Christelle Chrea
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      Dr. Christelle Chrea

      PhD in Food Sciences

      Manager Behavioral Sciences

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      Christelle is Manager Behavioral Sciences, leading consumer-centric research programs to support PMI’s strategy. She holds a PhD in Food Sciences from the University of Burgundy, France, and is currently enrolled in a postgraduate program in Epidemiology at Johannes Gutenberg University Mainz, Germany.

      Christelle joined PMI in 2010 and one of her key responsibilities is advancing the development of reliable, valid, and fit-for-purpose consumer-reported outcome measures (CROM) through the ABOUT™ Toolbox initiative, to support smoke-free products’ assessment and message substantiation strategies. She has been the coordinator and chair of the CORESTA CROM Taskforce since November 2018. This inter-industry consortium aims to establish best practices and guidelines for the integration of CROM in tobacco regulatory research.

      Latest Publications

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      Reduced Risk Products ("RRPs”) is the term we use to refer to products that present, are likely to present, or have the potential to present less risk of harm to smokers who switch to these products versus continuing smoking. PMI has a range of RRPs in various stages of development, scientific assessment and commercialization. All of our RRPs are smoke-free products that deliver nicotine with far lower quantities of harmful and potentially harmful constituents than found in cigarette smoke.