@article{Ragona:151597,
      recid = {151597},
      author = {Ragona, M. and Raley, M. and Sijtsema, S.J. and Frewer,  L.J.},
      title = {Better communication for successful food technology  development: A Delphi study},
      address = {2013-06},
      number = {1052-2016-85910},
      year = {2013},
      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.},
      url = {http://ageconsearch.umn.edu/record/151597},
      doi = {https://doi.org/10.22004/ag.econ.151597},
}