Research Proposal (Assignment 5 semester 2)
Title
Further investigation into people’s relationships with smoking.
Aims & Objectives
The aim of this research is to establish an extensive bank of valuable information that can be used to develop more effective campaigns and techniques for the cessation of smoking. This information will be collated using various design tools to create effective and accessible resources. We will achieve this by using a combination of semi-structured interviews alongside detailed observations of those who have been smoking (socially or heavy) for 2 years or more.
Background
This research has been instigated as a result of continued investigation into smoking; its users and the existing, often unsuccessful cessation programs. We hope the research will be used to inform those developing cessation programs of the motives and reasons behind individual smoking behaviour so that programs and advertising can be developed to achieve a higher success rate. The knowledge gained may be used to provide a greater understanding of areas related to smoker addiction that have not been explored in depth but have a substantial impact on the effectiveness of cessation.
Interest in this area stemmed from the reading of “The Tipping Point” by Malcolm Gladwell. In chapter 7 in particular he discusses the distinct personality type associated with smokers; as well as the significance of peer and psychological factors in relation to an individual’s dependency on smoking. Psychologist Hans Eysenck identified a specific personality type found within heavy smokers characteristics of which include being sociable, impulsive and aggressive. I have witnessed evidence of this within the research I have done so far.
A key driver for this research comes from a developing awareness that current cessation methods are not successful. This may be because they are not targeting the correct demographic, that the techniques are not suitable or that they are not tackling the real issues behind the smoking. There have been countless reports on the continuous failings of anti-smoking campaigns worldwide. Research such as that done by Glantz, S and Ling, P in 2004 found that current anti-smoking campaigns are ignoring a whole generation whilst allowing tobacco companies themselves to target them with advertising.
The existing literature and research surrounding smoking addiction demonstrates the complexity of this subject. It includes factors such as the prominence of a smoker’s personality, the relationship between smoking and depression, smoking and stress and the impact of social situations on smoking habits. This demonstrates the necessity of further research of the personal aspects of smoking if the effective cessation techniques are going to be developed.
Methodology
This information will be gathered in the following ways.
Interview:
* Semi-structured interview technique * Existing framework from previous research * Gather detailed general information including: age, occupation, gender, marital status, education etc * Taken before observations.
Observations:
* Over 2 days – one midweek and one weekend (in order to observe the participant in different circumstances and situations) * To contain general notes of daily routine, paying particular attention to when the participant smokes (for example the time of day, location, what has occurred before/after smoking etc) * Observations recorded as notes and sketches where appropriate (paying attention to facial expressions and physical emotional responses)
Ideally a team would be used to carry out this research to deal with the work load. This would also allow for greater consistency with the results as participants would be able to be observed on the same days so external factors, for example weather, would be the same for all participants. This would require a scripted interview and an agreed way of working. Also, by only each interviewer/observer concentrating on the one individual the participant will be more relaxed and natural in their environment leading to more accurate results. This is due to, although reserved, personal relationships they would form with a participant which would minimise discomfort and unease. The research team would need a thorough briefing on all the previous research and its conclusions so that they understand what information and observations are important. It is vital they understand that anything, even the smallest detail can be a triumph for the development of design thinking.
From the information acquired detailed personas could be developed representing key characteristics identified through the research. These could then be used to identify what areas could be targeted as a basis of new or improved cessation techniques. Analysing the results would be an ongoing process, adopting many techniques to explore all information to its full potential.
The use of qualitative research techniques is important for this study as it provides a body of information that allows a researcher to see the situation through a participant’s experience. It also allows the process to have a degree of flexibility. Qualitative research is extremely effective for observing social situations, however it has a high level of subjectivity which can make it hard to generalise the data. Although quantitative techniques tend to yield a more accurate set of statistics its lack of human interaction and inability to reflect real life would not be suitable for acquiring the information intended to come from this research. After taking all this into consideration, it is clear that a qualitative line of research will be most effective for this research proposal.
Participants would be recruited by advertising in local and university publications for suitable candidates. The information in the advertisement would be limited to avoid influencing the participants. The individuals would represent ages that span from adolescents to the elderly.
A great deal of research into the effects of smoking has been qualitative but there are fewer examples of research exploring the individual’s actual relationship with smoking. Where it would be necessary for an in depth exploration of users this would not be effective.
Significance
It is evident that personal relationships surrounding smoking is under researched and that current methods of cessation are not having their intended impact. By detailed research and increased knowledge of the background to people’s smoking and the social habits that accompany the addiction, we aim to contribute to the development of successful cessation methods.
Bibliography
Gladwell, M. (2000) The Tipping Point, Little Brown, Great Britain.
Glantz, S and Ling, P. (2004) “Tobacco Industry research on smoking cessation. Recapturing young adults and other recent quitters”, Journal of General Internal Medicine, vol. 19, no. 5, p.419-426