A procedure based on the repertory grid method was used to elicit information from twenty-six female consumers, on the intrinsic product characteristics which they individually perceived in a range of thirty-one chocolate confectionery products. Each subject described a private list of attributes, with corresponding line scales, which she ultimately used to rate all the products. Photographs of the confectionery products were used in the elicitation procedure. The resulting product by attribute matrices, which were qualitatively and quantitatively different for each subject, were input to generalised Procrustes analysis, to yield a product space in four dimensions. Individuals' attributes were organised into thirty-seven classes and these were used to interpret the product space. It was the consensus view of this group of consumers, that attributes associated with sharing and the ability to section the product, together with differences in texture, were the main discrimination features separating the products. Other less important factors were also identified. Using a preference mapping technique, preference ratings were successfully superimposed on the four dimensional product space. This implies that the main discriminating features were important in determining preference. On the first two dimensions, a majority of this exclusively female panel showed a preference for light/airy textured chocolate, and avoided the more chunky products. However, on the third and fourth dimensions, the main direction of preference was towards the milk chocolate products. Chocolate consumption data derived from a diary study could not be similarly related to the product space.