When interview techniques are used in qualitative research, the goal is to highlight the key concepts employed by consumers. These concepts, encompassing their dominant beliefs as well as the essential themes and patterns that shape their perception and interpretation of the elements in question, are central to this approach. Generally, the questions gradually shift from analyzing the product’s characteristics to those of the consumer being interviewed. This methodology draws inspiration from the groundbreaking work of psychologist George Kelly, dating back to 1955, particularly the analytical framework that bears his name, the Kelly Repertory Grid.