The part that provided the overview of the company's history. I feel it's always important to understand the roots of the company and what it's been through to come to its current place, and I appreciated the amount of detail on the website about the company's history.
This question pertains to data reliability. All data sources should be accurately labelled to discussed in the context of the research being conducted. A meta-analysis or environmental scan is a strong assessor of data quality.
The final answer isn't important it is the process. Breaking it down into logical pieces is the key. Ie population of UK, % of smokers, types of smokers (heavy, light, no smoking), packs smoked per day etc. and then multiplying it out.