Case Study 1
Case Study Focus Groups
Uncovering Vaping Realities for a Global Health Organisation
Project : National IN PERSON Focus Groups | Youth & Adult Vaping
Sector : Public Health & Behavioural Insight
AT A GLANCE
- 10 focus groups across rural and urban UK
- 4 age cohorts from 15 to 55+
- In-depth dialogue uncovering behavioural drivers
- Findings shaped international health policy
The Mission
With public concern around vaping rising, we were tasked with uncovering what the numbers couldn’t explain: What’s really driving the rise in vaping — especially among young people?
We explored:
- Why people start (and continue) vaping
- The role of social media, peer pressure & influencers
- Myths around health and “harmlessness”
- Cultural and generational perception gaps
THE OUTCOME
- These insights became the foundation for:
- New public health messaging strategies
- Policy development across multiple regions
- Educational campaigns targeting youth and parents
- Evidence for tighter marketing regulation
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We delivered:
10 x 90-minute focus groups
Held in diverse UK locations (urban & rural)
Age-segmented sessions:
- 15–18 (teens, users and non-users)
- 19–34 (young adults)
- 35–54 (parents & professionals)
- 55+ (older adults, community figures)
Sessions were moderated by experts trained to foster open, non-judgemental discussions — creating space for authentic, unexpected insights.
Why it matters
When the world shifts, thoughtful reflection from its leaders becomes vital. This project captured that reflection at a critical moment. Whether you’re training tomorrow’s leaders or planning for the next crisis, our research brings you the insight of those who’ve been there — and led through it.
