GFN Fives | Person-Centered Approaches to Sensory, Behavioral, & Consumer Research”

ARAC’s GFN Fives VIDEO is LIVE! Global Forum on Nicotine

Person-Centered Approaches to Sensory, Behavioral, & Consumer Research

🎥 WATCH PART 1 & 2 BELOW.

GFN’s replacement for conference posters, #GFNFives are five-minute recorded presentations, which cover policy, legislative and regulatory issues, consumer advocacy, regional updates and more general information about tobacco harm reduction.

In this GFN Fives video, Chief Marketing Officer Allison Shumate is joined by CEO and Chief Research Officer Dr. Jessica Zdinak and VP of Global Regulatory Strategy Samuel C. Hampsher-Monk for a thought-provoking conversation.

Dr. Zdinak breaks down how sensory, behavioral, and consumer research rooted in the individual—not just the average consumer—drives better product development, regulatory alignment, and long-term market success. She explains how understanding the "iceberg effect" of consumer behavior — what lies beneath surface-level preferences — can be the difference between a successful launch and a regulatory miss.

Sam Hampsher-Monk expands the conversation globally, offering insights into how consumer understanding, public health messaging, and policy alignment influence smoking cessation outcomes. He contrasts restrictive U.S. regulatory frameworks with more supportive approaches in the UK, illustrating how nuanced messaging and practical support for safer alternatives can reduce harm at scale.

📌 KEY THEMES:

• The "iceberg effect" in consumer insights

• Why ABC (Affect, Behavior, Cognition) matters

• Aligning innovation with individual beliefs, biases & future selves

• Global THR lessons — from U.S. policy barriers to U.K. success stories

• What’s next for harm reduction in the U.S.