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Pre-market qualitative research was conducted with parents of kids aged 10-17 in order to aid in the development of the Parent Resource Center. This qualitative research was used to refine the Parent Resource Center for greater clarity, relevance and usefulness, to ensure graphic appeal, and to gauge the extent to which parents found the website to be a useful tool to aid them in talking to their kids about not smoking. Pre-market qualitative research was also conducted with youth aged 11-17 with their parent's permission to confirm that the purpose and intended audience was clear and to help identify and avoid unintended messages.
During qualitative research for the Parent Resource Center website, parent respondents indicated that the website was very effective at accomplishing its stated goal: to provide information, tools and tips to parents to help them talk to their kids about not smoking. Parents also found the Parent Resource Center to be a unique and valuable resource that was well-organized, clear and very easy to navigate.
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Pre-market qualitative research was conducted with parents of kids aged 10-17 in order to aid in the development of the online ads. This qualitative research was used to refine the ads for greater clarity and relevance, to ensure graphic appeal, and to gauge the extent to which parents might click through to the Parent Resource Center. Pre-market qualitative research was also conducted with youth aged 11-17 with their parent's permission to confirm that the purpose and intended audience was clear, and to help identify and avoid unintended messages.
During qualitative research for our online ads, parent respondents indicated that they clearly understood the main messages of the ads and most would interact with the advertisement for more information, and, in some cases, specifically visit the Parent Resource Center.
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