Claims Development and Perceptions/Intentions Research: MRTP – Approved
Challenge
Behavioral Science research was needed to support a Modified Risk Tobacco Product (MRTP) application for Very Low Nicotine (VLN) cigarette product, through claims/labeling optimization.
Qualitative insights needed on modified risk claim comprehension.
Quantitative insight on the possible public health impact of the claims, assessing risk perceptions and intent to use.
Approach
Claims Development Qualitative Study followed by Perceptions and Intentions Survey
Claims Development Qualitative:
- 100+ IDIs, Nationally
- Mix among key audiences accounting for health literacy / demographics
- Ensure understandability in the context of literacy
Perceptions / Intentions Quantitative
- Online surveys, ~10,000 consumers
- Tested labeling/message – comprehension, risk perception, intent to use
- Singly/in combination (inc. Disclaimer/Back of Pack) by groups
Analytical Approach
- Deep analysis by sub-group; Oversample Never Smokers LA-25 for perceptions of ‘youth by proxy’
- Weighting for US population representation
Adult Audience Overview
- Cigarette smokers: With vs. without intent to quit
- Former cigarette smokers
- Never smokers
Outcome
- M/A/R/C®’s research supported approval of MRTP by FDA. The modified exposure claim was clear,
relevant and understandable for key audiences. - Correctly interpreted for significance for total health, and diseases / health-related conditions associated with tobacco product use.