For each task, the elicited phrases and words were coded by triangulation.
First, a search for recurrent terms within each stimulus
was performed, and terms with similar meaning were grouped in
different categories. This classification was performed based on
the personal interpretation of three researchers, trained in content
analysis. After individually evaluating the data, the definitive categories
were obtained by consensus. Categories mentioned by at
least 5% of the consumers were considered for further analysis. Frequencies
in each category were determined by counting the number
of consumers that used those words or phrases to respond the
task. By using the categories mentioned by more than 5% of the
participants, the percentage of responses not considered in the
analysis, i.e. the percentage of information lost, ranged from 6%
to 18%. However, it is important to highlight that all the words that
were not captured by coding were mentioned by less than 4 consumers
and were mostly unique responses.