ABSTRACT
Portugal is the European country with the highest rice consumption per capita. However, consumption of the most produced type in the country – Carolino rice, has decreased. To invert this tendency it is important to understand the consumers. The Food Choice Questionnaire (FCQ) is a relevant tool that can be used to access food choice motives, but requires a necessary adaptation to better approach the purpose.
While some authors have based on the existing literature to modify the questionnaire, the method proposed in this study considered a human center approach based on techniques of a Design Thinking Methodology. The items of the FCQ were previously crossed with Food Drink Europe trend categories, and further were discussed, using images, within 3 focus groups.
The method that was used enabled the inclusion of new items (concerning innovation, authenticity and local production), which were in accordance to users’ language and culture, and may serve as support to understand new trends in the food market and to develop new products accordingly.
