Product Design
An Exploratory Study - Menthol Smokers' Perceptions of Irritation From Cigarettes
Abstract
Reports on a exploratory study of menthol smokers' perceptions of 'menthol' versus 'non-menthol' cigarettes. Describes study methods, involving 37 participants interviewed in five focus groups (according to gender, African American, White) and outlines how participants were selected. Comments that menthol smokers predominantly attribute irritation to tobacco not to menthol content; in fact, most participants viewed smoking generally irritating if not done in moderation. Notes that respondents pinpointed irritation as occurring in the throat than in any other part of the body. Discusses participants' perceptions of taste and flavor and irritation and harshness with reference to tobacco blend and menthol content. Requests participant feedback to various concept statements being studied, for example: "This Menthol Cigarette Has The Highest Level of Menthol Taste Possible Without High Irritation," which resulted in a predominantly negative reaction, except for the black male focus group. Gauges responses for possible names of the new brand. Reports that participants were asked to smoke four different cigarette brands (Newport, Salem, Kool, Special Menthol) at the end of the session, noting that "[t]hey were unable to relate a cigarette" to the concepts that had been discussed. States that the Special Menthol cigarette was received as being similar in harshness and strength to Kools, which was received favorably by the African-American male focus group. Includes an appendix, which contains background and demographic information of all the focus group participants, interview schedule, and outline of the group interview proceedings.
Fields
- Hypothesis
- Use of additivesModification of tobacco products through use of additives and measuring effects on dependence, behavior, and toxicity.
- Keyword
- Irritation (Attribute measure)
- Mildness (Attribute measure)
- Focus groups
- Market research
- Menthol smokers
- Taste/flavor
- Mildness (Attribute measure)
- Additive
- Menthol
- Named Organization
- Lorillard Market Research Department
- Lorillard Tobacco Co. (American cigarette manufacturer)
American cigarette manufacturer; makes Kent, MaxSatin, Newport, Old Gold, Style, and True cigarettes.- Shoi Balaban Dickinson Research, Inc.
- Lorillard Tobacco Co. (American cigarette manufacturer)
- Subject
- Menthol (Additives)
- Brand
- Baron
- Benson & Hedges (PM)
- BLUE
- Blue Ice
- BREEZE
- CLEAR
- FEEL
- FREE
- HAWK
- Kool (BW (1933-2003)/RJR (2003-present))
First Menthol cigarette line, released in 1933. Premium priced brand.- LIGHTS
- LIVE
- Marlboro (PM)
- Newport (Lorillard)
- Pall Mall (ATC)
- PLUSH
- REST
- Salem (RJR)
- Saratoga
- Silva Thins
- SPECIAL MENTHOL
- TREAT
- Vantage (RJR)
- VELVET
- Viceroy (bw)
- Virginia Slims (PM)
- Winston (RJR)
- Benson & Hedges (PM)
Document Images
B-117
AN NXQLORATORY STUDY --
MENTHOL SMOKERS' PERCEPTIONS OF
IRRITATION FROM CIGARETTES
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Conducted for
Lorillard
July/August, 1975
shoi bolaban dickinson research, inc. 90o park avenue, new york, new york 10021
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~ TABLE OF CONTENTS
Page
Foreword 1
Research Procedure 2
The Sample 2
Geographic Locale 3
Notes on Reading and Interpreting this Report 4
SUMMARY OF THE FINDINGS AND
THEIR IMPLICATIONS
5
FINDINGS IN DETAIL 9
Smoking Behavior -- General Discussion 10
How Became a Menthol Smoker 10
~ Why they Smoke Menthol 13
Taste of Menthol 15
Perceived Differences Between Brands of Menthol 16
Irritation Related to Cigarettes -- Symptoms 21
Irritation -- Causes 26
Definitions of "Mild" and "Strong" 29
Reaction to the Product Concept Statement 31
Anticipations for the Smoking Experience 34
Reaction to Other Concept Statements 36
Exposure to Possible Names for a New Brand 38
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Smoking Various Cigarettes i A 39
THE APPENDIX A-1
Background Characteristics of Respondents M
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A-2
The Topic Guide
Background Data Sheet
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Foreword
The objectives of this study have been to investigate:
-- menthol smokers' perceptions of irritation, as well
as their perceptions of its absence
-- how consumers describe "irritation"
-- anticipations about a cigarette designed to avoid/
diminish irritation
-- reaction to a specific product concept statement claim-
ing delivery of low irritation in conjunction with a
high level of menthol
-- reaction to various ways to communicate the absence of
irritation
the extent to which a cigarette offering low irritation
appears to differ, from the consumers' point of view,
from their current brand
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-- reaction to various test cigarettes in the context of the
presence/absence of irritation.
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2
Research Procedure
The group discussion method was the technique used in this
study. Five group sessions were conducted.
The group leader for the three groups conducted with white
respondents was Dr. Shoi Balaban Dickinson. The group leader
for the two sessions conducted with black respondents was
Mr. Herb Reddick.
A copy of the topic guide used by the group leader to conduct
these sessions may be found in the Appendix to this report.
Each session lasted two hours and was tape recorded. Tape
records have been delivered to the Lorillard Market Research
Department.
A variety of concept statements and prototypes of test cigar-
ettes and existing brands was used as research stimuli in
the sessions. Copies of the concept statements and detailing
of the use of prototypes appear in each section of the report
to which they apply.
The Sample
A total of 37 respondents participated in the five group ses-
sions. Some background characteristics of these respondents
may be found in the Appendix section.
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Respondents were screened via telephone interview to meet the -b
following requirements for participation in the study: ~'
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-- all respondents to be smokers of any brand of menthol O
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cigarettes
-- all respondents to have been smoking their "own brand" for
at least one month
-- all respondents to smoke at least half a pack of cigarettes
per day
years of age) were structured in
such a way that one half
of each group would be full-time working women, and one
half housewives.
-- the two female groups (with respondents who were under 35
Three sub-samples were incorporated in the total of five
groups. They were:
-- two groups of male smokers of menthol cigarettes, under 35
years of age; one group with white respondents and one
group with black respondents
-- two groups of female smokers of menthol cigarettes, under
35 years of age; one group with white respondents and one
group with black respondents
-- one group with female smokers of menthol cigarettes, aged
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over 35 years; white respondents. ~
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Geographic Locale
All sessions were conducted in a one-way mirror facility in
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Indianapolis, Indiana.
Notes on Reading and Interpreting this Report
The sample for this study was adequate only for the purposes
of exploratory research. It is in no way presented as pro-
jectable to all smokers who would meet the requirements for
participation in this study.
The reader is cautioned to be aware that the information pre-
sented in this report is actually based upon only two groups
of respondents for two of the sub-samples and a single group
of respondents for the third sub-sample. Further, two sub-
samples, consisting of two groups each, were divided between
black and white respondents. Essentially, one is dealing
with information from only a single group of a specific
type of respondent, which calls for particular care against
assuming that a single group is representative of that type
of smoker.
In spite of the foregoing cautionary note on interpretation,
it is pointed out that the inquiry was purposely fragmented,
in terms of the recruitment of the various types of respond-
ents, because it was meant to represent research at the most
exploratory level.
Verbatim comments have been incorporated in this report to
convey to the reader the tenor of the response.
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SUMMARY OF THE FINDINGS AND
THEIR IMPLICATIONS
The findings of this study are shown in brief form on
the following pages. This is designed for quick read-
ing of the results of the research. More detailed
data will be found in the section entitled "Findings
in Detail."
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1
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-- Menthol smokers attribute irritation to the tobacco con-
tent in a cigarette. They do not attribute it to the men-
thol content of the cigarette.
These respondents indicate that they view any cigarette as
potentially irritating if one smokes more than usual.
There is much evidence from these groups, as well as from
earlier research, that "smoking more than usual" is quite
a common experience.
-- Because all cigarettes are viewed as potentially irritat-
ing, talking about the absence of irritation is not credi-
ble.
-- These respondents identified irritation as occurring in
the throat more often than they related it to any other
part of the body.
-- The terms "strong" and "harsh" seem to be synonomous to
these menthol smokers. When respondents use these terms,
they are referring to the tobacco content of the cigar-
ette, and they say that strong or harsh tobacco results in
irritation.
-- There are probably some menthol smokers who would like a
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higher level of menthol in their cigarette. However, if IPA
it is stated that way, it has negative connotations to th (+4
menthol smoker because it sounds like "too much" menthol.k~h
Instead, speaking of "coolest" or "a high degree of cool-
ness" appears to be better received because it does not in-
duce the same anticipations, for most, of a cigarette con-
taining "too much" menthol.
The group of black males who participated in this study
expressed interest in a higher level of menthol. All but
one man in the group were Kool smokers. Their discussion
of the Kool brand indicates that the Kool brand has
emo-
tional and racial significance and overtones to them. For
this reason, merely offering a physical change in a cigar-
ette to this group would hardly seem to guarantee that it
would have appeal.
-- To the menthol smokers, "cool" is both a sensation and a
taste. Because some menthol smokers are seeking a particu-
lar taste and some are seeking a particular sensation, the
term "cool" is probably better left unspecified as
a taste or a sensation.
either
Tobacco is consistently named as the culprit related to
whatever harshness or irritation that may be experienced.
,
This occurred throughout the discussions
and in the context
of a variety of aspects of discussion.
-- These menthol smokers often consider their own brand of
cigarettes to be what would they identify as the "perfect"
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menthol cigarette. They say the perfect menthol cigarette ~
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would be the "right" or "perfect" balance between menthol W
and tobacco. ~
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-- Overall, menthol smokers appear to be a prime target for a
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low-irritation story because they seem to be very conscious
of irritation. It is highly identifiable by them, and they
already view menthol cigarettes as the best route to di-
minish irritation. Therefore, they would not have to be
"sold" on the idea that a menthol cigarette and diminished
irritation are compatible.
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