Recipes have a great impact on consumers' behavior in the kitchen; building a recipe requires the understanding of the potential user. The objective of this study was to develop and evaluate different recipe styles for the preparation of doughs by understanding people's descriptions of these. Two qualitative studies were performed (43 wheat and 50 corn dough preparers). During interviews, participants described the preparation process of the doughs using the Think Aloud technique. Finished doughs were described as not sticky, soft, and pliable. Based on these descriptions, five recipes were created: not detailed, detailed, very detailed, paragraph-form, and 'with images'. Recipes were validated in two online surveys (total n = 600), where respondents evaluated the easiness, likeability, likelihood of using, helpfulness, and amount of information. Respondents considered the recipe with images as easier and more helpful. The very detailed recipe was considered more difficult, less helpful, and was liked less than the other recipes. Understanding and identifying the terms and techniques people use is a good way to communicate how to prepare a food product and can be used to develop and improve recipes. However, the format in which the recipe is presented is an important factor considered by users when following recipes.
Keywords: Think Aloud; consumers; doughs; qualitative research; recipes.