Project leader is Professor <?xml:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags" />Svein Ottar Olsen, PhD, from the Norwegian Institute for Fisheries and Aquaculture and Norwegian College of Fishery Science, University of Tromsø, Professor Olsen has carried out research in consumer studies and marketing research in several countries in Europe, USA, Asia and New Zealand. His research interests are on the general level attitude-behavioural models and measurements, food consumption behaviour, survey research and structural equation modelling (LISREL). He has published articles in leading marketing and international business journals in the area of perceived quality, consumer satisfaction and loyalty, food ambivalence, survey methodology, and use of marketing information. He has also published in leading food science journals in the area of food preference measurement, (sea)food attitudes models and (sea)food marketing and segmentation.<?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />



Dr Adriaan Kole from Institute for Marine Resources and Ecosystem Studies (IMARES) has eight years of experience in applied research in consumer perception and marketing of food products. With a background in psychology, he specialised in cognitive psychology (factors), human perception and food product appreciation. His consumer behaviour research group has an extensive European network and it controls the largest European consumer in-home testing network, TasteNet.'

Dr Domingo Calvo Dopico, from the University of A Coruña, received his PhD on a study of quality and perceived risks in the buying decision-making process of food products. He has experiences in consumer behaviour including attitude and preference measurement of different food products.

Dr. Kjell Toften works as a researcher at the Norwegian Institute of Fisheries and Aquaculture Research, where he carries out research on marketing of food products. His areas of special interests are international marketing, strategic marketing and product testing. His PhD work was centered on export market information use by seafood export companies.<?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />