Tobacco brands are often challenged by rapidly evolving local contraband brands. Mapping brand positioning, identifying aspirational brands and the effects of mimicry is key to adjusting the offering and messaging.
New capsules, slim formats or distinctive packs: innovation is crucial, but it must be based on a thorough understanding of smokers’ expectations, barriers and perception of risk.
In a world where communication is limited, packaging becomes the primary vehicle for attracting attention. It is essential to measure its visual impact, comprehensibility, and ability to stand out on the shelf.
Faced with inflation and tax pressure, price trade-offs are at the heart of purchasing decisions. Understanding the logic behind switching between brands, price tolerance thresholds and alternative purchasing behaviours has become strategic.
With limited space for communication, each campaign must have a strong impact. It is essential to test emotional triggers, message comprehension, and the ability to generate preference.
Director of Qualitative Research