Deliverable 4.2. Qualitative research report
This qualitative studies identifies positive and negative motives, perceptions, associations, attitudes towards fish and seafood consumption, with a focus on the chosen species: salmon, trout, seabass, seabream, herring and cod. Eighteen individual in-depth interviews were conducted in five European markets (France, Germany, UK, Italy and Spain) summing up to a total of 90 cases, including heavy and light fish consumers.