Objective: There is limited evidence regarding effective smoking cessation interventions in deprived communities. This study explored what factors are considered most important in smoking cessation, from the perspective of a group of NHS Stop Smoking Service users from a deprived community. Design: A qualitative study. Setting: A deprived community in Brighton and Hove City, Southeast England. Methods: Fifteen adults who had used the local NHS Stop Smoking Service were recruited to the focus groups. Thematic analysis was used to identify key themes regarding factors that were considered most helpful during the smoking cessation attempt. Results: Factors deemed most important for a successful smoking cessation attempt were counsellors' attitude and knowledge, flexibility of appointments, personalized one-to-one support including additional support between sessions, all provided in an accessible local community setting. Individuals were most likely to decide to quit smoking for health reasons, and support from family and friends was important during the quit attempt. Conclusion: This study shows that smokers from deprived communities require more intensive, flexible and personalized support from a stop smoking service which should ideally be located in their community setting. A more innovative, tailored and less prescriptive approach to providing stop smoking services may help to improve cessation rates among smokers in deprived communities. (Contains 1 table.)