Measuring What Consumers Think, Feel and Do | #GFN26ScienceLab

Understanding what consumers think, feel, and do is essential to generating robust evidence on tobacco and nicotine products. In this GFN Science Lab session, Christelle Chrea discusses the role of consumer-reported outcome measures (CROMs) in tobacco and nicotine research, and the challenges involved in measuring consumer perceptions, behaviours, and experiences. The session explores the distinction between descriptive measures, which capture observable behaviours such as product use and frequency, and psychometric measures, which assess underlying constructs such as risk perception, dependence, and other cognitive, perceptual, and affective dimensions.