Figure 1.
Figure 1.

Qualitative multivariate analysis (QMA) map generated during the group discussion, capturing insights from 13 consumers. The QMA was designed to have no input or influence of a moderator. The red lines and writing show discovery of linkages between different and important values of products. The beef steak image was the first shown, and everything else was relative to the beef steak. A, Beef steak; B, Lamb chops; C, Pork chop; D, Chicken breast, E, Beef hamburger, F, Salmon steak; G, Trout; H, Crayfish; I, Heart, J, Kidneys; K, Liver, L, Pig trotters; M, Tripe; N, Cultured meat; O, Witchetty grubs; P, Grasshoppers; Q, Brains; R, Beetroot burger; S, Vegetable burger.