3093_ Interview guide for Cigarillo/ Little cigar smokers



1. Introduction (5 mins)
Purpose of section is to introduce topic of discussion, explain the process to the interviewees and obtain some brief demographics about respondents.
  • Introduce self
  • Explain confidentiality
  • Explain project background:
        • Research is the issue of plain packaging of tobacco products. (Moderator note interviewees will have been told it is on this topic, but still keep broad at this stage)
        • Not here to discuss or judge their smoking behaviour, just to get their views on some ideas about the packaging.
  • Participant introduction:
        • Name
        • Family, occupation

2. Understanding of existing smoking and purchase behaviour (5 mins)
  • Ask about smoking habits - do they only smoke the little cigars? Do they smoke any other tobacco products, cigarettes?
        • Has that always been the case? Or has the behaviour changed over time?
  • Is it like smoking cigarettes? Do you inhale like you would with cigarettes?
  • How many would they smoke a day? Where would they be when they smoked them? How often would they smoke cigars?
  • How do they normally purchase their little cigars?
        • Tobacconists? Cigar importer?
        • How? In person? Over the Internet?
  • What is it that they like about smoking little cigars / cigarillos over other tobacco products?
  • Describe a typical little cigar /cigarillo smoker?
        • Prompt with comparison of cigarette smokers and premiums premium cigar smokers if needed?
Top of page
3. Exercise 1 – Self complete questionnaire to gather quant measure (10mins)
Provide respondents with quant questionnaire. Images of cigarillos / little cigars to be
included within the questionnaire

(includes 5 brands plus plain pack Mayfair).

4. Relationship with brands (5 mins)
  • What brand of little cigar /cigarillo do they themselves smoke?
        • Any other brands? Why and when would they change brands/ not ever change brands of little cigar /cigarillo?
  • What other brands do they know/ are aware of apart from those we had in the questionnaire?
        • List out spontaneous replies of brands.
  • How do they see them as different?
        • What are the differences in the type of people that may smoke the different brands?
        • If having difficulty in articulating, as would they ever smoke X brand? Why / why not? Where would they be if they were smoking X brand? Who would they be with?
Refer back to questionnaire, discuss associations with each:
Appeal:
  • Which is the most appealing from these? Why?
  • Which is the least appealing from these? Why?
  • What about the others?
Quality of tobacco
  • Which is the highest quality cigar? Why?
  • Which is the lowest quality cigar? Why?
  • What about the others?
Harmful to health
  • Which would be the most harmful to your health? Why?
  • Which would be the least harmful to your health? Why?
  • What about the others?
Ease of quitting
  • Which would be the hardest to give up ? Why?
  • Which would be the easiest to give up? Why?
  • What about the others?

5. Exercise 2 – Reactions to Mock Up of Health Warnings (15 mins)
Introduce small product packaging mock ups of little cigars / cigarillos and RYO tins (introduce as letter options – label each in a discrete place). Hand to groups and ask them to handle and look over and pass on to next respondent (ask them to complete Self Complete – Exercise 2).
Which pack from A and B (cigarillo options) has the strongest health warning message?
Which pack from C,D, E (RYO tin options) has the strongest health warning message?
Take note of how they look at the warnings and so on.
Then discuss
  • Which has the strongest health warning?
  • Why do you think that is?
  • Which ones would you be more likely to read?
  • Which is the most noticeable health warning for you?
  • How is this different from what you are used to?
        • Probe in detail about the spontaneous replies, then prompt with:
  • For each of the different layouts of the health messages?
        • What do you notice first when looking at it – image/ statement /both?
  • Size of the health message?

6. Exercise 4 – Reactions to Mock Up of Bidi packs (10 mins)
Introduce small product packaging mock ups of bidis (introduce as letter options – label each in a discrete place). Hand to groups and ask them to handle and look over and pass on to next respondent (ask them to complete Self Complete – Exercise 4).
Which pack from F, G, H (bidi options) has the strongest health warning message?
Take note of how they look at the warnings and so on.
Then discuss
  • Which has the strongest health warning?
  • Why do you think that is?
  • Which ones would you be more likely to read?
  • Which is the most noticeable health warning for you?
Go through for each layout option?
  • Can you understand the image? The message?
  • Probe on difficulties in comprehension to determine if the due to layout
  • What do you notice first when looking at it – image/ statement /both?6
Top of page
7. Exercise 3 – Graphic health warnings for cigarillos / little cigars (30 mins) (Self complete – Exercise 3)
Show image board of the revised graphic health warnings for cigars (warning message and
graphics only – not more than three per board)
  • Which of the messages make you stop and think? Why?
  • Which of the message make you think about your own smoking / friend or family smoking? Why?
Then for each briefly ask about overall message:
  • Understanding?
  • Credibility of headline? Of image?
  • Any changes to the message to make it more impactful?

8. Exercise 3 cont - Detailed discussion on warnings and graphics
Hand out A4 booklet containing headlines, images and copy
Moderator to explain that we are going to discuss each message in detail now.
Rotate starting point of messages.
Ask respondents to refer to the same message in their booklet
  • What stands out to you about this message? (image, headline, content of message once they read it) Why?
  • What is the message of the health warning? (Comprehension)
  • Do they believe it? Why? Why not?
  • Does it have any new information?
  • How does it make them feel?
Reactions to the headline?
  • Does it contain any new information?
  • Do you believe the headline?
Reactions to the image
  • What does the picture say to you?/What does it communicate?
  • Does it make sense?
  • Does it portray new information?
  • Is it credible?
  • Is there anyone that does NOT think the picture looks real/convincing (where relevant)?
  • Does it fit with the headline?
Reactions to the copy
  • Does it help explain the headline and/or picture?
  • Does the copy make the health warning more believable?
  • Would it impact on your attitude to smoking? If so, how?
        • does it have any new information in it?
        • Is it believable?
        • What about the language? Is there anything you did not understand?
        • How would you describe its tone?
  • For overall message, what changes would you make?

9. Summing up: (2 mins)
  • Out of everything you have seen today, what one thing has had most impact on you?

6 One potential layout and format for bidi packs was provided within the final stimulus set, rather than three. Changes to the discussion guide were not made prior to group discussion. The section of the discussion guide was modified by each researcher within each group discussion to reflect only having one type of layout and format.

Top of page