Tobacco Documents Online

nL".1.1a.. i1ti(a 111.:,1.11t~ II i.. (To be filled otit by ltSnrl:ctint; Itc:.c;trclrl Department) 3/7 ~j7~ PROJECT 30 Pack Creative DUCT Thirty Pack TITLE .Focus Groups JOB # 5546/1077 AMOY :scarcl>I Design (N, Cells, 1:1cCtbility, Design, Key Banner Breaks, Alethodology, Cities) Five focus_group sessions to evaluate alternative creative execµtions will be conducted the week of 4/11: The groups will be held among non-menthol filter smokers of 10 or more cigarettes per day between the ages of 21 and 55. I n each groupV approximately three quarters of the respondents will be smokers of 85mm filter cigarettes and one quarter smokers of 100mm filter cigarettes. Smokers of the ultra hi fi brands of Carlton, Now and True 85mm will be screened out. There will be three female groups and two male groups. The first female group wiil experience the product before seeing the creative to obtain their perceptions as possible input for the later groups. The remaining four groups will view the various creative executions first and then given the product to try. In addition various brand names will be discussed in all groups. :y Criteria For Analysis These groups will provide qualitative insights into the creative brand name alterna- tives and overall receptivity to the 30 pack premise and product. c;5 search Limitations This is a qualitative study limited to the Eastern Metro area and, therefore, not projectable to the universe. - 10;o Contingency yes [X'j noJ r - nal Report Inc, ycs QQ noj_] IV ~ ~ . • .. . .J ...r epared by: Mary Anne Kayiatos ".VW"' proved by: ~ ( ~ fI Research Firm Abby Ellison Qualitative Res. Incidence ~ 25% . Length Int. . # Opcn Ends # Banners rkctinC Rescarcli llircctor / ~. Presentation Week to 10 days after groups oduct htana C• 1 1'roduct 'Manal;cr s Final 3 weeks after groups 01842379 st Estimate $7,700 1 JT