AbstractThe diary method has been used in some areas of knowledge, being uncommon in the area of sensory analysis of food. In addition, given the expanding market and the added value of Canastra artisanal Minas cheese, it is important to study consumer behavior, as well as understand the consumption habits of the product. Thus, the objective of this study was to use the diary method to collect sensory data, in addition to investigating the behavior and perceptions of consumers of artisanal Minas cheese. Potentials and weaknesses of the application of the method were discussed. The results of this study will contribute to sensory science, focusing on the assessment of real and continued food consumption. Moreover, they provide a better understanding of consumer behavior and consumption habits of artisanal Minas cheese from Canastra, directing planning production, marketing and commercialization strategies.Practical ApplicationThe findings of this study are useful for Brazilian artisanal cheese producers as it enables understanding the consumer behavior and consumption habits of artisanal cheese to plan production, marketing, and commercialization strategies. In addition, it shows practical utility for consumer‐based methodologies, focusing on the assessment of real and continued food consumption.