How Pfizer used Behavioral Science to Help Smokers Quit

The Challenge

she could either kill the product or…could she turn it into part of a successful smoking cessation service?

Smokers Have Intentions to Quit

The Disconnect Between the SAY and the DO Data

What was driving the smoker’s reluctance to try again?

The Fear of Failure

One of the key challenges they identified was the fear of failure

The “Lurking Fear”

…reframing the service as a gym membership instead of a medical intervention

A Friend in the Quest to Quit

The Creation of Active Stop

Decoding the Why — How Behavioral Science is Driving the Next Generation of Product Design

Decoding the Why Book

Entrepreneur blending behavioral economics, data and technology to help changemakers inspire and move people to action. Co-founder @creativesci & member @yec.

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