Insight into poverty: How to approach consumers in crisis
Katarzyna GawlikTNS, PolandBeata GersBritish American Tobacco, Poland
CONTEXT AND METHODOLOGY OF THE RESEARCH PROJECT
This article constitutes the aftermath of an extensive research project conducted by TNS Poland on behalf of BAT Poland in summer 2011. The project's goal was to provide information regarding the group of poorest tobacco-smoking Poles. Wide-scale exploratory research was carried out for this goal, covering not only smokers but, more generally, developments related to poverty in Poland. Four in-depth expert interviews were conducted (with sociologists Professor Janusz Czapinski, UW, and Professor Elzbieta Tarkowska,...