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Abstract
Despite developments in technology, design and marketing, many new food products are not successfully
commercialised. Communication between key players with different expertise (food technologists, consumers scientists,
end consumers, etc.) seems crucial to improve food technology development, respond better to consumer wishes and
reduce innovation failures. In this study, preliminary results of a Delphi survey aiming to identify opinions and
priorities of various key players regarding the elaboration of an effective communication strategy during food product
development are presented. Survey participants were recruited from an ad-hoc online community and personal contacts
from different areas of expertise and sectors. Results revealed that disciplinary differences constitute an important
barrier to such communication, and these may relate to both theoretical and linguistic differences between
communities. Inadequate communication between consumer scientists and food technologists is commonly (but not
unanimously) regarded as a barrier to inclusion of consumer science data into product development. The problems
include insufficient, ineffective and excessively late engagement and also non-engagement between actors. Some clear
gaps between the perceptions of consumer scientists and food technologists exist, for example consumer scientists were
more likely to agree that food technologists find it difficult to interpret consumer information, whereas food
technologists were more likely to agree that consumer information is not specific enough for them to use. Given those
identified barriers, it is important to explicitly recognise inter-disciplinary communication as a success factor in food
development projects, with, e.g., the establishment of multi-disciplinary teams, and to improve knowledge and
awareness of each other’s subject.