The lexicon was developed by a small group of reasonably articulate consumers who tasted and discussed the products under the guidance of a suitably qualified moderator. The group referred to a master list of ca. 100 emotional conceptualisations (a mix of emotion terms and abstract conceptualisations with emotional connotations) grouped into 28 emotional territories, but they were permitted to add terms of their own. An initial lexicon of 40 words was reduced to the following 24 by pruning over-represented emotional territories, whilst taking into account the ability of the words to discriminate amongst the products.