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 as part of Circular Food Design approach. She participated in projects on consumers perceptions about fruit and vegetables, bio-based products and packaging, food waste, food safety and confidence. She has experience with quantitative and especially qualitative consumer research methods such as focus groups discussions. She developed Circular Food Design model which represents the multidisciplinary and users oriented approach she applied in her research last decades.