and flavour. The current research is restricted to the irritant/impact dimension. The successful fulfilment of the objective depends significantly on the extent to which consumers are able to verbalise and articulate the criteria by which they evaluate cigarette blends. This in turn depends on the relationship built up between interviewer and respondent. The attached interviewer guide should be regarded as a rough outline of the sort of information you might well get from respondents when they talk subjectively about c~garettes. In any one interview, all the concepts might not be mentioned and this in itself would tell us something about the way in which consumers regard particular smoking characteristics. Consumers should be encouraged wherever possible to put forward their own conceptual structures which they use (either consciously or unconsciously) to evaluate cigarette blends. Some respondents will inevitably be more able to express themselves than others. Greater patience and more effort will be required in interviews with those respondents who find it difficult to , verbalise. It is so easy for an interview with such a person to degenerate into a string of one sentence questions and answers. Under no circumstances should you prompt the respondents with words such as satisfaction or strength etc but you should find out --- O from them what they think the important characteristics of cigarettes ,~ are, how important they are relative to other characteristics, to wha~D --4 BATCo document for Legal Services • Health Canada 20 May 1999

o extent they are present in the control and test blends etc. The important question of comparison between the two types of cigarette in the test is in the description of each no__~t in which is preferred. Sample The procedure is that two packets of twenty cigarettes (one control and one test) will be left with the respondent two days before the interview. Half the sample will receive 20 Control cigarettes and 20 Test Blend 1 (high intensity of impact) and the other half will receive 20 Control cigarettes and 20 Test Blend 2 (high level of irritation). The packs will be unmarked except for a neutral code number. Half the sample should be asked to smoke the control cigarettes first and half the test blend and it should be made clear by the interviewer at the placement that the informant should try to smoke only the test cigarettes for the two days between placement and interview. The sample consists of a total of 18 regular or occasional smokers of Embassy Filter Tip Cigarettes who smoke no more than 20 cigarettes per day. The sample is subject to the following quota controls. CIGARETTES SOCIAL CLASS SEX AGE Total 18 Depth Interviews J to receive 20 control cigs. & 20 Test Blend 1 to be in social classes ABC 1 C2 DE This group should include : 5men and 4 women This group should include : 4 under 30 5 over 30 to receive 20 control cigs & 20 Test Blend 2 4 5 to be in social classes ABCI C2DE This group should include: 5 men and 4 women This group should include: 5under 30 4over 30 C C C CO BATCo document for Legal Services • Health Canada 20 May 1999

J 2331 October 1973 MIL RESEARCH LIMITED 1 & 2 Berners Street London W.I. PROJECT KEW DEPTH INTERVIEW GUIDE l. . Commence the interview with an openended question to all informants "Now what did you think of them?" In this way, it is hoped that those aspects of the cigarettes which are important.to each individual respondent will be mentioned at the very beginning. This should provide several leads which can be pursued in greater depth later in the interview. A more detailed description of the characteristics of the test cigarettes should be sought. In addition to describing the two test brands in isolation, there are several other possible approaches which the respondent may find easier. The method to be adopted should be the one which comes most naturally to the respondent. In the event of the respondent finding it difficult to describe the two test brands in isolation then the following alternative approaches may be suggested to him: i. Compare Test Brand 1 with Control 2. Compare Test Brand 1 and Control with Regular Brand 3. Compare Test Brand 1 and Control with known "strong" or "mild" brands. If the respondent has concluded his descriptions of the t test cigarettes without making any comparisons then . the interviewer should find out whether the respondent thinks they differ and if so in what respect. The respondent should be asked to describe any differences and the extent of these differences. <ZD c~ ~D BATCo document for Legal Services • Health Canada 20 May 1999

o It is important that respondents are encouraged to describe the characteristics of the cigarettes in their own words. The role of the interviewer in this instance should be to explore in detail the vocabulary that is used to express their responses on these and other criteria they themselves see as being relevant to the evaluation of a cigarette blend. . . Depending on the methods adopted by the respondent at 2 above, the interviewer should try to establish why that particular approach was adopted and whether or not it facilitated their evaluative process and if so in what way. For example consumer's responses may have a consistent basis - use of reference points such as regular brand or known strong or mild brands used - or they may be unrelated to one another. If not already mentioned, the subject of the tar and n~cotine content of cigarette smoke should be approached. Important points to cover are the extent to which respondents are aware of T & N content and the extent to which they can detect it during smoking - both in terms of their regular brand and the two test blends. Find out how important T & N content is to the evaluation of a cigarette and how the respondent would describe perceived differences. . Encourage the respondent to talk about the physical aspects of smoking - how cigarette smoke feels in the mouth, throat and nose and ascertain the importance of the part played by these •physiologicalfactors in the evaluation of the test blends. Particular attention should agai~ be paid to the means of expression used by the respondent. BATCo document for Legal Services • Health Canada 20 May 1999 O O O CO C~

% . Assess the extent to which differences in flavour are appreciated between the two test blends paying particular attention to how the respondent evaluates these differences and the words used to describe them. BATCo document for Legal Services • Health Canada 20 May 1999 C~ O O C3 C~ O

i ~ROJEC" " ' PR, O~-~SALS FOR CGI3PW.ER P.ESF-~C'~ .... . . o . ~ . ,.-....~ .... ~ ..... o.._ .... -. • , J ,.~.'. " :- "--:':e,:.n cicarettes which are kuc'.'.,~ to have ;i~--~,-:- ~ ' "" - " s...o.:~::..: c.leracteristie3 ~s dei'ir_cd %Y a subzidiery level, to e:.'.ami::.e the voc~.bul-"zZj ,.'.sod b7 consumers in dcscrihi.-.~ such differences, esDeciel!y • " ~'- dimen-~o~n "a~cd in Teste & Flavour it. 2e!~t?.o:~. to u~.e ........ nnne! assess:tents. e To undertPke P.D.L. Routine Brand ~nalysis of cigarettes differentiated in this w~v in order to ~rovide an ob~o~+~,~. ~.~,.---,. measure of ~.,~h~---~ ~iffere~ce~. B.~C;,, ~_,-0"[.., ,,-'D From time to time, instance~ have arisen in :.,hJch Ta--t~_ and F3 avour :e.zults h~ve ngt "-o~ in the di::-ectJ.or_ tkr:. • , . . i n~n5 ;_a,., ~.ee.~ ¢:~ected on ~-~',, b usi~ o~ c~;id~nn~ frov on :~hich t-:-, co,,..... ...... ~.., re;.c~-..o~n -.:hJc':: .-J.~--::t ":z-;:. " ...... ar.tie:,~ntec_..:- ".,.3end "~..,s~_!..-~ - on ~_, .~a-;-:.~ 0:" _,.. . .." ,hen,s _~.~',ve no% ; ~, borne oit. "= ..... ,,..~.~ ~.,-,ee ATpen: ~'" .). q RlO000[ BATCo document for Legal Services • Health Canada 20 May 1999