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Opgepoetst | 15-9-2019

Hybrids can connect product developers with consumers

If action is not undertaken, the hype surrounding consumer oriented product development in the food industry will fade away. Ana de Costa is worried that disappointed product developers will discover that involving consumers in the development of new foods is a nice idea, but one with little potential. The Portuguese researcher describes the alternatives in her thesis, for which she received her PhD on 2 May.

Despite huge costs and efforts by R&D departments, most new food products brought onto the market flop. When marketing specialists in other sectors started to experiment with consumer oriented development the designers in the food industry pricked up their ears. They started to pin their hopes on this new approach in which the design process is guided by the wishes of consumers.

Ana de Costa has bad news for them: most of the methods used in the new approach have to be considerably adapted for the food industry otherwise they don't work.

Weekblad voor Wageningen UR, 8 mei 2003.

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