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Making Full Use of Qualitative Data to Generate New Fish Product Ideas through Co-Creation with Consumers: A Methodological Approach

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 cons...

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Autores principales: López-Mas, Laura, Claret, Anna, Stancu, Violeta, Brunsø, Karen, Peral, Irene, Santa Cruz, Elena, Krystallis, Athanasios, Guerrero, Luis
Formato: Online Artículo Texto
Lenguaje:English
Publicado: MDPI 2022
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9368336/
https://www.ncbi.nlm.nih.gov/pubmed/35954053
http://dx.doi.org/10.3390/foods11152287
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author López-Mas, Laura
Claret, Anna
Stancu, Violeta
Brunsø, Karen
Peral, Irene
Santa Cruz, Elena
Krystallis, Athanasios
Guerrero, Luis
author_facet López-Mas, Laura
Claret, Anna
Stancu, Violeta
Brunsø, Karen
Peral, Irene
Santa Cruz, Elena
Krystallis, Athanasios
Guerrero, Luis
author_sort López-Mas, Laura
collection PubMed
description 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.
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spelling pubmed-93683362022-08-12 Making Full Use of Qualitative Data to Generate New Fish Product Ideas through Co-Creation with Consumers: A Methodological Approach López-Mas, Laura Claret, Anna Stancu, Violeta Brunsø, Karen Peral, Irene Santa Cruz, Elena Krystallis, Athanasios Guerrero, Luis Foods Article 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. MDPI 2022-07-31 /pmc/articles/PMC9368336/ /pubmed/35954053 http://dx.doi.org/10.3390/foods11152287 Text en © 2022 by the authors. https://creativecommons.org/licenses/by/4.0/Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/).
spellingShingle Article
López-Mas, Laura
Claret, Anna
Stancu, Violeta
Brunsø, Karen
Peral, Irene
Santa Cruz, Elena
Krystallis, Athanasios
Guerrero, Luis
Making Full Use of Qualitative Data to Generate New Fish Product Ideas through Co-Creation with Consumers: A Methodological Approach
title Making Full Use of Qualitative Data to Generate New Fish Product Ideas through Co-Creation with Consumers: A Methodological Approach
title_full Making Full Use of Qualitative Data to Generate New Fish Product Ideas through Co-Creation with Consumers: A Methodological Approach
title_fullStr Making Full Use of Qualitative Data to Generate New Fish Product Ideas through Co-Creation with Consumers: A Methodological Approach
title_full_unstemmed Making Full Use of Qualitative Data to Generate New Fish Product Ideas through Co-Creation with Consumers: A Methodological Approach
title_short Making Full Use of Qualitative Data to Generate New Fish Product Ideas through Co-Creation with Consumers: A Methodological Approach
title_sort making full use of qualitative data to generate new fish product ideas through co-creation with consumers: a methodological approach
topic Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9368336/
https://www.ncbi.nlm.nih.gov/pubmed/35954053
http://dx.doi.org/10.3390/foods11152287
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