Our research was conducted via online research laboratory UMBRELA, which is provided by Department
of marketing and trade FBE MENDELU in Brno. The research consisted of two sections. The first part was built on
the online application (available from umbrela.mendelu.cz/Q/) that can provide Q sorting of images. Along with
performing of Q sorting, this application also allows respondents to comment extreme values – the most and the less
preferred images. This application is built on JQuery java script library and PHP. The second part consisted of
filling of an additional questionnaire. This questionnaire was also distributed via UMBRELA and inter alia it was
used for identifying respondents.