Understanding Why Smokers Switch Brands
Qualitative Research | 6 Focus Groups | 36 Adult Smokers | Six Days
The Client Objective A leading global tobacco company wanted to understand why adult smokers had moved away from one international brand and switched to a competing brand. The research explored the motivations behind this decision, including price, product perception, brand image, packaging design, and the overall consumer experience. The client also wanted direct consumer feedback on two proposed design concepts before making further development decisions. The Research Approach Nexus JO conducted six focus groups, with one group completed each day over six consecutive days. Each group included six adult smokers, resulting in a total sample of 36 participants. The sample was balanced equally between women and men, ensuring that the discussions reflected perspectives from both consumer groups. All participants were carefully recruited and screened to confirm that they had genuinely switched from the specified global brand to a competing brand.
Understanding Brand Switching
The discussions explored the complete consumer journey, including: Previous experience with the original brand Reasons for changing brands The moment or experience that triggered the switch Satisfaction with the new brand Price differences and perceived affordability Perceived product quality Brand image and emotional associations Packaging and design perceptions Availability and purchasing convenience Factors that could encourage consumers to switch again This helped identify whether switching was driven by price alone or by a combination of functional, emotional, and visual factors. Testing Two Proposed Designs During the focus groups, participants were shown two proposed design concepts. The concepts were evaluated and discussed in detail to understand: Immediate reactions Visual appeal Modernity and relevance Clarity of design elements Brand fit Distinctiveness from competing products Positive and negative associations Elements participants would retain, change, or remove Which concept was more appealing and why Participants were encouraged to challenge the designs openly and explain their reactions in their own words. Turning Criticism into Actionable Feedback Rather than asking participants to select a preferred design only, the moderation process explored the reasoning behind every reaction. All comments, criticisms, suggestions, and points of confusion were collected and organized to help the client understand how each concept could be improved. This provided the client with clear consumer direction instead of a simple design preference. Full Qualitative Research Support Nexus JO managed the complete qualitative research process, including: Participant recruitment and screening Gender-balanced sample management Focus group coordination Discussion support Translation Full transcription Consolidation of participant feedback Analysis of key themes Final research report Fast and Structured Delivery The six focus groups were completed across six consecutive days, with one group conducted each day. Maintaining consistent recruitment, participant quality, and discussion standards across the full schedule required close daily coordination. The team monitored attendance, eligibility, group composition, and research quality throughout the project.