Christelle Chrea holds a PhD in Food Sciences from the University of Burgundy in France. Trained as a behavioral scientist, she has extensive technical expertise in the design, development and piloting of innovative human-centred methodologies to drive clinical evidence strategies and product innovation. She has 15+ years international experience in regulated consumer products industries.
Christelle Chrea is Principal Scientist – Consumer Sciences at Philip Morris SA – Switzerland. In collaboration with international experts in patient-reported outcomes (PRO), Christelle Chrea and her colleagues are advancing the development of well defined, validated, and fit-for-purpose consumer-reported outcome measures (CROM) through the ABOUT™ Toolbox initiative, to support smoke-free products’ assessment and message substantiation strategies.
Since 2018, Christelle has been the coordinator of the CORESTA CROM Task Force, which serves as an inter-industry consortium to establish best practices and guidelines for the integration of CROM in research on tobacco and nicotine-containing products.
All videos (1)
Measuring What Consumers Think, Feel and Do | #GFN26ScienceLab
17 Aug 2026
Understanding what consumers think, feel, and do is essential to generating robust evidence on tobacco and nicotine products. In this GFN Science Lab session, Christelle Chrea discusses the role of consumer-reported outcome measures (CROMs) in tobacco and nicotine research, and the challenges involved in measuring consumer perceptions, behaviours, and experiences.
The session explores the distinction between descriptive measures, which capture observable behaviours such as product use and frequency, and psychometric measures, which assess underlying constructs such as risk perception, dependence, and other cognitive, perceptual, and affective dimensions.