Q-methodology: theoretical framework for policy making in the Croatian wine sector

Abstract

PurposeThe purpose of this paper is to show the application of Q methodology in the practice of policymaking, namely, in the field of the wine business. Today, Q methodology has a rising significance in all aspects of human behavior where there is a need for gathering and analyzing qualitative data. This paper discusses the applicability of Q methodology as a participative bottom-up tool for extracting priorities for tailor-made sectorial policies in the field of the wine business.Design/methodology/approachDeveloped by William Stephenson almost a century ago, Q methodology was primarily used to study human behavior in different psychoanalysis practices and personality tests. But it can be used also as a tool to extract important opinions of stakeholders in the process of making new sectorial policies. To prove the applicability of Q methodology for this task, data collected from 30 small and medium Croatian winemakers are used as a case study. Selected winemakers originate from coastal and continental regions of Croatia covering the whole country. Gathered data were analyzed using the PQMethod ver. 2.35 software.FindingsThe results of the data analysis have given an insight into Croatian small wine business perspectives, rapidly revealing factors which matter the most to them (luck, value added tax, import lobby, margins in HORECA). On the other side, factors like automated grape harvesters, subsidized fair participation were identified that matter the least, and factors like prices and procedures for mandatory analyses, paperwork for exports and development of new sales channels are considered as neutral.Research limitations/implicationsThe selected participants are a small, but representative, group of Croatian winemakers and generalization of findings to the whole winemaking sector should be undertaken with caution. Q methodology is primarily an explorative technique, which brings a sense of coherence to the relation of the research question and contested answers, but prone to straightaway change.Practical implicationsQ methodology enables a participatory approach, rapid analysis and focus on the most important factors for changing relations and effects of planning and execution of sectoral policies. It can be used to effectively extract relevant factors common to group of different individuals acting in the same sector with the same goal.Originality/valueThis research provides an insight into potentials of Q-methodology approach when considering the theoretical framework for the policy making process. Therefore, it also widens its applicability in research of subjective viewpoints on different issues in a particular business sector.