Pettigrew, Simone; Charters, Stephen - In: Qualitative Market Research: An International Journal 11 (2008) 3, pp. 331-343
Purpose – The purpose of this paper is to investigate the benefits of tasting as a projective technique (PT) in explicating consumers' thoughts and feelings towards food and beverage products. Design/methodology/approach – In total, ten focus groups were conducted with 35 consumers, 14 wine...