Data collected from the interviews were transcribed into a
word processing program. Among the data, a total of 728 key
sentences were identified from the responses and provided
the basis of data grouping. Data grouping is a procedure for
grouping key sentences having similar content. Key sentences
describing the same stimulus and judged to be of similar content
were first sorted into the same groups, as shown in Column
3 of Table 1. For instance, participants described Sample 1
using the sentences: “The product with transparent material
makes me feel pleasant” and “The rounded shape with a mattefinished
transparent material caught my attention and evoked
pleasure.” Both sentences were categorized into the same
group, because their content described the same subject, in this
case the transparent material. This step involved repeated and