ABSTRACT.Australian and Hong Kong Chinese male and female consumers, aged 20 to 30 years, evaluated a range of 16 meat products using two questionnaires. One questionnaire comprised the 12 most frequently used terms by consumers to describe how, when and where they would most often consume each product. The alternate questionnaire for each individual comprised free choice vocabulary. Half of each consumer sample used the consensus questionnaire and the other half, the free choice questionnaire first, and indicated how often they would consume each meat product in the various contexts listed using graphic line scales of 100 mm anchored at either end by the words ‘never’ and ‘always’. After an interval of time, the alternate questionnaire was completed. It was found that similar conclusions can be drawn about major contextual dimensions either by principal component analysis of data from a consensus questionnaire or by generalized Procrustes analysis of data from free choice pr