Interviews in Japan and the USA

Qualidiff researcher Yuko Onozaka (University of Stavanger) has conducted several qualitative in-depth interviews with consumers in Kashiwa, Japan and in Kingstown, Rhode Island, USA.

Onozaka presented the informants pictures of various salmon products, and listened to what came up in their minds. The interviews revealed the informants’ thought processes of evaluating the quality of salmon products using what are said in the product labels.

Informants raised many interesting issues regarding quality, such as perspectives on farmed vs. wild captured, fresh vs. frozen, environmental certifications and origin.

Onozaka, together with researchers Pirjo Honkanen and Themis Altintzoglou (Nofima), is now analyzing the material, and they anticipate the results will be very interesting for the Norwegian salmon industry.