`
`Exhibit 30
`Public Redacted
`Version
`
`
`
`Case 1:20-cv-00393-LMB-WEF Document 1462-29 Filed 04/05/23 Page 2 of 3 PageID# 39874
`
`Philip Morris Products S.A.
`2020 Annual Report for PM0000424, PM0000425, PM0000426 & PM0000479
`Annex 14: Smumazy of Consumer Evaluation Studies
`
`Confidential
`Page 1 of 15
`Version 1.0
`
`Annex 14:
`Summary of Consumer Evaluation Studies
`
`CX-0614C
`
`Product
`
`Marlboro HeatSticks
`
`Marlboro Smooth Menthol HeatSticks
`
`Marlboro Fresh Menthol HeatSticks
`TQOS System Holder and Charger
`
`FDASTN
`
`PM0000424,PM0000425,PM0000426,PM0000479
`
`Reporting Period
`
`April 30, 201 9 - February 29, 2020
`
`TABLE OF CONTENTS
`JQOS CONSlJMER RESEARCH OVERVIEW .... .. ........ ........ .................................. 2
`1.
`JQOS Qualitative Short Home Use Study ....................................................................... .... 3
`IQOS Extended Home Use Test (eHUT) ............................................................................ 5
`IQOS Product Ethnography ...................................... ......................................................... 7
`JQOS vs. Eclipse Study ............................................. ....................................................... 10
`JQOS Insiders Qualitative Study ........................................... ........ ...... ....... ....................... 13
`IQOS Quality of Awareness Study ................................................................................. .. 15
`
`Confidentiality Statement
`Data and information contained in this document are considered to constitute trade secrets and confidential commercial
`infonnation, and the legal protections provided to such trade secrets and confidential information are hereby claimed under
`the applicable provisions of United States law. No pan of this document may be publicly disclosed without the w11tte11 consent
`of PhilipMonis lntemational.
`
`CONFIDENTIAL BUSINESS INFORMATION, SUBJECT TO PROTECTIVE ORDER
`
`PMP _ITC01 866944
`
`
`
`Case 1:20-cv-00393-LMB-WEF Document 1462-29 Filed 04/05/23 Page 3 of 3 PageID# 39875
`
`Philip Morris Products S.A.
`2020 Annual Report for PM0000424, PM0000425, PM0000426 & PM0000479
`Annex 14: Smumazy of Consumer Evalu ation Studies
`
`Confidential
`Page 11 of 15
`Version 1.0
`
`For Eclipse, participants appreciated the cigarette-like look and feel in hand, but this appeared
`to set higher performance expectations of a combustible cigarette-like experience. Therefore,
`disappointment was greater after trial.
`
`Eclipse underperformed on most attributes compared to their regular combustible cigarettes.
`Barriers to Eclipse use included difficulty to light/keep lit/extinguish; inconsistency of taste
`and satisfaction during the experience; duration of the experience; and lack of control over
`experience (relight).
`
`Confidentiality Statement
`Data and information contained in this document are considered to constitute trade secrets and confidential commercial
`infonnation, and the legal protections provided to such trade secrets and confidential information are hereby claimed under
`the applicable provisions of United States law. No pan of this document may be publicly disclosed without the w11tte11 consent
`of PhilipMonis lntemational.
`
`CONFIDENTIAL BUSINESS INFORMATION, SUBJECT TO PROTECTIVE ORDER
`
`PMP _ITC01866954
`
`
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