This study aimed to evaluate the application of preferred attribute elicitation (PAE) methodology for assessing the perceptions of consumers from different regions of Brazil (Northeast, Southeast or South, n = 20) about Coalho cheese samples. Northeast Brazilian consumers elicited a higher number of attributes (22 vs. 13-15) and had a higher frequency of consumption (3 vs. 1.3-1.6 times a week), while those from South region had higher reliability (RV = 0.95) with a low number of consumers (n = 16). Consumers from different Brazilian regions elicited common sensory descriptors considered important for Coalho cheese characterization, such as yellow color, presence of eyes, brightness, Coalho cheese aroma, salty taste, bitter taste, acid taste, and rubbery texture. Furthermore, there was no impact of the region on the acceptance of the products. In conclusion, Brazilian consumers from different regions characterized the Coalho cheeses in a similar manner, and PAE methodology could be used in intra-cultural investigations, being recommended a minimum of 19 consumers. Practical ApplicationsConsumer based methodologies are gaining popularity in the sensory and consumer science. This is the first study that evaluated the application of PAE methodology regards an intra-cultural consumer perception using as stimulus Coalho cheese, a typical Brazilian cheese. The findings are relevant to improve the processing of the Coalho cheese taking in account the consumer perception as well as to develop efficient marketing strategies of commercialization of this product.

Story Completion technique was used to investigate the perception of consumers (n = 326) from different regions of Brazil about cheeses sold at open markets. Consumers were divided into low-risk (would buy the cheese) and the high-risk (would not buy the cheese) groups based on the outcome of the story. In the low-risk group, the consumers from North and Southeast regions would buy the products due to the quality and technology, while those from Northeast, Midwest, and South regions due to the sensory aspects. In the high-risk group, the consumers from the South region would not buy the cheese due to the hazard, and those from the Northeast region due to its negative sensory aspects. The consumers from the Southeast and South regions would not buy due to the lack of certification and quality, while those from the North and Midwest regions for not knowing the origin of the products. Practical applicationsThis was the first study to apply the Story Completion technique in a food-related study.This methodology demonstrated to be useful to separating the consumers based on their risk perception about cheeses sold at open markets. Furthermore, it was able to reveal differences in consumer perception about the products for each region of the country.