A computerised adaptation of the repertory grid methodology as a useful tool to elicit older consumers' perceptions of foods

Abstract

With an ageing population in industrialised countries, there is a need to understand older consumers’ perceptions of foods in order to improve marketing and maintain nutritional status. Individual interviews may be a preferred elicitation method but are time-consuming to administer and analyse. A computerised adaptation of the repertory grid methodology (RGM) was utilised to elicit older consumers (65–75 years, n=48) perceptions of 14 meat and fish products. Generalised Procrustes and χ2 analysis found some differences in perceptions (P<0.01) by gender. Consequently two product maps were produced characterising perceptions, with two explainable dimensions on each map characterised, generally, as ‘processed’–‘good quality’ and ‘light’/‘healthy’–‘heavy’/‘fatty’. A cross-modality task and further analysis found no evidence of differences in responses according to computer mouse inexperience (52%). Hence, with meaningful results obtained, a computerised adaptation of RGM was considered an appropriate method to use with older consumers.