Case Studies

Profiling the US Vaping Market

What we did

The end client was a leading Vape brand. The project involved exploration of the purchase journey, including investigation into the decision making process, information sources and channel mix. The quantitative research mapped the path to purchase across the diverse segments within the whole tobacco sector.

Value to the client

The research provided valuable insight around the path to purchase both for cigarettes and vaping products, highlighting the differing journeys in established vs emerging markets. Insights included competitive brand performance, user profiles, attitudes and habits, purchasing and switching behaviours.


Purchase journey, segmentation