Gen 5 · switching jobs · Respondent 19 · Cigarette only · 13:34 · Intent: Try

Evidence-coded interview report

One interview, coded field by field. Nothing is written unless a participant said it, and anywhere the interview never answered the question the field says so rather than being filled in.

Interview ID: interview-gen5-switching-jobs-1788926759021-jhnhpj

Language note: no English-language report was supplied for this study. This page is coded directly from the interview itself, and the quotes are the participant's own words as spoken.

At a glance

13:34

Interview length

Coded sections

Findings supported by a quote

Fields left open

Finding backed by the participant's own words Question never answered in the interview

Executive summary

—Sam is a cigarette-only smoker on KOOL, kept there by one thing: the mint taste. Smoking is confined to bars.
—The job, unprompted, is relaxation with friends — talk, drink, laugh — not the smell problem the platform leads with.
—Both situations shown were read as advertising rather than lived: the waiting scene was rejected outright ("I only smoke in the bar"), the workplace one understood but called not correct.
—Taste is where the message lands. TST A and FCTN A both end in "I would try", and the ability to change the taste makes FCTN A the most attractive execution.
—TST C misfires — the nature framing is called ridiculous because cigarettes are not a healthy thing.
—Left open: past product use, credibility for TST A and FCTN A, and a named least-relevant execution.

Methodology

A single in-depth interview of 13:34, run to the switching-jobs discussion guide: everyday context, current and past product use, unaided switching jobs, two participant-selected situations, then barrier-matched executions and a final comparison.

Coding is quote-first. A field is only written up when a verbatim carries it; the verbatim is printed underneath so the reading can be checked against the source. Where the interview never produced an answer, the field reads “No supported finding captured” — nothing is completed from context, tone or the moderator's phrasing.

Congruence, satisfaction and importance are captured per moment and reported separately, below the coded evidence. They order the material; they are never used as the finding itself.

One interview, one respondent. It is working material for research professionals feeding a human-authored report, not a standalone or representative result.

Coding checks · Complete

—The participant did not describe past product use.
—The participant did not provide a clear unaided reason for remaining with the current product beyond identifying it as KOOL and describing it as a Japanese nicotine product.
—The participant did not explicitly state a desired switching outcome for a new smoking product; comments about relaxation alternatives, mint taste, and changing taste are reported separately.
—The participant said the waiting context was not a situation they have because they only smoke in bars.
—No explicit credibility assessment was given for Tst-A or Fctn-A.
—The final comparison elicited the most relevant execution only; it did not elicit a least relevant execution or a direct final comparison of switching potential.

Everyday context

Daily routine

Sam works from home as an IT engineer, describes the day as stressful, and says relaxation happens at night, with evenings including friends, smoking, drinking, poker, and watching baseball at a bar.

“I'm working from home as an IT engineer”
“my day is um pretty much uh stressful”
“sometimes I smoke. Um, with my friend and uh talk”
“watching a baseball game on TV”

Current product use

Product and repertoire

Sam says they smoke KOOL, described as a Japanese nicotine product, and only smoke in bars.

“I smoke, ah, the Kol KOOL.”
“It's a Japanese, um. Japanese one.”
“I only smoke in the bar.”

Past product use

Prior products

Not captured

No supported finding captured.

Unaided switching jobs

Job to be done

Unaided, Sam describes smoking with friends, talking, drinking, and laughing as a way to get relaxed, and also names watching baseball and talking with people at a bar as another way to get relaxed.

“Usually I do smoke with my friend”
“I finally I get reacts.”
“another way to get reacts”
“watching a baseball game on TV”

What keeps the current product in place

Sam identifies KOOL as the product used and says the reason for liking it is its mint taste.

“I smoke, ah, the Kol KOOL.”
“the reason why I like Co, the product, um, is just the taste of mint.”

Desired switching outcomes

Sam says they would want to know whether another product has a mint-like taste and expresses interest in being able to change the taste.

“I'm wondering that product have a mint-like taste or not.”
“I can change the taste”

Selected situation — Waiting

Read as an ad

Push

Sam says smoking people are friendly, characterizes non-smokers as annoying, and interprets the image as showing a non-smoker for whom smoking is wasting time, calling this kind of situation difficult.

“the smoking person are very friendly”
“non smoker, it's, it's very annoying”
“for her, the smoking is just wasting time.”
“it's, it's, it's, it's difficult”

Pull

Sam says some non-smokers do not accept smoking even when it is a nicotine product or vape, calls the image not right, and says they only smoke in bars and do not have this kind of situation.

“some, some non-smokers, uh, To not to smoking, even nicotine product, uh, even the vape.”
“this is not the right image.”
“I do not have this kind of situation because I only smoke in the bar.”

Selected situation — Workplace

Read as an ad

Push

Sam says non-smokers are nervous about the smell from cigarettes or nicotine products, understands the situation, and tries to avoid smoking in the office, only smoking in bars.

“non-smokers are very nervous to um The smell from cigarette. Or nicotine product.”
“I can, I can understand this situation.”
“I try to avoid smoking in the office”
“I only smoke in, in, in, in the bar”

Pull

Sam says the image is not correct because non-smokers are very sensitive to smell from the product.

“This is not correct.”

TST A

Barrier-matched execution

Message taken

Sam identifies the execution as a vape and says it focuses on taste.

“it's a babe.”
“it focus, focus on the taste”

Relevance

Sam says they care about taste, likes the current product's mint taste, and wonders whether this product has a mint-like taste.

“I'm very care about other taste”
“the reason why I like Co, the product, um, is just the taste of mint.”
“I'm wondering that product have a mint-like taste or not.”

Credibility

Not captured

No supported finding captured.

Effect on switching

Sam says they would try it.

“I would try.”

TST C

Barrier-matched execution

Message taken

Sam says the taste is like American Spirit and describes the execution as presenting a taste from nature.

“I can feel the taste is like, um. Right. American spirit.”
“taste from nature”

Relevance

Sam says the picture is not right.

“I don't think this, this is not the right picture.”

Credibility

Sam says the execution is ridiculous because cigarettes are not healthy.

“It's ridiculous because um the cigarette is not healthy thing”

Effect on switching

Not captured

No supported finding captured.

FCTN A

Barrier-matched execution

Message taken

Sam takes away that they can change the taste.

“I can change the taste”

Relevance

Sam says it is better than the nature picture and that the ability to change taste is what attracted them most.

“it's better than a nature picture.”

Credibility

Not captured

No supported finding captured.

Effect on switching

Sam says they would try it.

“I would try.”

Final comparison

Most relevant

Sam selects the last execution, Fctn-A, as the most attractive because they can change the taste.

“The last one.”
“I can change my taste”
“This is the most. attractive one to me.”

Least relevant

Not captured

No supported finding captured.

Switching potential

Fctn-A has explicit stated trial interest; Sam also selected it as the most attractive in the final comparison.

“I would try.”
“This is the most. attractive one to me.”

Supplementary metrics

Congruence, satisfaction and importance are shown alongside the coded evidence, never in place of it. They order the material; the quotes above are what the finding rests on.

Moment	Timecode	Congruence	Satisfaction	Importance
context-overview	03:16 - 04:08	20%	27%	—
3-PS	04:13 - 05:43	10%	51%	25%
3-PL	05:54 - 06:19	25%	23%	20%
2-PS	06:24 - 07:18	45%	36%	10%
2-PL	07:26 - 07:44	65%	40%	55%
Tst-A	07:50 - 08:52	80%	10%	65%

Scope note: this is working material for research professionals — it feeds a human-authored report rather than standing as one.