Learning Objectives: Describe how to best utilize qualitative research among teens for a state's teen-targeted anti-tobacco program
Abstract: Learning OBJECTIVES:
To describe the importance of developing a customized marketing research program to understand target—their attitudes and behaviors regarding tobacco—and develop relevant anti-tobacco messages
To explain when, why, and how to use qualitative research in anti-tobacco efforts
To explore how to best utilize and interpret the results from qualitative research
To understand the importance of ongoing research throughout the anti-tobacco effort
Discussion:
My discussion will attempt to explain the critical role market research can play in a states anti-tobacco program.
In the discussion, I will draw on my experience in having conducted hundreds of focus groups in both traditional-marketing efforts as well as anti-tobacco social-marketing efforts. The discussion will also utilize real-life examples drawn from my past experience as chief qualitative researcher for the state media campaigns of Massachusetts, Arizona, Florida, Oregon, and the national American Legacy program.
When traditional marketers decide to advertise their product they explore how the consumer perceives the product category in general and the brand in specific—its imagery, associations, benefits, and shortcomings. Most successful marketers continue to conduct research to evolve and grow their product as their consumer matures in the product category.
The same must be done in our anti-marketing of tobacco. We must thoroughly understand the teen target and maintain a continuing dialogue with them so that we can successfully “sell” this “product” of non-behavior.
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