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3.11. Chapter summary

The qualitative research approach presented the author the
opportunity to apply a set of questions to identify whether BD, AI and

analytic tools were applied within the wine life cycle stages, together

with the corresponding benefits. The author recorded the application

of BD, AI and analytics related tools within the wine life cycle stages,
recording them by themes. This provides a snapshot of the maturity

of the wine industry life cycle in terms of the application of BD, AI and

analytics. The author applied an ethical approach when interviewing

SMEs from the UK and Italy, ensuring that the author gathered enough
information (base data) to identify an information saturation point.

The author ensured that the data was authentic, reliable and credible.

4. Results and discussions

4.1. Chapter introduction
This section will evaluate the findings gathered from the interviews with

the wine industry SMEs (participants) from Italy and the UK. The

findings are grouped by theme supported by the conceptual framework
(found in figure 1), highlighting the resulting codes (based on codes

shown in table 18) identified from the interview transcripts. The

interview findings will be compared against the literature review table
(showing the BD, AI and analytics finds) by theme to identify the

application or lack of application (and the supporting reasons) of BD,

AI and analytics across the wine industry life cycle, shown in table 9.

4.2. Interview Findings
Braun and Clarke (2006) stated that the thematic analysis serves as

the core method to apply when conducting qualitative analysis as it

provides the core skills for further analysis.

Clarke (2006) and King (2004) stated that thematic analysis offers the

facility to collect different participants’ viewpoints to identify the

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