Situation

Quitting tobacco and nicotine products is notoriously challenging. To understand these difficulties and identify effective methods of cessation support, the population science branch of a national company engaged Illuminate Research. The client sought a research approach that respected the deeply personal nature of cessation while also exploring differences in experiences across diverse demographic groups. 

Engagement 

We conducted six in-person focus groups across three U.S. cities with adult tobacco consumers who made the decision to quit tobacco products. To ensure inclusive representation, participants included consumers from minority and LGBTQ+ communities, allowing us to uncover unique needs within these groups when it comes to tobacco and nicotine cessation. Discussions explored both the barriers and facilitators to cessation, as well as the role of information, tools, and resources in participants’ quit journeys.

Results 

Through this research, we uncovered commonalities and differences in cessation needs across demographic groups and identified specific content and resources that will best support these groups in their cessation efforts. The insights laid the foundation for the company’s ongoing harm prevention and cessation initiatives, including enhancements to its dedicated cessation website. Guided by these findings, our client is advancing efforts that not only improve public health outcomes but also strengthen its core business strategy.