Perception and behavior studies
Our research journey doesn’t end once our results have been published in peer-reviewed scientific journals - or once we hang our lab coats up at the end of the day. We also conduct surveys to learn more about what groups of people are interested in using IQOS. Are current adult smokers interested in IQOS? Are people who don’t smoke or have successfully quit interested in IQOS? The results show that people who don’t smoke or have quit smoking recognize that IQOS is a product for adult smokers and is of little to no interest to them. On the other hand current adult smokers participating in these studies showed a strong interest in IQOS and many were ready to make the switch. This means that smokers who would otherwise continue smoking can make a better choice and choose an alternative product to cigarettes.