U.S. flag An official website of the United States government
  1. Home
  2. Tobacco Products
  3. Tobacco Science & Research
  4. Research
  5. Non Trier Phase 1: Focus Group Study of Youth Reactions to Tobacco Prevention Campaign Messaging
  1. Research

Non Trier Phase 1: Focus Group Study of Youth Reactions to Tobacco Prevention Campaign Messaging

Principal Investigator: Matthew Walker and Tanya White

Funding Mechanism: Research contract

ID Number: HHSF22301002T

Award Date: 12/20/2012

Institution: DraftFCB


In support of FDA’s efforts to reduce or prevent tobacco use by susceptible youth, CTP will conduct an online qualitative research study with the goal of informing the development of appropriate anti-tobacco messaging.  The specific aim is to obtain insight into consumer perceptions related to cigarette smoking initiation and initial perceptions of tobacco prevention messaging concepts.  Sixty youth ages 12-17 who have never tried tobacco products will be grouped into four online discussion groups of 15 respondents each based on age and self-reported “openness” to trying tobacco. The online discussion groups will take place over a three-day period, during which participants will be exposed to strategic messaging approaches and asked to “blog” their responses. An online moderator will prompt youth to answer questions regarding understanding, relevance, appeal, and motivation of the concepts shared, ultimately converging on the most promising strategic concepts. The results of this study will serve as the foundation for creative concept development for the campaign. (Project completed in May 2014.)