OBJECTIVE: To describe the development of a consumer-oriented intervention for increasing intake of fruits and vegetables (FVs) in families (n=265). METHOD: A cognitive-mapping approach was used to specify intervention performance objectives and a tailoring strategy. RESULTS: MDS and hierarchical cluster analysis indicated that FV perceptions are organized into 6 clusters arrayed along 3 dimensions. In combination with 3 general family-functioning measures, 11 perceptions explained approximately 18% of the variance in parent FVI. K-means cluster analysis revealed 4 types of families. CONCLUSION: Cognitive mapping provides a systematic approach for including qualitative data in the design of tailored interventions.