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Aftertaste Technology Q_ualitative Resear .h fMDD # 86-31228) Back2 round: Consumer research has identified aftertaste as a key problem that smokers have with the taste of smoking. R&D has three different technologies under development for providing a cigarette with a pleasant aftertaste. These are : A new filter technology (Celanese Filter) that provides a way to delivering a flavor , a flavored pellet that can be implanted in the filter to deliver a fresh aftertaste (Pellet) and a special material that can be placed between the tobacco rod and the filter to hold a flavoring. (Shear Kirschmen/TSB). The first two technologies (Pellet and Celanese) are currently capable of providing a continuous delivery of a mouth clearing flavoring while the third technology (Shear Kirschmen) can provide a mouth clearing flavor at the end of the cigarette. R&D has had little if any feedback from consumers to these technologies. In addition, products made with any of the above technologies can utilize many different flavor to provide a better aftertaste. Objective: The objective of this research is to obtain qualitative consumer for providing R&D with guidance on three basic issues relating to the aftertaste issue. These issues are as follows: • What is a good or bad aftertaste? • What are the strengths and weaknesses of each of the three alternative technologies in being able to improve the aftertaste of full flavor cigarettes? • What are the strengths and weakness of each of the three alternative flavors is being able to improve the aftertaste of full flavor cigarettes?

Metho oloEV~v: To address the above issues, six focus groups will be conducted on Dec. 3 and 4, 1986 in Atlanta, Georgia. There will be two sets of groups. Each set will consist of three groups with the following qualifications: • Group 1--!8-34 year old females who smoke Full Flavor Non Menthol 85 cigarettes. • Group 2--35-49 year old females who smoke Full Flavor Non Menthol 85 cigarettes. • Group 3--25-49 year old males who smoke Full Flavor Non Menthol 85 cigarettes The first set of groups will address the strengths and weaknesses of the three different technologies in addition to addressing the broad issue of aftertaste definition. Smokers in these three groups will be asked to smoke three cigarettes, each with the same flavoring but made with the different technologies in order to obtain input on the technologies. The second set of groups will address the three different flavoring when used in the Celanese filter technology . These groups will also address the broad issue of aftertaste definition.

Specific issues to be addressed under each broad objective are as follows: Qe,finition of aft.ertaste: • When during the smoking process do consumers percieve a good or bad aftertaste in a cigarette. Is it during smoking? (When) or after they've extinguished a cigarette? (How long afterwards and how long does it last?) • What makes an aftertaste good or bad? Specific probes might be a strong aftertaste, drying aftertaste (cotton mouth), a long lasting aftertaste, a sweet aftertaste, a bitter taste or a feeling in the mouth . • Are there any products other than tobacco products that consumers think have a bad aftertaste? What are these products? What makes them have a bad aftertaste? (Suggestions: Coffee that has been brewed for a while, diet drinks that have been sweetened with saccharin, beer, etc. ) • Are there other non tobacco products that have a good aftertaste? What are these products? What makes them have a good aftertaste? (Suggestions, colas or soft drinks, lemonade, mints, certain candies (what flavor of candy) • Is it the presence of a pleasant taste or the absence of any taste at all that makes a cigarette have a good aftertaste? For example, smokers consumer a lot of beverages. Is this because they are trying to wash out the cigarette aftertaste left in their mouths or are they trying to replace the taste with another taste. • Ask the consumers to agree upon some 5 or 6 criteria for determining whether or not a cigarette has a good aftertaste and 5 or 6 other criteria that will help them determine if a cigarette has a bad aftertaste.

Groups 1,2,3-ExpIoration of _ Different TechnoloEies .k rink water-eat crackers Let them try Product A ( Shear Kirschman-PeRpermin ). Have them smoke all of it. _ Probes: Did this product have a better aftertaste than their own cigarette? Why did it have a better or worse aftertaste? How would they describe the aftertaste? }-1ow would they rate it on the 5 or 6 criteria that make a cigarette have a good aftertaste? How would they rate it on the 5 or 6 criteria that make a cigarette have a bad aftertaste? On each of these criteria, how does it compare to their usual brand for these criteria? When during smoking did they perceive it to have a better aftertaste? Do they think they could smoke it as their usual brand or would it just be an occassional cigarette? Are there any other criteria they would like to add to the good/bad aftertaste criteria?

Drink water-Eat crackers Let them try Product B ( Celanese-Peppermint). Have them smoke all of it. Probes: I7id this product have a better aftertaste than their own cigarette? Why did it have a better or worse aftertaste? I-iow would they rate it on the 5 or 6 criteria that make a cigarette have a good aftertaste? I-iow would they rate it on the 5 or 6 criteria that make a cigarete have a bad aftertaste? On each of these criteria, how does it compare to their usual brand for these criteria? When during smoking did they perceive it to have a better aftertaste? Do they think they could smoke it as their usual brand or would it just be an occassional cigarette? How did this compare to the first cigarette they smoked for aftertaste? Probe specifically for when they noticed the better aftertaste and which one they would most likely use on a regular basis ? x r•

Drink water-Eat crackers Let them try Product C ( Flavored Pellet-Peppermint). Have them smoke all of it. Probes: Did this product have a better aftertaste than their own cigarette? Why did it have a better or worse aftertaste? How would they rate it on the 5 or 6 criteria that make a cigarette have a good aftertaste? How would they rate it on the 5 or 6 criteria that make a cigarete have a bad aftertaste? On each of these criteria, how does it compare to their usual brand for these criteria? When during smoking did they perceive it to have a better aftertaste? Do they think they could smoke it as their usual brand or would it just be an occassional cigarette? How did this compare to the other cigarettes they smoked for aftertaste? Probe specifically for when they noticed the better aftertaste and which one they would most likely use on a regular basis ? Why? Read the concept Probes: What do the respondents think of this idea? Which of the three products best fit this description? How interested would they be in smoking suuch a product as their usual brand? What flavors would be appropriate for such a product?

F n i n • Summarize what you think they said in the groups and confirm with the respondents. Probe for other flavors that they think would be appropriate for a good aftertaste. Also probe for how these products compare to menthol products for aftertaste. Would they be more likely to smoke these than menthol products? Groups 4.5.6 -E;xploration of Different Flavors IDrink water-eat crackers Let them try Product D ( Micro Pellets- itrus), Have them smoke all_ of it. Probes: Did this product have a better aftertaste than their own cigarette? Why did it have a better or worse aftertaste? How would they describe the aftertaste? How would they rate it on the 5 or 6 criteria that make a cigarette have a good aftertaste? i-low would they rate it on the 5 or 6 criteria that make a cigarette have a bad aftertaste? On each of these criteria, how does it compare to their usual brand for these criteria? When during smoking did they perceive it to have a better aftertaste? Do they think they could smoke it as their usual brand or would it just be an occassional cigarette? Are there any other criteria they would like to add to the good/bad aftertaste criteria?

Drink water-Eat crackers Let them try Product E( Micro pellets-Cinnamon-Apple). Have them smoke all of it. Probes: Did this product have a better aftertaste than their own cigarette? Why did it have a better or worse aftertaste? HHow would they rate it on the 5 or 6 criteria that make a cigarette have a good aftertaste? How would they rate it on the 5 or 6 criteria that make a cigarete have a bad aftertaste? On each of these criteria, how does it compare to their usual brand for these criteria? When during smoking did they perceive it to have a better aftertaste? l7o they think they could smoke it as their usual brand or would it just be an occassional cigarette? I-low did this compare to the first cigarette they smoked for aftertaste? Probe specifically for when they noticed the better aftertaste and which one they would most likely use on a regulat basis ?

IDrink water-Eat crackers Let them try Product F( Micro Pellets-Cinnamint). Have them smoke all of it. Probes: Did this product have a better aftertaste than their own cigarette? Why did it have a better or worse aftertaste? How would they rate it on the 5 or 6 criteria that make a cigarette have a good aftertaste? How would they rate it on the 5 or 6 criteria that make a cigarete have a bad aftertaste? On each of these criteria, how does it compare to their usual brand for these criteria? When during smoking did they perceive it to have a better aftertaste? Do they think they could smoke it as their usual brand or would it just be an occassional cigarette? How did this compare to the other cigarettes they smoked for aftertaste? Probe specifically for when they noticed the better aftertaste and which one they would most likely use on a regular basis ? Why? . Read the conce,Pt Probes: What do the respondents think of this idea? Which of the three products best fit this description? I-Iow interested would they be in smoking suuch a product as their usual brand? What flavors would be appropriate for such a product?

E_n in • Summarize what you think they said in the groups and confirm with the respondents. Probe for other flavors that they think would be appropriate for a good aftertaste. Also probe for how these product compare to menthol products for aftertaste. Would they be more likely to smoke these than menthol products?