Smokers are interesting.
In fact they have some of the most intense habits and rituals of any subset of users, dive in with me .
Heat-Not-Burn: A less harmful tobacco technology envisioned as a total experience
Despite having spent years and millions of dollars on research and marketing of a less harmful cigarette, the client was not successful. I led my team as we probed the triggers and enjoyment of smokers. We then applied these insights to their technology and brought them to consumers.
Tobacco as a rule is taboo, but how do you approach a project from a place of empathy. The hope is a less harmful cigarette will always be better than the alternative. Here I generated the target segments and analyzed the ritual, emotional, and social ties to smoking for each subgroup. Was there a way to capture that in a less harmful, but decidedly less analog experience?
