The research was conducted in a central location in the UK using an online interface. Each consumer evaluated all nine unbranded chocolates in three batches of three on separate days using a balanced rotated design. Sixteen sets of five conceptual words (quins) were presented to each consumer for each chocolate in a partially balanced incomplete block (PBIB) design with three versions of the questionnaire. For each quin, consumers identified which of the five words most readily and least readily spring to mind as a consequence of eating that particular chocolate.