Person-Centered Approaches to Sensory, Behavioral, and Consumer Research and Analysis (GFN Fives)

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 & Client Operations Sam Hampsher-Monk for a thought-provoking conversation on person-centered research in tobacco harm reduction.

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 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.

The session closes with a bold prediction: The U.S. is approaching a tipping point where truth, transparency, and individual empowerment could reshape the future of harm reduction.

🔗 Connect with ARAC via the QR code shown at the end, and join us at the Global Forum on Nicotine in June 2025.

#GFNFives #TobaccoHarmReduction #ConsumerResearch #BehavioralScience #SensoryScience #NicotinePolicy #PublicHealth #ARAC

This is the extended version presentation: