Respondents who reported having chewed BQ for the past 6 months at the time of recruitment were defined as Current BQ chewers. Respondents who did not chew BQ for the past 6 months at the time of recruitment but reported chewed BQ in the past for more than 1 year were defined as Former BQ chewers. Informed consent was obtained from all subjects, who participated in fifteen in.depth face.to.face interviews and four focus groups, each lasting approximately 60 minutes. Eligible participants were asked to complete a short questionnaire designed to gather data on demographic information, past or current use of cigarettes and alcohol and patterns of BQ use (age of initiation, number of BQ used per day and previous quit attempts). Focus groups were conducted in four different age groups (20-29 years, 30-39 years, 40- 49 years and .50 years) in order to account for an age-wise perspective of the behaviour. Individual interviews and focus groups were conducted simultaneously, mainly due to time restraints. This strategy also improved the recruitment rate as some participants could not attend the focus groups at the scheduled time, but were willing to contribute to the study by participating in the individual interviews.