Learning Objectives: Recognize how qualitative and quantitative research can inform message development. Identify the most effective messages for increasing tobacco taxes and the best way to counter tobacco-industry arguments. Translate the research findings into local action using template materials.
Abstract: Throughout the country, tobacco-control organizations and coalitions are working to educate opinion leaders and the public at large about the benefits of an increase in tobacco excise taxes. However, there is little strategic research available to guide them in their efforts.
This panel will describe the results of a groundbreaking, nationwide research project funded by the Robert Wood Johnson Foundation. The research goes beyond an assessment of public attitudes about increasing tobacco taxes and reveals how advocates can frame their messages to most effectively reach the public, counter industry arguments, and ultimately succeed in their efforts.
The research team, comprised of two nationally recognized research firms, designed a research plan consisting of both qualitative and quantitative studies. The qualitative research consists of 10 focus groups, examining respondents’ opinions on increasing the tobacco tax and their reaction to messages on both sides. Following the focus groups, the firms will conduct a comprehensive, nationally representative study (N=1000) to quantify the findings from the qualitative work.
In addition to presenting research findings on the most effective messages, the panelists will also arm advocates with the educational materials they need to effectively communicate the importance of increasing tobacco excise taxes. Based on the research findings, these template materials include message and talking points; sample op-eds and letters to the editor; editorial board memos; news event concepts; fact sheets; and various other materials (charts, graphics, etc.) that can either be used as is or modified by organizations for their own particular purposes.
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