Food lifestyles are changing; people have less time to spend on food purchase and preparation, therefore leading to increasing demand for new food products. However, around 76% of new food products launched in the market fail within the first year (Nielsen, 2014). One of the most effective ways to enhance new products’ success in the market is by incorporating consumers’ opinions and needs during the New Product Development (NPD) process (Moon et al., 2018).
This study aimed to explore the usefulness of a qualitative technique, focus groups, to generate new aquaculture fish product ideas as well as to identify the most relevant product dimensions affecting consumers’ potential acceptance.Peer ReviewedPostprint (published version
