| IQOS awareness, exposure and perceived target market |
| Awareness |
– I haven’t heard of [IQOS]. But I’ve heard of a similar technology that brings some kind of tobacco up to a certain temperature below the burning point, but enough to extract whatever the nicotine or whatever is from the product. So, I’ve heard of similar things, but not that particular one. (#368; 45-year-old NH White male, no current cigarette use, current e-cigarette use, United States) – I hadn’t heard of [IQOS] until I did a survey where they asked me about them. That’s all I know—they use heat to heat the tobacco. (#450; 44-year-old NH White female, current cigarette and e-cigarette use, United States)
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– I didn’t hear about IQOS specifically, but when I looked up a similar product I recently saw on the Internet, then I understood the idea. (#23; [age not provided] Jewish female, current cigarette use, no current e-cigarette use, Israel) – I heard about it [IQOS] in Japan. There it is very common. I saw it with many smokers. (#44; 24-year-old Jewish male, no current cigarette or e-cigarette use, Israel)
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| Source of exposure |
| Social network |
– I had tried [IQOS] while I was at some party, like a happy hour with my colleagues in my office. It was the first time that I used it. (#729; 40-year-old Asian Non-Hispanic male, current cigarette and HTP use, no current e-cigarette use, United States) – Classmates were my first source of IQOS exposure, and then I saw the advertisements. They just were talking about their experience using the product. (#626; 27-year-old Hispanic male, current cigarette, e-cigarette, and HTP use, United States)
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– I was smoking a cigarette and I ran into a friend that was using it, so I asked him about it, and I tried it. (#9; 30-year-old Arab female, current cigarette use, no current e-cigarette use, Israel) – I think I might have seen it once, but I didn’t know it was called that… (I was) with a friend. (#49; 35-year-old Arab female, current cigarette use, no current e-cigarette use, Israel) – [I learned about it] through a friend from work who started smoking it. Several people followed her. (#46; 31-year-old Jewish female, current cigarette use, no current e-cigarette use, Israel)
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| Advertisements (via retailers, online and social media) |
– I’ll be looking at the cigarette board [at convenience stores], and I see it in advertisements. So, IQOS looks familiar. I’ve just seen the ad basically. (#758; 44-year-old NH White male, current cigarette use, no current e-cigarette use, United States) – I remember seeing [IQOS ads] online a few times. I remember clicking one of the links to understand how it works, because the charger, the USB port, and the push button are new. I was a little curious. It looks like a device, rather than a traditional cigarette. As a technical person, I thought of looking at it more and how it would actually work, but the ad was not very clear in showing the features, but it was trying to explain how safe it is. (#729; 40-year-old Asian Non-Hispanic male, current cigarette and HTP use, no current e-cigarette use, United States) – Social media, that’s where I first started seeing it…. At least once a day as I’m going through Instagram, I’ll see something for IQOS, someone young and attractive on the go and using it…. I don’t know what psychological effect it has, but seeing it on multiple platforms makes me say, ‘Wow. They’re out there. I should try.’ (#626; 27-year-old Hispanic male, current cigarette, e-cigarette, and HTP use, United States)
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– I remember a girl was standing there [in a stall in a smoke shop] holding [IQOS], and they were displaying it in a plastic case. She was showcasing, and a few people seemed interested. I stood there for a couple of minutes, but it didn’t speak to me, I just went on my way. (#2; 27-year-old Arab female, current cigarette use, no current e-cigarette use, Israel) – I remember seeing a stand made of plastic or glass… Something transparent, and they had stored [IQOS] underneath it. (#5; 32-year-old Arab female, current cigarette use, no current e-cigarette use, Israel) – I remember seeing an advertisement on the internet, but I don’t remember it being called IQOS. Also, through Facebook, I think. (#8; 30-year-old Jewish female, no current cigarette or e-cigarette use, Israel) – Since I bought IQOS, I get ads and discounts…. And there’s the friend brings a friend, so if your friend buys through you, you get a discount. (#46; 31-year-old Jewish female, current cigarette use, no current e-cigarette use, Israel)
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| Perceived target market |
| Young people |
– I have teenagers. I think it [IQOS] is targeting immediately my kids’ age group. I know [IQOS] is trying to target all age groups, but they are targeting those younger generation…. So, [tobacco companies] had to come up with something the same level to attract those young people. It’s just brainwashing. It’s like another toy, and it’s not an old people thing anymore. It’s hip and fun. So, for me, it’s scary. (#803; 45-year-old NH Asian female, current cigarette use, no current e-cigarette use, United States) – IQOS is probably targeting the young professionals that are out and about who would rather use a vape over a cigarette because it leaves smell and then it’s the whole visual dynamic of smoking cigarettes. They feel like [IQOS] is a bit cooler and more acceptable than cigarettes. (#720; 28-year-old NH Black female, no current cigarette use, current e-cigarette and HTP use, United States)
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– I think it’s more appealing to youth and not people who smoke or are heavy smokers, because it’s all-electric, and that design, [youth] see it as not a real cigarette. (#2; 27-year-old Arab female, current cigarette use, no current e-cigarette use, Israel) – I imagine that [IQOS] is intended mainly for younger crowds—those who want to smoke but don’t want to smoke. (#19; 21-year-old Jewish male, current cigarette use, no current e-cigarette use, Israel)
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| People looking for an alternative to cigarettes |
– IQOS targets somebody has to go into office buildings or be around the public a lot, where they can’t smoke a cigarette, someone who is trying to either quit or cut down cigarette smoking, or more mindful of the people around them for second-hand smoke. (#458; 44-year-old Hispanic female, current cigarette use, no current e-cigarette use, United States) – [IQOS targets] somebody who smokes, somebody who wants more variety in terms of flavors, or somebody who is working in an office or high-rise buildings, because it’s not always convenient for them to go outside, especially in the city. (#74; 28-year-old Hispanic male, no current cigarette or e-cigarette use, United States)
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– Maybe people who smoke and are interested in quitting, or really want an alternative with health advantages, if they really exist in the product. (#14; 38-year-old Jewish female, current cigarette use, no current e-cigarette use, Israel) – Maybe there are people who are looking for a different experience, something other than smoking, than the cigarette. (#8; 30-year-old Jewish female, no current cigarette or e-cigarette use, Israel)
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| Females |
– [IQOS] looks very female-driven. It also looks kind of young and I won’t say it’s marketed to the teenage crowd but it is definitely marketed towards early 20s. (#833; 42-year-old NH White male, current cigarette, e-cigarette, and HTP use, United States) – [IQOS] is more oriented towards females than males. I’d say the target audience of IQOS is mid middle-aged females in the workforce, in a professional job or something like that. (#358; 39-year-old NH Black male, no current cigarette use, current e-cigarette use, United States)
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– I would go for it because it looks like a feminine product like. It doesn’t look like a masculine product. I’m a woman, I would be drawn to it. I would like this pink one. (#8; 30-year-old Jewish female, no current cigarette or e-cigarette use, Israel)
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| IQOS product perceptions |
| General perceptions |
– [IQOS] looks pretty slick and it would feel good in your hand. It looks pretty easy to use and aesthetically pleasing. It also comes in a bunch of different colors, which is cool. (#360; 30-year-old NH White male, no current cigarette or e-cigarette use, United States) – [IQOS] looks like a little cigarette with a charger connector. It looks like a cell phone. It looks expensive to purchase at first. The design itself doesn’t really appeal to me. (#758; 44-year-old NH White male, current cigarette use, no current e-cigarette use, United States) – [IQOS] looks kind of complicated for nicotine consumption. But I know vaping products are the direction that tobacco is going. (#139; 39-year-old NH Asian female, current cigarette and e-cigarette use, United States) – IQOS is not easily available everywhere. So that’s a problem if you don’t find them in every local shop, or they are not more reachable. (#729; 40-year-old Asian Non-Hispanic male, current cigarette and HTP use, no current e-cigarette use, United States)
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– [IQOS] is nice, they look fancy… its shape [is appealing]. But I didn’t like it, it’s not the same sensation as smoking a cigarette, it’s a different experience. (#9; 30-year-old Arab female, current cigarette use, no current e-cigarette use, Israel) – It didn’t seem appealing when I saw it inside the shop, but I was interested when I saw people using it, the device and those small cigarettes. (#5; 32-year-old Arab female, current cigarette use, no current e-cigarette use, Israel) – IQOS, cigarettes and e-cigarettes are all the same. I think most people will stop [IQOS] because it is too much work, charging it, turning it on, the whole process. (#13; 34-year-old Jewish female, current cigarette use, no current e-cigarette use, Israel) – I think it’s elegant… and the effect of the poisonous chemicals that is less, the smell is less offensive to those around you, so there are advantages. (#44; 24-year-old Jewish male, no current cigarette or e-cigarette use, Israel)
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| Comparisons to cigarettes |
| Harm to health |
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| -Less harmful |
– I don’t think IQOS causes second-hand smoke at all because it disappears quickly, vs. a cigarette where it lingers and causes huge smoke clouds and bad smell, bad for asthmatics. (#992; 31-year-old Hispanic female, no current cigarette use, current e-cigarette use, United States) – I feel like [IQOS] dissipates a lot quicker than cigarettes smoke that really hangs in the air for a long time around people. (#450; 44-year-old NH White female, current cigarette and e-cigarette use, United States)
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– Maybe [IQOS] is less risky [than cigarettes] because there is less smoke, less passive smoking. I don’t remember if there’s smoke or not but if there is, I imagine there’s less.(#5; 32-year-old Arab female, current cigarette use, no current e-cigarette use, Israel) – From what I understand IQOS is not good, because none of these things are good but it’s less terrible than regular cigarettes. (#46; 31-year-old Jewish female, current cigarette and HTP use, no current e-cigarette use, Israel) – There’s also poison in IQOS but I feel that there’s no comparison. It doesn’t approach even ten percent of the damage of a regular cigarette does to me. (#47; 43-year-old Arab male, current cigarette and HTP use, no current e-cigarette use, Israel)
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| -Same harm |
– It would be the same effect [IQOS vs cigarette]. I know smoke comes [from IQOS] so that’s not good. There are chemicals you inhale from that device. It’d be safer to step away or go outside. (#762; 31-year-old NH Black male, current cigarette, e-cigarette, and HTP use, United States) – [IQOS] still has nicotine in it, and it’s still burning tobacco. So, the secondhand smoke would be the same [harm] as a cigarette. (#758; 44-year-old NH White male, current cigarette use, no current e-cigarette use, United States)
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– [IQOS and cigarettes] are pretty much the same. Regular cigarettes are burnt. Maybe it’s a little different with IQOS, but in the end, both products contain nicotine. (#5; 32-year-old Arab female, current cigarette use, no current e-cigarette use, Israel) – [IQOS and cigarettes] are both harmful… The harms of their second-hand smoke are the same as well. (#2; 27-year-old Arab female, current cigarette use, no current e-cigarette use, Israel)
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| Addictiveness |
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| -Same addictiveness |
– It’s probably on par with cigarettes, if there’s nicotine. (#139; 39-year-old NH Asian female, current cigarette and e-cigarette use, United States) – I started using vaping to get off cigarettes, but then I just started doing both, which made no sense. Think the similarity to [IQOS] vs. vaping is probably closer to tobacco use. The addiction is going to probably be there for just about anybody. (#833; 42-year-old NH White male, current cigarette, e-cigarette, and HTP use, United States)
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– I think it’s the same because the addictive substance, which is nicotine, exists here and there. (#14; 38-year-old Jewish female, current cigarette use, no current e-cigarette use, Israel) – I don’t think [IQOS] helps [in terms of addiction]. It still contains nicotine, so I don’t think it means you’d smoke less or more. (#9; 30-year-old Arab female, current cigarette use, no current e-cigarette use, Israel)
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| -Less addictive |
– [IQOS] isn’t really a product you would necessarily get addicted to. It’s more sort of like a helping aid, so I don’t think there’d be any problems there. (#992; 31-year-old Hispanic female, no current cigarette use, current e-cigarette use, United States) – I think that the real cigarettes are probably more addictive. It’s the real thing. It’s smoke as opposed to vapor, which I’m not positive how true that statement is. (#552; 27-year-old Hispanic male, no current cigarette use, current e-cigarette use, United States)
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– It would be easier [to quit IQOS] since cigarette addiction is beyond tobacco. It’s more about the experience, lighting it when you’re with friends, etc. IQOS doesn’t give you those things. (#9; 30-year-old Arab female, current cigarette use, no current e-cigarette use, Israel) – I don’t think a product like this will cause addiction. A person who is addicted seeks the hardcore thing. A person who has an addiction will go back to regular cigarettes. (#8; 30-year-old Jewish female, no current cigarette or e-cigarette use, Israel)
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| -More addictive |
– It seems more addictive, especially if there’s flavoring, like menthol and other flavors, I think it would be probably a little more difficult. (#840; 23-year-old NH White female, no current cigarette use, current e-cigarette use, United States) – I suppose [quitting IQOS] will be harder because it gives you the idea of being able to smoke without hurting yourself. (#986; 38-year-old Hispanic female, current cigarette use, no current e-cigarette use, United States)
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– Since it comes with flavors and it’s easier to use, it is also more tempting to use, and so overall, it’s harmful. (#19; 21-year-old Jewish male, current cigarette use, no current e-cigarette use, Israel)
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| Technology |
– [IQOS] is almost a vape pen. But they also say that it has a cleaner pull with traditional vape pens or traditional tobacco products, etc. (#626; 27-year-old Hispanic male, current cigarette, e-cigarette, and HTP use, United States) – [IQOS] is more sophisticated than cigarettes because you have to learn the technology. But I’m sure the curve isn’t that much steeper. Cigarettes, like Marlboro, are more of an analogue form of smoking vs. this technological device. (#131; 36-year-old NH White male, no current cigarette or e-cigarette use, current HTP use, United States)
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– It is attractive. It has a charger, a button to turn it on, and a button to clean the heating element. It is very attractive to the eye. (#13; 34-year-old Jewish female, current cigarette use, no current e-cigarette use, Israel)
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| Complexity |
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| -Less complex |
– [IQOS] looks easier to use because it looks like there’s an all-in-one device and there’s no lighter that’s necessary. (#358; 39-year-old NH Black male, no current cigarette use, current e-cigarette use, United States) – If you have everything charged and you have cartridges ready to go, then [IQOS] could be more convenient because you wouldn’t necessarily have to smoke regular cigarette, by which you have to go to a designated spot that allows it while most public places do not have one at this point in this country anyway. (#139; 39-year-old NH Asian female, current cigarette and e-cigarette use, United States)
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– I think it’s much easier. I don’t really know how you use it, but I assume that there’s a button to press and then you inhale or something like that. So, it seems much easier than a cigarette. (#19; 21-year-old Jewish male, current cigarette use, no current e-cigarette use, Israel)
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| -More complex |
– [Using IQOS] would be a little more difficult than regular cigarettes. You have multiple pieces, make sure it’s charged, and have full cartridges. IQOS is a little more work than a cigarette. (#139; 39-year-old NH Asian female, current cigarette and e-cigarette use, United States)
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– Regular cigarettes are more convenient. You don’t have to charge it and it’s more accessible, just pull it out and light it (#49; 35-year-old Arab female, current cigarette use, no current e-cigarette use, Israel) – You need to charge it, so that’s less convenient than a regular cigarette. You’ve got to calculate your usage in advance. It isn’t spontaneous. (#14; 38-year-old Jewish female, current cigarette use, no current e-cigarette use, Israel)
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| Cost |
– All depends on pricing. Like in some places, the brand of cigarettes I smoke is way cheaper than where I’m at. If I travelled out of state while I was having to get these here and go back home, but you can’t. So, it definitely has to be pricing and distribution, if anything that I can see [IQOS] compared to. (#739; 39-year-old NH Black male, current cigarette use, no current e-cigarette use, United States)
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– [IQOS] would be costlier than the traditional tobacco. I was a little hesitant how costly it would be. (#46; 31-year-old Jewish female, current cigarette and HTP use, no current e-cigarette use, Israel)
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| Smell |
– [IQOS] is for somebody who wants to be able to do use it without smelling like smoke, and those who still want the flavors and the buzz of nicotine without having the smoke smell. (#360; 30-year-old NH White male, non-current cigarette use, current e-cigarette use, United States)
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– The smell of [IQOS] smoke doesn’t stick to you. (#14; 38-year-old Jewish female, current cigarette use, no current e-cigarette use, Israel)
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| Environmental harms |
– In terms of the environment, with cigarettes, people chuck the butts on the ground and they don’t biodegrade. In that sense, [IQOS] could be better although I don’t know what happens to the heatsticks once they’re used. They probably also go in landfills, but the rechargeable piece is nice. Anything that’s reusable is a bonus. (#139; 39-year-old NH Asian female, current cigarette and e-cigarette use, United States)
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– Ecologically, people who really want to be more ecological would try it. They maybe pollute the environment less—less gross cigarette butts on the floor. (#44; 24-year-old Jewish male, no current cigarette or e-cigarette use, Israel)
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| Comparisons to e-cigarettes |
| Harm to health |
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| -Same harmfulness |
– [IQOS and e-cigarettes] have their consequences and negative impact. All of them are very similar. (#986; 38-year-old Hispanic female, current cigarette use, no current e-cigarette use, United States) – In the second-hand exposure, they both [IQOS and e-cigarettes] give out little vapors. So, I don’t think one will be more harmful than the other. (#115; 32-year-old NH Black male, current cigarette use, no current e-cigarette use, United States)
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– The similarity [between e-cigarettes and IQOS] is that because nicotine enters the body in vapor form, so it seems to me it’s the same issue. (#14; 38-year-old Jewish female, current cigarette use, no current e-cigarette use, Israel)
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| -Less harmful |
– A difference is one [e-cigarettes] burns a liquid, one [IQOS] burns tobacco. IQOS wouldn’t leave the condensation in your lungs. It’s actual tobacco that’s burnt, so it would be a little bit safer. (#758; 44-year-old NH White male, current cigarette use, no current e-cigarette use, United States) – With IQOS’ technology, [IQOS] is way better and more advanced than e-cigarettes. It’s like have a healthier alternative and experience vs. other ones where you’re blowing in random stuff. (#992; 31-year-old Hispanic female, no current cigarette use, current e-cigarette use, United States)
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– I’m not sure if I understand correctly but as far as I know, electronic cigarettes are far more harmful [than IQOS], or at least they used to be. Each time a new product is released, we think it’s better than regular cigarettes, but these products are always more harmful. (#2; 27-year-old Arab female, current cigarette use, no current e-cigarette use, Israel) – The vape is much more harmful. From what I understand, vaping is based on evaporation, and in the end, can cause Oedema. IQOS heats tobacco, and doesn’t cause oedema… (#46; 31-year-old Jewish female, current cigarette and HTP use, no current e-cigarette use, Israel)
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| -More harmful |
– [IQOS] is much more significant in terms of potential harm to other people, because there’s smoke that’s expelled from this device rather than vapor that’s expelled from e-cigarettes. (#784; 38-year-old NH White female, no current cigarette use, current e-cigarette and HTP use, United States)
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– I would assume it is more harmful than electronic cigarettes with liquid. Feels as if the liquid is less harmful. (#19; 21-year-old Jewish male, current cigarette use, no current e-cigarette use, Israel)
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| -Uncertain |
– There should be case studies and trials done to have a better understanding of what [IQOS] is and what it can do, especially with children. (#131; 36-year-old NH White male, no current cigarette or e-cigarette use, current HTP use, United States)
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– [IQOS] would be kind of a newer device. So, if you’re into vaping, it might be a good option, but I would want to know more. (#19; 21-year-old Jewish male, current cigarette use, no current e-cigarette use, Israel)
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| Addictiveness |
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| -Same addictiveness |
– Sickness wise, could be the same depending on a person’s tolerance. I want to say addiction to it was the same and that’s part of your tolerance too. Having that addiction to something, you want to do it more or you need more of it. So, they (IQOS and e-cigarettes) are about the same. (#758; 44-year-old NH White male, current cigarette use, no current e-cigarette use, United States) – I think they (IQOS and e-cigarettes) probably still all have the ingredients and the nicotine, even though they say e-cigarettes are not as addictive. (#545; 45-year-old Hispanic female, no current cigarette or e-cigarette use, current HTP use, United States)
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– I think the addiction would be the same, but perhaps quitting IQOS could be more difficult since I think it contains more nicotine. (#9; 30-year-old Arab female, current cigarette use, no current e-cigarette use, Israel)
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| -Less addictive |
– Probably the e-cigarettes are more addictive, just because I feel like juice would be more concentrated and these sticks (IQOS) aren’t even burned. (#552; 27-year-old Hispanic male, no current cigarette use, current e-cigarette use, United States) – IQOS would be less addictive because it has the natural ingredient in it vs. something processed. The liquid and the tobacco, that’s totally two different things. Give me the tobacco plant. (#739; 39-year-old NH Black male, current cigarette use, no current e-cigarette use, United States)
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– I assume [IQOS] is less addictive [than e-cigarettes] because liquid is a bit more tempting. You can go around with a little bottle, simply fill up all the time. But with tobacco sticks, it’s a little less tempting to constantly replace them. (#19; 21-year-old Jewish male, current cigarette use, no current e-cigarette use, Israel) – I think it would be the same, or perhaps quitting IQOS could be more difficult since I think it contains more nicotine. (#9; 30-year-old Arab female, current cigarette use, no current e-cigarette use, Israel)
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| Technology |
– Its technology is not as useful as e-cigarettes. (#4; 45-year-old NH Black female, no current cigarette or e-cigarette use, current HTP use, United States)
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– IQOS is kind of just another one of those electronic cigarettes. It seems like there’s so many different ones out there. There are so many different brands of cigarettes. And now it just seems like there’s so many different brands of e-cigarettes or whatever you want to call them. (#23; [age not provided] Jewish female, current cigarette use, no current e-cigarette use, Israel)
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| Complexity |
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| -Equal complexity |
– You use both of them [IQOS and e-cigarettes] the same way. It’s just your preference that you want the liquid or you prefer the actual product with the nicotine in [IQOS]. (#739; 39-year-old NH Black male, current cigarette use and non-current e-cigarette use, United States) – I think [IQOS] is just as easy [e-cigarettes]. You can get different levels of nicotine. So, if this product offered that same option, I think they are equal in terms of ease of vaping. (#368; 45-year-old NH White male, no current cigarette use, current e-cigarette use, United States)
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– It’s the same thing if we’re talking about those that are rechargeable. Both of them have this issue of charging [IQOS and e-cigarettes]. (#14; 38-year-old Jewish female, current cigarette use, no current e-cigarette use, Israel)
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| -Less complex |
– I feel like this (IQOS) would be way easier to use [vs. e-cigarettes] having to unscrew like tops and pour liquid down. So, I would definitely prefer this. (#992; 31-year-old Hispanic female, no current cigarette use, current e-cigarette use, United States) – It looks like [IQOS] is more portable [than e-cigarettes]. It doesn’t look like as big and bulky like the other ones that’s out. (#739; 39-year-old NH Black male, current cigarette use, no current e-cigarette use, United States)
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– I think it’s a bit easier to use, this device, because here you just insert the tobacco stick, turn the device on, and it heats. It doesn’t seem too hard to operate. (#8; 30-year-old Jewish female, no current cigarette or e-cigarette use, Israel)
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| -More complex |
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– E-cigarettes are easier [to use than IQOS] because you have to charge the IQOS when the battery runs out. You don’t have to do that with e-cigarettes. You just get a new one when it runs out. (#49; 35-year-old Arab female, current cigarette use, no current e-cigarette use, Israel) – Regular e-cigarettes are easier [to use than IQOS]. It’s easier to fill with liquid by simply attaching the bottle to the vape rather than replacing a tobacco stick. (#19; 21-year-old Jewish male, current cigarette use, no current e-cigarette use, Israel)
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| Willingness to try IQOS |
| Willing |
I like the look, the design, the little charger, the pack, and everything. It looks cool and neat. I would definitely try it if given an opportunity. (#833; 42-year-old NH White male, current cigarette, e-cigarette, and HTP use, United States)
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– [IQOS] looks modern. I like the different colors. It’s portable. You can carry it and people wouldn’t know what it is. I would be curious about it if I saw it in real life. (#626; 27-year-old Hispanic male, current cigarette, e-cigarette, and HTP use, US)
– With the look and design, I would want to try it and see if it has a better pull, try the flavors, or things like that, to see how it works. That piqued my curiosity. (#635; 24-year-old Hispanic male, no current cigarette use, current e-cigarette use, United States)
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– I would try it to see if it could be something to replace cigarettes for me, or I would try to see what it is like, how it feels, heating the tobacco. (#17; 24-year-old Jewish female, no current cigarette or e-cigarette use, Israel) – I considered buying [IQOS] and trying it because I thought it might be less harmful so I thought I could transition to IQOS… I’d be open to trying it. (#9; 30-year-old Arab female, current cigarette use, no current e-cigarette use, Israel)
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| Conditionally willing |
– It sounds a little bit different [than other tobacco products]. I’d need to hold it, see it, and try it to understand how it works. I would try it if it was affordable. (#395; 39-year-old NH White female no current cigarette use, current e-cigarette use, United States) – It’s it really depends on it depends on the flavors. And obviously the nicotine content and the heatstick. (#358; 39-year-old NH Black male, no current cigarette use, current e-cigarette use, United States) – I am not sure that I would buy [IQOS]. But if a friend had one, I would definitely want to try it. (#450; 44-year-old NH White female, current cigarette and e-cigarette use, United States)
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– I would try if I see it at a friend’s but I wouldn’t buy one specially. But I’ve taken a draw here and there from vaping and that’s nice. It has a pleasant flavor and I would be interested to know how it feels compared with vape. (#19; 21-year-old Jewish male, current cigarette use, no current e-cigarette use, Israel)
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| Unwilling |
– [IQOS] just seems too complicated. It wouldn’t be something I would be interested in. (#358; 39-year-old NH Black male, no current cigarette use, current e-cigarette use, United States) – If [IQOS] has nicotine, it’s still dangerous. So, I don’t know what they trying to do and it wouldn’t be something I want to try. (#334; 39-year-old NH Black male, current cigarette use, no current e-cigarette use, United States)
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– [I will not try it] because the exhausting and oppressive part is the financial expense, so I’m not going to give up cigarettes to take on another expense on another product. (#23; [age not provided] Jewish female, current cigarette use, no current e-cigarette use, Israel) – No, even though [IQOS] was recommended for me, but I personally didn’t connect to it. So, I won’t try it. (#10; 25-year-old Jewish female, current cigarette use, no current e-cigarette use, Israel)
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