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Global Tobacco Brand Research

Decoding the Emotional Impact of Reduced-Risk Products through Biometric Research

No. of Participants:

2 participants (Male & Female)

​Nature of Event:

Pilot Research Study

Products Used:

Upmood Watch, Upmood Insight

Metrics Collected:

Mood, Stress level, BPM, HRV 

As a prominent force in the global tobacco sector, they are currently spearheading a major strategic shift toward the development and promotion of Reduced-Risk Products (RRPs). Through their specialized Learning Lab, the company focuses on scientific innovation and research to understand the physiological and psychological impacts of their products.


The partnership with Upmood was established to explore the complex relationship between the use of RRPs and the user’s emotional and stress levels. By integrating biometric monitoring, the goal is to develop robust proofs of concept that move beyond traditional consumer surveys, providing a data-driven understanding of how these products influence a user's internal state in real time.


Proving the Concept of Emotional Correlation

The engagement began with "Phase 0," a foundational research stage designed to test the feasibility of gathering high-fidelity emotion data during controlled product use. A team of researchers utilized Upmood Watches and the Upmood Mass system to monitor participants—including long-term smokers (10+ years)—as they engaged with E-Cig devices (HEETS IQOS Lil SOLID).


The process followed a strict 28-minute protocol: a 5-minute baseline "warm-up" while participants completed questionnaires, followed by a controlled 10-minute smoking period (two consecutive E-cigs), and concluding with a 5-minute post-session rest. By capturing continuous Heart Rate Variability (HRV) data throughout these stages, the research team could observe exactly how the act of smoking RRPs interacted with the participants' nervous systems under a controlled environment with minimal external variables.



Why Upmood?

Upmood’s technology provided a unique window into the immediate, "first-puff" effects that are often missed by retrospective research methods. To quantify the physiological drivers of behavior without disrupting the natural experience, the research team used Upmood’s ability to measure stress and valence levels through wearable sensors. The Upmood Watch offered a professional form factor that ensured high compliance, while Upmood Mass allowed for synchronized, simultaneous data collection across participants. This real-time visibility was essential for the Learning Lab to validate how specific nicotine delivery profiles (0.5g nicotine/5.3g tobacco mix) correlate with emotional shifts like "Calm," "Pleasant," or "Excitement" compared to baseline stress levels.


Figure 1: Participant 1 Biometric Profile (Male, 39) Real-time emotion and stress tracking for Participant 1 shows a dominant state of 'Calm' (50%) and 'Pleasant' (25%) throughout the smoking session. Notably, the stress level chart displays a periodic modulation, while the emotion timeline indicates a peak in positive valence coinciding with the controlled smoking period.
Figure 1: Participant 1 Biometric Profile (Male, 39) Real-time emotion and stress tracking for Participant 1 shows a dominant state of 'Calm' (50%) and 'Pleasant' (25%) throughout the smoking session. Notably, the stress level chart displays a periodic modulation, while the emotion timeline indicates a peak in positive valence coinciding with the controlled smoking period.
Figure 2: Participant 2 Biometric Profile (Female, 33) Participant 2 exhibited a more varied emotional distribution, with 'Confused' (33.3%) and 'Pleasant' (16.7%) being the primary states. The data captures a steady stabilization of stress levels at a 'Normal' baseline during the 10-minute activity, illustrating the immediate physiological impact of the RRP on the user’s internal state.
Figure 2: Participant 2 Biometric Profile (Female, 33) Participant 2 exhibited a more varied emotional distribution, with 'Confused' (33.3%) and 'Pleasant' (16.7%) being the primary states. The data captures a steady stabilization of stress levels at a 'Normal' baseline during the 10-minute activity, illustrating the immediate physiological impact of the RRP on the user’s internal state.

Key Outcomes and Results

The Phase 0 findings provided significant preliminary evidence regarding the emotional impact of RRPs:


  • Strong Valence Correlation: The data revealed a strong correlation between emotional valence (the positivity of the mood) and the smoking activity.

  • Immediate First-Puff Effect: Researchers identified an immediate physiological and emotional effect at the moment the first puff was taken, highlighting the rapid response of the user's emotional state.

  • Quantifiable Stress Reduction: The pilot successfully mapped the decrease in stress markers during product use, providing a baseline for the brand's innovation team.

  • Successful Proof of Concept: The project demonstrated that biometric wearables are a viable approach for collecting reliable emotion data in a research setting, paving the way for further exploration.


Conclusion

This collaboration has successfully demonstrated that emotion monitoring can provide deep, actionable insights into consumer habits and product interaction. By leveraging Upmood’s technology, the company’s Learning Lab has moved closer to creating a data-driven framework for evaluating Reduced-Risk Products. This partnership highlights the power of Upmood in research and development, helping organizations innovate through a deeper understanding of human emotion and well-being.


Thank you!

We extend our sincere thanks to the Learning Lab and the research team for their commitment to scientific innovation and for choosing Upmood to help decode the future of reduced-risk experiences.


If you're interested in conducting your own research study or trying out Upmood products, please send us an email at support@upmood.com


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