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Living and Breathing Quit-Smoking Journeys: Using online communities and behavioural economics to reduce adult smoking in Greater Manchester
Irina Dimitriade (Mustard)
Mustard was commissioned by the Greater Manchester Health and Social Care Partnership to conduct research on smoking behaviours within the Greater Manchester region. During this session Irina Dimitriade takes you on a journey to show how the perfect combination of methods and theory enabled them to unearth how smokers make sense of their (quit)smoking journeys, extract authentic insight from an incredible amount of meaning generated as well as help drive impactful change in our region. This was one of the most fascinating projects Irina has worked on, and she’s very excited to talk you through her experience.
