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The Culture Of Smoking

[With Catapult Thinking, Jul. 2005 to Sep. 2005]

Our client, a pocket lighter manufacturer, asked us to document the current lighter experience, capture the behaviors and attitudes associated with lighters, derive insights into the next generation of lighter product design and strategy.

We interviewed 27 smokers in 5 markets nationally and all interviews were contextual in-home ethnographic studies. We interviewed each participant about their smoking history and habits, what a typical day is like and when and where they smoke, sort and rank various lighters based on several criteria, and design their ideal lighter. We also conducted observational research through photos and intercepts. Based on the data collected, we identified a lighter categorization, developed a model of smoking occasions, and created a framework for the culture of smoking.