Senior Researcher, Consumer Behaviour and Food Innovation
Wageningen University & Research
Siet Sijtsema works at Wageningen University and Research and holds a PhD about Consumers’ perception of Health in the perspective of consumer oriented product development and an Msc in Sociology and Bsc in Food technology. She has 20 years of experience in conducting consumer research in the food and sustainability domain. She participated in national and international projects on consumers perceptions about fruit and vegetables, bio-based products and packaging, food waste, food safety, confidence and circular economy. She has experience with quantitative and especially qualitative consumer research methods such as focus groups discussions in which projective techniques are applied. Based on her research last decades, she developed Circular Food Design model which represents a multidisciplinary and users oriented approach.