Usability tests: A questionnaire is prepared to evaluate the entire set of identified SA. Participants in the test should be regular users of the target product, as they can perceive differences even if they have no standard references of the attributes' scales.39 The participants of the test are asked to rate a selected prototype on a five-level ordinal scale, using a semantic differential method.40 A typical prototype could be the most sold product for the chosen category or any other product established as a reference. It is essential to underline that a learning output, represented for example by global acceptability or a purchase intention, should be included in the evaluation so the fuzzy measures can be calculated.30