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

Abstract

Purpose The 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/approach Developed 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. Findings The 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/implications The 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 implications Q 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/value This 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.

Revealing the challenges facing Georgia’s wine industry from a natural winemaker perspective using Q-methodology

“…Existing administrative barriers, a prevailing lack of efficiency in state initiatives and an overall concern towards the economic situation in Croatia were the main perceived issues, based on which policy recommendations can be developed. Following the study done by Jakšić et al (2018), this paper contributes to the literature, by revealing how natural winemakers in Georgia perceive their sector and the issues facing it. Through the use of follow-up interviews, potential policy suggestions are developed, with higher potential applicability and effectiveness.…”

“…This is also an issue that Jakšić et al (2018) encountered when conducting the only Q-study with winemakers, to elicit the priorities of Croatian grape growers regarding sectoral policy. The study by Jakšić et al is the only one that currently applies Q-methodology solely to wine producers and, more importantly, it identifies the perspectives on the issues within the sector and how these insights can inform policy.…”

“…There is no previous research using Q-methodology involving natural winemakers. A previous, somewhat similar study by Jakšić et al (2018) looks at small-scale Croatian wine businesses, but these producers are not organic or natural winemakers. Second, our research includes a follow-up survey assessing possible actions to address the challenges we uncover and provide first insights into how potential policy actions might be received.…”