Making Full Use of Qualitative Data to Generate New Fish Product Ideas through Co-Creation with Consumers: A Methodological Approach
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Author
Claret, Anna
Stancu, Violeta
Brunsø, Karen
Peral, Irene
Santa Cruz, Elena
Krystallis, Athanasios
Publication date
2022-07-31ISSN
2304-8158
Abstract
Co-creation is a process that directly involves different stakeholders in the idea generation phase of a new product development process. A pool of 112 new aquaculture fish product ideas was obtained by applying a combination of creative and projective techniques to the co-creation process with consumers in six focus groups conducted in three European countries (Germany, France, and Spain). The subjectivity of qualitative data analysis (e.g., focus groups) is one of its recognised disadvantages. To overcome this drawback, a combination of specialised software (i.e., Alceste), along with word frequency, co-occurrence, and context checking, was applied to provide a different approach to data analyses in qualitative studies. The method identified the most salient dimensions behind the participants’ discourse (naturalness, quality, ethics, price, and health) and inferred the importance those dimensions had for them, thus proving the existence of a correlation of 0.7 between what the participants said (frequency of mention) and what they liked the most (importance). Overall, the exploratory approach proposed is deemed useful for drawing key conclusions from qualitative research, thus offering an alternative to traditional content analysis. In future, the results obtained may be useful for selecting the co-created ideas with the greatest potential to be well received in the market.
Document Type
Article
Document version
Published version
Language
English
Subject (CDU)
663/664 - Food and nutrition. Enology. Oils. Fat
Pages
18
Publisher
MDPI
Is part of
Foods
Citation
López-Mas, Laura, Anna Claret, Violeta Stancu, Karen Brunsø, Irene Peral, Elena Santa Cruz, Athanasios Krystallis, and Luis Guerrero. 2022. "Making Full Use Of Qualitative Data To Generate New Fish Product Ideas Through Co-Creation With Consumers: A Methodological Approach". Foods 11 (15): 2287. doi:10.3390/foods11152287.
Grant agreement number
EC/H2020/727315/EU/Mediterranean Aquaculture Integrated Development/MedAID
Program
Qualitat i Tecnologia Alimentària
This item appears in the following Collection(s)
- ARTICLES CIENTÍFICS [2811]
Except where otherwise noted, this item's license is described as http://creativecommons.org/licenses/by/4.0/