01
Culturally linked findings
Our senior moderator, known for male-dominated categories highlighted how cultural factors influence preferences in flavours and formats.
02
A highly satisfied local team
Consistent, timely execution across logistics, moderation, and recruitment gave the local client team confidence throughout the study. As reflected in the client testimonial below, our end-to-end execution stood out as a key strength:
“We have just received some lovely feedback from the clients who were with you today. We'll pass on directly, but well done - they (and we) have been really impressed! Huge congratulations and a massive thank you to you all. Your incredible efforts have been well-noted and very well received. What an amazing team!”— Cigarettes Study in India, Pakistan
S•T•A•R
RESULT
TOBACCO INNOVATION - CASE STUDY
Testing new cigarette flavour formats and concepts
INDIA, PAKISTAN
S•T•A•R
SITUATION
A leading tobacco client wanted to explore new formats and flavours amongst regular smokers in India and Pakistan. Given the market contradiction of loyalty vs. social stigma regarding cigarettes, the study required going beyond stated preferences or proofs to ensure quality of respondents across a mix of smokers.
S•T•A•R
TASK
Execute in-venue product testing study across India and Pakistan for a sensitive category.
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ACTION
While respondent access was easy, credibility and articulation were harder to secure. We used strict screening, rejecting over ten profiles for every one selected, with senior moderators vetting unreliable respondents. Transparent proof-sharing with the client enabled real-time decisions, while strong planning and buffers ensured smooth, on-time execution despite minor logistical issues.
We built buffers to account for unexpected delays, leading to timely sessions. This level of consistency stood out for the client, especially in markets where delays are often expected.