“…Different qualitative consumer research methods exist. Of them all, it is worth mentioning the free word association (WA) task, which has been widely used in different studies to understand consumers' perceptions of food (Ares & Deliza, 2010;Ares, Giménez, & Gámbaro, 2008;Esmerino et al, 2017;Pontual et al, 2017), and specifically in meat products (da Rosa et al, 2019;de Andrade, de Aguiar Sobral, Ares, & Deliza, 2016;Raggio, Gámbaro, Teresa, Ana, & Garmendia, 2014). Masson, Delarue, Bouillot, Sieffermann, & Blumenthal (2016) compared six qualitative methods to identify consumer perceptions, and concluded that WA and the sentence completion method might be one of the most comprehensive techniques to identify subjective dimensions.…”