3093_ Interview guide for RYO 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 (10 mins)
  • Ask about smoking habits - do they only smoke the RYO? Do they smoke any other tobacco products, manufactured cigarettes, cigarillos?
        • Has that always been the case? Or has the behaviour changed over time?
  • Where do they normally purchase their rolling tobacco?
        • Tobacconists? supermarket?
        • How? In person? Over the Internet?
  • What is it that they like about smoking RYO over other tobacco products?
  • Describe a typical RYO smoker?
        • Prompt with comparison of manufactured cigarette smoker and premium cigar smokers if needed?
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3. Exercise 1 – Self complete questionnaire to gather quant measure (10mins)
Provide respondents with quant questionnaire. Images of RYO tobacco to be included within the questionnaire.
(includes 5 brands plus plain pack Mayfair).

4. Relationship with brands (20 mins)
  • What brand of RYO do they themselves smoke?
        • Any other brands? Why and when would they change brands/ not ever change brands of RYO?
  • 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, ask 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 RYO tobacco ? Why?
  • Which is the lowest quality RYO tobacco ? 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?
GHW
  • Which one stands out the most?
  • The least?
  • What about the others?
  • For each brand:
  • What type of person would be smoking this tobacco brand? Prompt with where would they be smoking this type of tobacco brand? Who with?
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5. Exercise 2 – Reactions to Mock Up of Health Warnings (20 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?7
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7. Exercise 3 – Graphic health warnings for cigarillos / little cigars (10-15 mins) (Self complete –
Exercise 3)

Let them know that we know that they are not premium cigar smokers, but we’d like their views on some of the GHW that may be used on packs of little cigars
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 ask about overall message:
  • Understanding?
  • Credibility of headline? Of image?
  • Any changes to the message to make it more impactful?

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

7 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.

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