Mustard was commissioned by the Greater Manchester Health and Social Care Partnership to conduct research on smoking behaviours within the Greater Manchester region. During this session Irina will take you on a journey to show how the perfect combination of methods and theory enabled us to unearth how smokers make sense of their (quit)smoking journeys, extract authentic insight from an incredible amount of meaning generated as well as help drive impactful change in our region. This was one of the most fascinating projects Irina has worked on, and she’s very excited to talk you through her experience.

1. Living and Breathing
Quit-Smoking Journeys
A Story of Our Own Two Selves
Irina
Dimitriade
Mustard Research
Festival of #NewMR
2019
Presentation copyright, the presenters and NewMR. Please credit when using.

2. Prologue:
How it all
began
Festival of #NewMR
2019

3. System 1:
My Fast &
Emotional Self
System 2
My Slow &
Rational Self
Festival of #NewMR
2019

4. Our Two Selves
and their quit
smoking journeys
Festival of #NewMR
2019

5. • Depth interviews
• Current smokers
• Ex smokers
• Visual stimulus
• 4 week online community
• 13 topics
• Engaging with 94 smokers
• Group and one-to-one
discussions
• Visual stimulus
• Mini-groups with
youths
• Community centres
in Stockport and
Tameside
Provide actionable insights to help GMHSCP plan and inform future strategy
as they strive to reduce adult smoking by one third over the next four years
Festival of #NewMR
2019
Stage 2
Deep dive
Stage 3
The Youth Factor
Stage 1
Exploration

6. 10
10
10
10
10
10
11
9
7
7
The online community proved to be the right platform for both
Emotional and Rational Selves
6
Festival of #NewMR
2019
Flexible
Wide reach
Comfortable
Building trust
Creative
Transformative
Power in numbers
Getting personal
Unlocking emotions

7. “Well week 3 and I’m finding this really interesting and making me think
more about what I’m doing to my body and I’m cutting time off my life I
could be spending with my kids and wife. It’s amazing it took this to
show me what I’ve done and I could make a difference to my life.”
“Just wanted to let you know that I’m really enjoying the ‘smoking’
online community. It’s great being able to see everyone’s opinions and
it’s great to be able to put across my own. Everyone is so supportive!
Thanks so much for putting me forward for it.”
High levels of engagement
Festival of #NewMR
2019

8. 1,484
Individual
responses
over a 4 week
period
213
Hours total
consultation
time
2¼
Average hours
each respondent
engaged on the
community
645
Page
community
Word export
The online community in numbers
Festival of #NewMR
2019

9. People have a love / hate relationship with smoking
• Stress relief
• ‘Me’ time
• Energiser
• Comforting and
calming
• Ingrained in routine
• Health effects
• Financial impact
• Impact on those
around
automatic
effortless requires
thinking
We need to engage with both Selves if we want to create long lasting change
Festival of #NewMR
2019
Emotional Self
loves smoking
Rational Self
hates smoking

10. Smoking is my coping mechanism
I have a love / hate relationship
I smoke and I hate it
Quitting smoking is a journey with different rewards, so
support needs to be targeted and personalised…
I give smoking a 10. I’ve had bad
food, I’ve had bad sex, but I‘ve
never had a bad cigarette.
I dislike smoking but as a busy
single parent with life's stressful
everyday to day life it kind of
helps me through my day.
I do enjoy smoking as I find it is
social...However I would love to stop as
it is expensive, unhealthy and smells.
I hate it! I stink and I spend lots of
money I could give to charity or spend it
on my fiancée. I wish I could stop.
I smoke and I love it
Festival of #NewMR
2019

11. A successful stop smoking campaign needs to satisfy both
Emotional and Rational Selves
• Strong emotional reaction
• Simple and effective stat
• Prompts action in the present by leading
imagination towards the future
Festival of #NewMR
2019
Most liked
and impactful

12. +
Online community Behavioural economics
The winning combination of method and theory
=
• Unlocks both
selves within us
• Generates rich
insight
• Unearths how we create
meaning
• ‘Quit smoking’ journeys
are continuums
• Clear, actionable
and targeted
recommendations
• Making a
difference
WIN

13. Festival of #NewMR
2019
Epilogue:
Where do
we go from
here?

14. Our Two Selves make us One!
Festival of #NewMR
2019

15. Q & A
Presentation copyright, the presenters and NewMR. Please credit when using.
Festival of #NewMR
2019
Irina Dimitriade
Mustard Research
Sue York
NewMR

16. Festival of #NewMR
2019
NewMR 2019 Sponsors
Communication
Gold
Silver