White Cloud Electronic Cigarettes is pleased to announce the signing of a research partnership agreement with the University of South Florida’s (USF) Marketing Department.
As part of the agreement, marketing faculty at USF’s College of Business will conduct a study of the perceptions, barriers and transitional comments for smokers moving to the potentially less harmful alternative of electronic cigarettes.
The purpose of this research study is to gain insight into a new segment of consumers who are adopting “vaping” behaviors instead of smoking. The research conducted by USF’s College of Business will encompass both qualitative and quantitative consumer studies via focus groups, interviews and surveys of adult smokers.
The project team from USF includes Professor Paul Solomon, Ms. Carol Osborne, Instructor, and Dr. Anand Kumar, Associate Professor and Chair of the Marketing Department. The faculty team’s research interests cover areas such as brand strategies, marketing communications’ effectiveness and consumer reactions to new technology products and services.
“From a marketing researcher’s perspective, this is an interesting time in the life of a product,” said Anand Kumar. “The e-cigarette product category is seeing an explosive growth right now. It is not clear whether this growth is the result of rapid adoption by innovators and early adopters that might soon level off or whether there is more widespread adoption by smokers. There is a lot of interest in understanding consumer motivations underlying adoption of this product and limited research that has been carried out on this aspect of the e-cigarette market place.”
In addition to business development, White Cloud Electronic Cigarettes is committed to the growth of the local area and is looking forward to working with a credible partner to make an investment in the community while accessing talent from USF staff, students and faculty.
“At White Cloud, we develop products based upon consumer insight, integrated with a strong focus upon science, innovation and efficacy,” said Robert Burton, Director, Corporate & Regulatory Affairs. “We target our products at adult smokers looking for an alternative to existing combustible products as well as existing electronic cigarette users looking for better quality products.”
This is the initial phase of what both sides hope will be a long-term relationship between USF and White Cloud. The results of the research studies will be announced and published when available.