Firstly, and in order to be able to reconstruct the individual ladders provided during the interviews,
sets of summary codes were created. Subjects’ sentences or words thought to best represent the ideas comprised by each code were identified and retained to help further interpretation of the results. The codes, sentences and words were then translated into English.
Secondly,the respective hierarchical value maps (HVM) were generated for the meal solutions and specific ready meals laddered by 20 or more subjects.
Finally, and to be able to evaluate the extent to which heterogeneity in the subjects' answers could have led to unduly addition or elimination of information for each HVM obtained.