It was possible to generate hierarchical value maps
regarding the consumption of a number of different meal
solutions and ready meals during the week, as well as outline
how subjects viewed the use of some meal solutions on
the weekend. Nevertheless, some limits must be set regarding
the scope of the conclusions that can be drawn from
this study. The size of the subject sample used determined
the almost exclusively qualitative nature of the findings
here presented. These should therefore not be rashly generalised
to the whole of the Dutch population. Moreover, the
level of abstractness of some of the stimuli investigated, together
with the samples fairly heterogeneous socio-demographic
profile, has likely influenced the ability of some
HVM to accurately represent every subjects views on
choice of meal solutions. This much can be inferred from
the relatively high average consistency indices displayed
by the HVM of homemade meals (Fig. 1) and that of ready
meals generated by the sub-sample users (Fig. 2). It is,
nonetheless, relevant to point out that the evaluation of
an HVMs ability to accurately express consumers knowledge
structures remains a fairly subjective and unreported
topic. Concrete consistency index values which can differentiate
a valid HVM from an inappropriate one have yet
to be proposed