Abstract
The process of understanding consumers’ reaction to a given product, brand, and experience is a good starting point for achieving success in a competitive and challenging market. Different methods can be used to collect individual’s reactions to products and/or situations of consumption. This chapter illustrates a relatively easy, and quick-to-apply method, through the use of reaction cards. We shall begin with a brief historical retrospective of the method, then we shall explain the general procedural principles of application and data analysis. Finally, we shall illuminate this by illustrating the methodology through the use of an example in wine research.