Attempts to switch from conventional tobacco products to potentially reduced-risk products (PRRPs) will best succeed if user preferences are fully met by optimizing consumer appeal and consumer satisfaction. While PRRPs are already presented in a variety of attractive forms, manufacturers have paid less attention to the satisfaction consumers derive from their use, with development predicated on the belief that it is simply necessary to approximate nicotine delivery to that of a cigarette and add appropriate flavour combinations. Yet limited penetration of PRRPs into the tobacco marketplace would suggest that this approach is both inefficient and insufficient. When assessed, users of conventional tobacco products report or demonstrate a variety of motivations for their behaviour which range from cognitive enhancement through amelioration of mood to weight control. Such functional effects have often been dismissed as indicative of nicotine dependence, yet many conventional tobacco product users who do not meet dependence criteria still report or demonstrate such motives. Regardless of the underlying mechanisms driving tobacco use, this presentation will seek to show that such functional effects are central to consumer satisfaction with PRRPs. Moreover, it is possible to assess consumer satisfaction at early stages of product development using a variety of methods, the endpoints of which relate closely to several of the motives reported or demonstrated by users of conventional tobacco products. This presentation will illustrate available techniques using relevant data and discuss the possible application of these techniques to future product assessment. Screening PRRPs for consumer satisfaction could save both time and resources for manufacturers and expedite the important public health role that such products could play in reducing the burden of tobacco-related harm.