Übersetzte Kurzfassung:
The current food market situation is very challenging, particularly for manufacturers. To ensure their competitiveness, numerous food producers try to meet the challenges through innovation. During the innovation process however, difficulties in communication frequently occur - especially between marketing and R&D. An integrated market and sensory research is able to counteract these effects. These integrated approaches combine sensory analysis with modern market research methods and are therefore able to evaluate extrinsic as well as intrinsic product attributes, and possible interactions between them. In this context the first part of the dissertation focuses on different approaches for product testing whereas in the following empirical section, a choice-based conjoint experiment is applied to identify areas for optimization with regard to interface co-ordination between marketing and R&D.