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LIES GOETHALS
Thesis Meertalige Bedrijfscommunicatie
2006-2007
Promotor : Prof. Dr. E. ROEGIEST
I
Beschrijving van de stage
Bedrijf Stagebegeleider Afdeling
VIB
Rijvisschestraat 120
9052 Gent
tel. 09 / 244 66 11
fax. 09 / 244 66 10
www.vib.be
Ann Van Gysel
Sooike Stoops
Communicatie
Taakbeschrijving Talen Periode
*Verwerking van een enquête rond de
tentoonstelling DE ZAAK DNA.
*Opstellen van een brochure om
middelbare school-studenten aan te
zetten levenswetenschappen te
studeren.
*Meewerken aan events zoals
Scientists@work en sportdag.
*Rondleidingen geven in de labo’s op
Vlaanderendag.
Nederlands
Engels
22/04/2007
tot
01/06/2007
II
A word of thanks to…
... my promoter Prof Dr Roegiest and, in particular, Luc De Bie. I can honestly say that without
them and the liberating phone call that I got one year ago, I would never have come this far. I
would also like to thank them for the help, tips and tricks concerning the theoretical part of my
thesis.
... Ann Van Gysel who gave me the opportunity of doing this traineeship in a pleasant
environment like VIB (Flemish Institute for Biotechnology).
… Sooike Stoops who guided me during the 6 weeks of my internship, for everything she taught
me, for her patience, her enthusiasm and the support she was for me. For the tips and tricks,
her corrections, her chats to check if everything was alright …
... the other VIB colleagues of the communication department: Evy, Inge, Joke, Jonas and Niels
for sharing their experience, for lending a helping hand, for the nice chats. It was a real
pleasure to be a part of their team.
... my fellow MTB students who have made this year a year full of nice memories which I will
never forget.
… An-Sofie, Nele and Bram for being my careful readers.
... my family and friends who were always interested in my well-being and took my mind off
things if necessary. I want to thank them for being so supportive and keeping faith in me.
... my parents. Last but not least I would like to thank them for giving me the opportunity to be
part of the MTB programme. All this wasn’t possible without their help and unconditional
support during my studies.
Thanks for everything!
III
Content table
Preface……………………………………….……...……………………………………………….....……………………..1
Introduction ………………………………………………………………………………………………………………….. 2
Chapter 1 : Presentation of vib and its departments ............................................................ 3
1 The history of VIB ................................................................................................ 3
2 The structure of VIB ............................................................................................. 5
2.1 The overall structure..................................................................................... 5
2.2 The employees............................................................................................. 7
2.3 The financial structure .................................................................................. 7
3 Corporate identity ................................................................................................ 9
3.1 Mission statement ........................................................................................ 9
3.2 Vision and strategy ..................................................................................... 10
4 Products ........................................................................................................... 11
4.1 Knowledge................................................................................................. 11
4.2 Patents ..................................................................................................... 12
4.3 Biotechnology information ........................................................................... 12
5 Clients and their profile....................................................................................... 13
6 The competitors................................................................................................. 14
7 SWOT-analysis................................................................................................... 16
7.1 Strengths .................................................................................................. 16
7.2 Weaknesses............................................................................................... 16
7.3 Threats ..................................................................................................... 16
7.4 Opportunities ............................................................................................. 17
Chapter 2 : Theory ........................................................................................................ 18
1 Introduction ...................................................................................................... 18
2 What is a gmo?.................................................................................................. 19
3 Background ....................................................................................................... 19
4 Legislation......................................................................................................... 19
5 Consumer behaviour .......................................................................................... 20
5.1 The different attitudes ................................................................................ 20
5.2 How consumers form attitudes towards gmo’s ............................................... 21
6 Miscommunication due to mistaken marketing assumptions .................................... 24
6.1 Mistaken marketing assumption 1: The biotechnology controversy will be
forgotten .............................................................................................................. 24
6.2 Mistaken marketing assumption 2: Science sells and fear fails ......................... 25
6.3 Mistaken marketing assumption 3: Consumers buy products, not processes ...... 25
6.4 Mistaken marketing assumption 4: Good for medicine means good for food ...... 26
6.5 Mistaken marketing assumption 5: Biotechnology education is a trade association
IV
issue …………………………………………………………………………………………………………………27
7 Effective strategies............................................................................................. 27
7.1 Roles played by different groups to accelerate the acceptance of genetically
modified food ........................................................................................................ 28
7.2 Which communication for which consumer behaviour?.................................... 29
7.3 Packaging.................................................................................................. 33
7.4 Pricing....................................................................................................... 34
7.5 Placement ................................................................................................. 34
Chapter 3 : Internship.................................................................................................... 35
1 Introduction ...................................................................................................... 35
2 DE ZAAK DNA.................................................................................................... 35
2.1 Background ............................................................................................... 35
2.2 Briefing ..................................................................................................... 37
2.3 Stepwise description of my task ................................................................... 39
2.4 Evaluation ................................................................................................. 45
3 Brochure “Become a scientist” ............................................................................. 46
4 Vlaanderendag................................................................................................... 47
5 Scientists@work ................................................................................................ 47
6 Sports day......................................................................................................... 48
Chapter 4 : Conclusion ................................................................................................... 49
1 Experience on a professional level........................................................................ 49
2 Experience on a personal level............................................................................. 50
3 Evaluation of the MTB programme ....................................................................... 50
1
Preface
Last year I obtained a master in biotechnology. During my thesis I worked in a laboratory of
VIB, conducting strategic basic research1 on plants. When I visited to my former VIB colleague
researchers in February 2007, I mentioned that I was looking for a place in a communication
department to do my internship. Immediately, they all enumerated a lot of biotechnological and
chemical companies where I could apply. They indicated that VIB itself also has a
communication department and they gave me the e-mail address of the communications
manager, Ann Van Gysel. Because they were extremely enthusiastic about the communication
team, they made me eager to get this job. After all, this job fitted in perfectly with my scientific
interests and was an excellent opportunity for me – after a year of research - to discover the
working of a biotechnological company from another perspective. This internship would be an
ideal mix between my former studies of biotechnology and my recent studies of MTB.
So I applied by mail and I received a short letter that they would consider it. Meanwhile, I also
applied for similar jobs at other chemical and biotechnological companies such as Bayer,
Innogenetics, Devgen, CropDesign, and Lanxess – although it was never with the same
conviction as for the internship at VIB. I received a positive answer of one of them, namely
Lanxess. Philip Van Wassenhove, their communications manager, invited me for an interview. It
went well but to be honest, I was not very enthusiastic about it, because I rather wanted to do
my internship at VIB. Philip Van Wassenhove told me that he still had to interview another
candidate that day and he promised to get in touch with me very soon. Meanwhile, I was still
hoping that VIB would give me an opportunity to work for them. To increase my chances, I
kept calling and e-mailing so Ann Van Gysel would not forget me. Luckily, that week Ann
phoned me and invited me for an interview. After the interview, she confirmed that I could start
there. That day I also sended an e-mail to Philip Van Wassenhove in which I explained that I
had found another trainee post. So, eventually I worked at the communication department of
VIB during six pleasant weeks, guided by Ann Van Gysel and Sooike Stoops.
1 See lexicon
2
Introduction
This thesis contains a description of my work at the communication department of VIB and has
also a theoretical part. I will explain the structure of my thesis and summarize the content of
the different chapters in the following paragraphs.
My thesis is divided into four chapters. In the first chapter I will discuss the company – VIB - in
general. I will present the history, the structure, the corporate identity, the products, the clients
and their profile and the competitors. To conclude this chapter, I will make a SWOT analysis of
VIB.
The second chapter contains the theoretical part. It concerns the consumer behaviour towards
biotechnology, in particular towards genetically modified food, and which strategies can
contribute to improve the perception of it.
In the third part I will discuss my internship by illustrating the theoretical part on the basis of
my main assignments. I also included an evaluation of my internship.
The fourth chapter contains the general conclusion. In this part I will report what I have
learned on a professional and a personal level and I will evaluate the MTB programme.
3
CCHHAAPPTTEERR 11 :: PPRREESSEENNTTAATTIIOONN OOFF VVIIBB AANNDD IITTSS
DDEEPPAARRTTMMEENNTTSS
In this first chapter, I will present the company in general: the history, the structure, the
corporate identity, the products, the clients and their profile and the competitors. To conclude
this chapter, I will make a SWOT analysis.
1 The history of VIB2
From the seventies until the nineties, Flanders enjoyed a strong reputation in the field of the
molecular biological3 research: scientists like Walter Fiers, Désiré Collen, Herman Vanden
Berghe, Jeff Schell and Marc Van Montagu have put Flanders on the map. Being key figures in a
number of major biotechnological breakthroughs, they convinced the government of Flanders to
invest in Flemish biotechnology4. In 1996, the establishment of VIB (Flemish Institute for
Biotechnology) was a fact. The government of Flanders – under the leadership of the minister-
president at that time, Luc Van den Brande – chose for a unique concept. Instead of
centralising the research groups on one location, they decided to set up a decentralised
institute. This could be realized thanks to a partnership between VIB and the four Flemish
universities: Ghent University, the Catholic University of Leuven, the University of Antwerp and
the Free University of Brussels. In this way, the competences present in the different Flemish
universities were united in one institute, VIB. VIB is a non-profit research institute in life
sciences5 where researchers study the molecular mechanisms which are responsible for the
functioning of the human body, plants and micro-organisms. Today, VIB employs over 1000
scientists and technicians in 65 research groups. These groups are structured in nine
departments which are spread over the four universities.
As a result from several inventions, VIB was able to set up several start-ups. The first was
Devgen6. Devgen was established in 1997. It’s a biotechnological company focusing on the
development and commercialization of a new generation of crop-protection methods on the one
hand and innovative drugs for the treatment of several disorders on the other hand.
2 VIB’s history. http://www.vib.be/VIB/EN/VIB+at+a+glance/History/ (7/4/2007)
3 See lexicon
4 See lexicon
5 See lexicon
6 Devgen: a VIB start-up. http://www.vib.be/TechTransfer/EN/VIB-startups/Devgen/ (7/4/2007)
4
CropDesign7 – VIB’s second start-up – was established in 1998. This agro-biotech company
develops innovative methods for improving agricultural crops (corn and rice) as well as plants
with industrial or medicinal applications. In 2006, CropDesign was successfully taken over by
BASF.
The third start-up, Ablynx8, is a bio-pharmaceutical company concentrating on the further
development of Nanobodies®9, a new class of therapeutic proteins. It was established in 2002.
In 2004, VIB realised a fourth start-up, Peakadilly10. This company is using a revolutionary
technology to identify protein biomarkers11.
At the end of 2005, VIB and the Technical Research Centre of Finland set up the biotech
company Solucel12 that focuses on a higher production of secondary metabolites13 in plants.
ActoGeniX14 is the most recent branch on the VIB biotech tree. They dispose of a technology by
which protein therapeutics15 can be administered orally by means of lactic acid bacteria16,
instead of via injections. Injections bring along some disadvantages: you have to go to the
hospital and there are more side effects.
Employment in all these start-ups has risen by at least 15% each year and at the end of the
year 2006, the 300 mark was reached.
7 CropDesign: a VIB start-up. http://www.vib.be/TechTransfer/EN/VIB-startups/CropDesign/ (7/4/2007)
8 Ablynx: a VIB start-up. http://www.vib.be/TechTransfer/EN/VIB-startups/Ablynx/ (7/4/2007)
9 See lexicon
10 Peakadilly: a VIB start-up. http://www.vib.be/TechTransfer/EN/VIB-startups/Pronota/ (7/4/2007)
11 See lexicon
12 Solucel: a VIB start-up. http://www.vib.be/TechTransfer/EN/VIB-startups/Solucel/ (7/4/2007)
13 See lexicon
14 ActoGeniX: a VIB start-up. http://www.vib.be/TechTransfer/EN/VIB-startups/ActoGeniX/ (7/4/2007)
15 See lexicon
16 See lexicon
5
2 The structure of VIB
2.1 The overall structure17
VIB is composed of three major parts: the headquarters, the nine research departments and
the service facilities. I included an organisation chart on page 6 (Figure I).
First, the head quarters – situated in Ghent – unite human resources, science policy, technology
transfer, communication and finance & administration. The second part consists of the nine
research departments which are located on the campuses of the four universities of Ghent,
Leuven, Brussels and Antwerp. The service facilities constitute the third part. These facilities,
which are also situated on the four university campuses, support and facilitate the scientific
research.
17 VIB’s structure. http://www.vib.be/VIB/EN/VIB+at+a+glance/Structure/ (7/4/2007)
6
Figure I : The overall structure of VIB
VIB
Head quarters Research Service facilities
Human resources
Science policy
Technology transfer
Communication
Finance and Administration
Molecular Biomedical Research,
UGent
Plant Systems Biology,
UGent
Medical Protein Research, UGent
Transgene Technology and Gene Therapy, K.U.L.
Molecular and Developmental Genetics, K.U.L.
Developmental Genetics, K.U.L.
Molecular Microbiology, K.U.L.
Molecular Genetics, U.A.
Molecular and Cellular Interactions, V.U.B.
BITS
CSF
GSF
MAF
NSF
PEC
PSF
7
2.2 The employees
VIB’s research groups and departments consist partly of VIB-employed researchers and partly
of university-employed researchers. This strategy has multiple advantages. The VIB researchers
are still active on an academical level and are in close contact with the students of the local
university. This ensures a continuous transfer of knowledge and a constant influx of young
people.
2.3 The financial structure18
The yearly research budget of VIB comes to 55 million euro. For a great part, around 40%, VIB
is funded by the Flemish government. This five-yearly governmental funding gives VIB a long-
term perspective but it has also some strings attached. As stipulated in the management
agreement, the Flemish government has very precisely described expectations of their
investment, in terms of scientific productivity and industrial and social valorisation. This also
means that every five years, VIB is extensively evaluated. The government of Flanders verifies
whether the objectives have been achieved and whether the benefit for Flanders justifies such
an investment. Some examples of criteria on which VIB is judged are: the number of
publications in successful scientific magazines, the number of start-ups, the turnover of the
start-ups, the number of Ph.D. students, … The funding by the Flemish government is
completed by supplementary funding of local, regional, national and international credit
companies19 and of the industry.
18 VIB jaarverslag 2007, p.26
19 See lexicon
8
Income statement 2006 2005
I OPERATING INCOME 47 337 43 069
Turnover 8 806 7 814
Contracts in progress 1 650 1 829
Grants and subsidies 36 436 32 938
Other income 442 488
II OPERATING EXPENSES 46 652 41 474
Raw materials and consumables 5 598 4 979
Services and other goods 13 063 11 716
Remuneration, social security costs & pensions 24 504 21 472
Depreciation 3 060 2 909
Other operating expenditure 427 398
III OPERATING RESULT 682 1 595
IV FINANCIAL INCOME 1 196 898
Income for current assets 1 169 864
Other financial income 27 34
V FINANCIAL CHARGES 476 432
Interest of debt charges 427 389
Other financial charges 49 43
VI RESULT ON ORDINARY ACTIVITIES 1 402 2 061
VII EXTRAORDINARY INCOME 11 313 206
VIII EXTRAORDINARY EXPENDITURE 1 965 0
IV RESULT OF THE PERIOD 10 750 2 267
Table I : Financial review (Annual Report VIB 2007)
9
3 Corporate identity
3.1 Mission statement20
VIB is striving for excellence and international leadership in each of these main activities:
� Strategic basic research
� Transfer of knowledge to the industry
� Information for the general public
I will explain these three main activities of VIB briefly and also the persons or departments who
realize them.
The first main activity is strategic basic research. Strategic basic research implies that the
researchers can experiment “freely”, even though this does not implicate that they do not have
to achieve any results. It only means – because they do not depend on company sponsoring –
that researchers are not obliged to follow instructions of these companies. VIB wants to
conduct world class biomolecular research for the benefit of scientific progress and society.
Secondly, the department « techtrans » transfers the knowledge to the industry. Since VIB itself
does not commercialise its inventions, the technology transfer department - abbreviated
« techtrans » - concludes agreements with companies who are prepared to take over the
further development and the production. That is why VIB protects commercial interesting
inventions by means of patents. These rights of ownership can be passed on to companies or
are the foundations of a new start-up. In this way, six start-ups were established: Devgen,
CropDesign, Ablynx, Peakadilly, Solucel and ActoGeniX.
The third activity is realized by the communication department which develops and distributes a
large range of educational material tailored to the different target groups like politicians, press,
teachers and youngsters. Intensive press campaigns, books, brochures, files, school projects,
teaching material, lectures, exhibitions and fairs are used to inform the Flemish public about
biotechnology and its applications. The information given by VIB regarding life sciences is clear,
scientifically substantiated, balanced and neutral. In this way, VIB has become a centre of
knowledge which is at your service to answer all your questions related to biotechnology. Next
to informing the general public, they are also in charge of informing their own VIB researchers.
This is realized by means of a yearly internal seminar, the VIB news and the Annual Report.
20 Comijn J., Raeymaekers P., Van Gysel A., Veugelers M. (2006) Today = Tomorrow: A tribute to life sciences
research and innovation. Gent, Snoeck Publishers.
10
3.2 Vision and strategy21
To be on top in the field of science requires a lot of motivation and a great devotion of the
researchers. After all, they want to unravel the molecular mechanisms of life, striving for
scientific and technological breakthroughs. They push back borders of the biomolecular
research. Such an ambition demands excellence, effort and dedication. Therefore, VIB invests
in a stimulating research environment and culture, in education, in new technologies and
infrastructure. VIB is convinced that this investment will result in high quality research and
excellent expertise. But by means of which strategies does VIB want to reach these goals?
3.2.1 VIB focuses on technology
In the fast developing world of life sciences, it is essential to have access to a whole range of
technologies, model systems and strategies. VIB does a great effort to equip all the laboratories
with indispensable time-saving technologies. Furthermore, the service facilities – mentioned
before – support and facilitate the research.
I have been able to observe this focus on technology the 22nd of April. It was ‘Vlaanderendag’
and that day I showed people round the research building, situated at the Technology Park in
Zwijnaarde (Biotech Valley). After working there for a year as researcher, I did not realize any
more how spoiled I was. You all take it for granted and you do not have to wonder about the
price of an experiment. But the visitors were amazed by all the installations, the excellent
equipped laboratories and instruments. So I realised that it is a real privilege to conduct
research under these conditions.
3.2.2 Education results in expertise
VIB invests in continuous education of its personnel. Courses about new techniques are given
to postgraduates, Ph.D students, technicians and researchers. As a result, they dispose of the
necessary competences and expertise for current scientific research.
I could also experience this strategie when I conducted research. Every year all the researchers
of the different departments and universities are invited to take part in a seminar. It is a two
day long event where VIB researchers present their work, progress and possible findings.
During this seminar scientists consult each other on new techniques, alternative ideas, … Yet, it
is also a moment of criticism: “Are there no contradictions in someone’s hypothesis?” In other
words, the seminar is a place where new visions are generated.
21 Anon. (2005) VIB: Strategisch basisonderzoek in de biowetenschappen. VIB publicatie
11
3.2.3 International ambitions
Building an international team is crucial for the further development of scientific diversity.
Therefore VIB takes a lot of initiatives to attract foreign researchers. The increasing number of
foreign Ph.D students, postgraduates and group leaders introduces stimulating visions and new
strategies. Through this policy VIB became a community of over 40 nationalities.
This internationalisation is a real surplus value. Foreigners can be an asset in research by
bringing in new insights or new techniques. But this foreign contribution can also be valuable in
other areas. When we organised the ‘VIB sports day’ some South-American researchers were
prepared to give a salsa workshop. With their rhythm and enthusiasm they had everyone on
their side.
4 Products
VIB has three types of products: knowledge, patents and information. I will explain them in the
following paragraphs.
4.1 Knowledge
The first product – knowledge – results from strategic basic research. The aim of this type of
research is generating knowledge. This knowledge can be used by other scientists to reveal the
secrets of life and possibly to discover something. I will sum up the most recent and important
discoveries done by VIB researchers.
The first discovery is the universal influenza (=flu) vaccine22, a vaccine that protects someone
from all types of the influenza virus. So, once vaccinated, it is not necessary to repeat this every
year, as it is currently the case. Instead, the vaccinated person will be protected for a long
period of time. This promising vaccine can mean the end of the yearly flu epidemic. It is not yet
on the market but if all tests are positive, it will be within five years.
A second discovery is the reduction of a heart attack23 when it was treated with stem cells24.
Therefore, stem cells from the bone marrow were injected in the touched part of the hart. After
22 Saelens X., Min Jou W., Fiers W. (2007) Universal flu vaccine being tested on humans.
http://www.vib.be/VIB/NL/Nieuws+en+pers/Persberichten/ (20/7/2007)
23 Verfaille C., Boogaerts M. (2007) Administering stem cells to patients with myocardial infarction leads to a reduction
of the size of the infarct. http://www.vib.be/VIB/NL/Nieuws+en+pers/Persberichten/ (7/7/2007)
24 See lexicon
12
a few months, the injection appeared to have a positive effect of the recovery of the heart. This
does not mean that every heart attack can be treated with stem cells. There are still a lot of
uncertainties and there can not be taken any risks.
A third discovery can possibly cure patients with Crohn’s disease25. The immunity system of
people who suffer from Crohn’s disease attacks the benign (= good) bacteria in the intestine.
Chronic inflammation of the intestine, nausea, abdomen pain, diarrhoea and fever are the
consequences. Scientists managed to bring in a gene (= a piece of DNA26) in the bacterium
Lactococcus lacti, this bacterium is used in the industry to turn milk into yoghurt and cheese.
The inserted gene produces interleukine-10, a substance that inhibits intestinal inflammation
and that can make all the difference for patients who suffer from Crohn’s disease. The first
tests seem to be promising, but it is too soon to conclude that this will be the remedy.
4.2 Patents
Once a discovery has been done, the second type of product – patents - are used to protect the
findings. VIB licenses out these patents to other companies who take over the development and
the production of the patented product. Examples of these companies are: Johnson & Johnson,
Bayer, Pfizer, Solvay, Abbott Laboratories.
4.3 Biotechnology information
Finally, I will discuss the third product – biotechnological information - provided by the
communication department that seeks to build bridges between scientists and the public.
Because I did my internship in this department, I will explain this product more extensively.
VIB’s goal is to inform the Flemish public about biotechnology. After all, biotechnology and
biotechnological research are often still unfamiliar concepts to the general public. And yet, a lot
of biotechnological applications are part of our daily life, without people realizing it. The
production of insulin for diabetes patients, the development of new cancer therapies, the
tracking of genetic diseases, and the production of new skin for burn patients are only a few
examples. For every target group, VIB provides tailored communication: lesson material for
teachers, school contests for youngsters, files for politicians, press releases for journalists,
lectures for organizations, exhibitions and company open-house days for the general public and
so on. Because VIB research draws more and more media attention, this gives rise to an
increasing number of questions about biotechnological research and its possible applications in
25 Vandenbroucke K.,Rottiers P.,Remaut E. (2004) Genetically modified bacterium as remedy for intestinal diseases.
http://www.vib.be/VIB/NL/Nieuws+en+pers/Persberichten/ (7/7/2007)
26 See lexicon
13
our society. In order to answer these questions, VIB has created an electronic mailbox:
[email protected]. Patients, families, doctors or other persons involved, can send their
questions to this e-mail address and then they receive a personalized answer. Because VIB
does not want to limit the information to the Flemish public, the communication team has
launched a new series of international publications: VIB research in focus. In addition to this,
VIB’s Annual Report is published every year in two languages, Dutch and English.
The communication department is not only responsible for external communication; they are
also in charge of keeping their own VIB researchers informed. Therefore, VIB uses several
channels. The Annual Report is one of them. In addition, the scientists also receive the VIB
news four times a year. Each issue includes a description of the latest scientific breakthroughs
in VIB research, an interview with one of VIB’s employees, and the latest news about VIB
personnel, technology transfer, communication and regulation. Thus, the VIB news is an
important medium for bringing the entire VIB community together. Next to that, the VIB
communication team organizes an internal seminar each year, exclusively for VIB employees.
This gives the scientists the chance to present their results and to talk with their VIB colleagues
from the different departments. So the seminar is not only a scientific event but also a social
event for getting to know other VIB employees better.
5 Clients and their profile27
Because VIB has three types of products, one can distinguish three groups of clients: the
scientists who are interested in the generated knowledge, a group who wants to be informed
about biotechnology and its applications, and the industry who is interested in the
commercialization of the findings of VIB’s researchers.
The first group unites scientists from VIB as well as scientists from other institutes and
university groups and even from companies. The second group consists of their own VIB
researchers and the general public although VIB focuses in particular on youngsters, teachers,
politicians and press. The last group of clients is especially composed of agro-biotech or
pharmaceutical companies. In the following paragraph, I will go more deeply into the way
discoveries are protected and sold to the industry.
27 Comijn J., Raeymaekers P., Van Gysel A., Veugelers M. (2006) Today = Tomorrow: A tribute to life sciences
research and innovation. Gent, Snoeck Publishers.
14
When researchers report a discovery it is made available to society via a well-considered
strategy. Patents protect the findings of VIB researchers that can form the basis for new social
and industrial applications. Patents are only granted for new, inventive and industrially
applicable discoveries. These rights of ownership can be passed on to companies, particularly
agro-biotech and (bio) pharma companies, who take over the whole process of production and
commercialization. In this way findings of VIB are made available to society.
Although the relation between top research and good technology transfer – selling patents to
the industry - is clear, striving for both objectives is still very difficult. A typical example is the
relation between publishing and securing patents. In most countries, a patent is granted only if
the finding is new at the moment the patent protection is requested. Each presentation,
abstract or publication is ‘harmful to novelty’ and means that the discovery can no longer be
protected by a patent. On the other hand, publication in scientific journals is a major
cornerstone for every research institution. After all, for VIB researchers, publication in the top
echelon of scientific journals is the most important evaluation criterion. International
competition does not allow the publication of interesting new data to be postponed, because
the risk of being ‘scooped’ is simply too great. Thus, this pressure to publish is in contradiction
to the novelty requirement for patent application. The way VIB handles this is through a pro-
active approach to technology transfer. VIB scientists communicate results to the technology
transfer team on a continuous basis. Long before publication, VIB starts the evaluation of the
patentability of a new finding. If this evaluation is positive, the patent application is submitted
even before the scientific data have been made public. Each year, VIB researchers report 50 to
60 discoveries. Over the years, a patent application has been submitted for an average of half
of the reported findings. At this moment, VIB manages a patent portfolio of over 150 patent
families, which represent several hundred patent applications in total.
6 The competitors
The concept of VIB – combining research, technology transfer and communication - is unique in
Belgium. Even when we search in Europe, there are no companies who offer this unique
combination. As a result, VIB does not have competitors as far as that is concerned. Yet, when
we split up the three VIB activities, we can find some competitors.
On the research level, VIB has to compete with research centers of universities and institutes,
national as well as international. National, the universities of Leuven and Ghent are considered
15
as the toughest competitors. International, VIB is faced with competion of EMBL28. The
European Molecular Biology Laboratory is a non-profit organisation and a basic research
institute. Research at EMBL is conducted by approximately 80 independent groups. The institute
has five units: the main laboratory in Heidelberg, and research centers in Hinxton, Grenoble,
Hamburg, and Monterotondo. The cornerstones of EMBL's mission are: to perform basic
research in molecular biology, to train scientists and students at all levels, to offer vital services
to scientists in the member states and to develop new instruments and methods in the life
sciences.
Besides universities and institutes, also pharmaceutical and biotech companies have a research
unit. The most important players are: Bayer, BASF, Abbott Laboratories, Solvay, Pfizer,
Novartis, … These companies are not only competitors. As I mentioned before, they are also
partners when VIB licenses out patents.
On the level of technology transfer, there are also a lot of competitors. Each university where
scientific research is conducted, has a techtrans department. The techtrans department of the
universities in Leuven and Ghent are considered as the most important competitors. Not only
universities patent and license their new inventions, also biotech and pharmaceutical companies
do so. It concerns the same companies as mentioned in the previous paragraph.
On the communication level, there is one other important player on the Belgian market:
Technopolis29. It has the following mission statement: “Bringing science and technology to the
people”. This is carried out by means of the Flemish do-centre in Mechelen and through a wide
range of other activities in Flanders directed not only at students but also at the general public:
science weeks, science parties, a travelling science lorry, science theatre and more. Technopolis
has been continually providing the communication of science since 2000.
Just as VIB, Technopolis is financed by the Flemish government. And although their mission
resembles that of the VIB communication department, there are some important differences.
Technopolis communicates about science and technology while VIB communicates exclusively
about biotechnology. Moreover, VIB provides free information while this is not the case for
Technopolis.
28 EMBL, the European Molecular Biology Laboratory. http://www.embl.org/ (7/4/2007)
29 Technopolis-Over Technopolis. http://www.technopolis.be/nl/index.php?n=8 (27/4/2007)
16
7 SWOT-analysis
To summarize this first chapter, I will sum up VIB’s strengths and weaknesses but also its most
important threats and opportunities.
7.1 Strengths
VIB’s most striking characteristic is the fact that it combines three activities: strategic basic
research, knowledge transfer towards the industry, and providing information for the general
public. This combination makes VIB unique. Besides, VIB is linked with four universities. In this
way the VIB researchers stay active on an academical level and are in close contact with the
students of the local university, which ensures a continuous transfer of knowledge and a
constant influx of young people. This concept also promotes close collaboration and fruitful
interaction between VIB and the universities and strengthens the international competitiveness
of the Flemish life sciences. The spreading of the nine departments over four different
universities has another advantage: it creates the necessary competition between the
researchers. Additionally, the more than 40 nationalities strengthen VIB because the increasing
number of foreign Ph.D students, postgraduates and group leaders introduces stimulating
visions and new strategies. Finally, VIB stands for autonomy. VIB is not sponsored by
companies resulting in the fact that VIB is not obliged to conduct applied research; instead they
can conduct strategic basic research. This can only be realized by the funding of the Flemish
government.
7.2 Weaknesses
There are also strings attached to this funding: VIB is obliged to reach the goals set by the
government in terms of scientific productivity and industrial and social valorisation. The second
weakness is the fact that the nine research departments are spread over four different
universities which results in less contact between the practicising scientists. VIB also considered
this to be a weakness and they have come up with a solution: They appointed an integration
manager who improves interdepartmental communication and collaboration.
7.3 Threats
The biggest threat is the loss of the funding by the Flemish government, after all this funding
represents 40% of VIB’s income. Another issue that can mean an enormous threat is the flow
of Belgian top scientists toward foreign countries, especially the USA. These scientists can
largely contribute to the image of Flanders in the field of life sciences.
17
7.4 Opportunities
The Belgian government should invest in Belgian top scientists, so they should not have to go
abroad any more. It is also its task to attract top scientists30 towards Belgium - both Belgian
and foreign researchers - if it wants Belgium to remain an important research centre.
Internationalization has to be another goal. Although a lot of efforts have been done, this
should be a priority because foreign researchers can bring on new methods, visions and
strategies, resulting in new findings. A third opportunity is situated on the level of
communication, namely the reaching of a larger public on a younger age. Scientists@work, a
project which enables secondary school students to be a scientist for one day, already exists.
But because it is known that elementary school children are still a bit more open minded, VIB
also needs to reach them. They started with a pilot project, called ‘Bloed’. This should be
continued in order to create a bigger public support for biotechnology.
30 See appendix 1: interview with Joke Comijn, Communications Officer
18
CCHHAAPPTTEERR 22 :: TTHHEEOORRYY
1 Introduction
This theoretical frame concerns the consumer behaviour towards biotechnology and genetically
modified food in particular. I have chosen this subject since it fits in perfectly with my two
studies: biotechnology and MTB. And because it is a rather complex and ambiguous subject, it
really interested me. Besides, it is a hot topic: Recently (10 July 2007) Canvas broadcasted a
documentary about Monsanto, a biotechnological company that produces genetically modified
food.
The Flemish government, which sponsors VIB, wants to create more openness about
biotechnology towards the society. So, it is VIB’s mission to inform people in a neutral way
about biotechnology and its applications. Therefore, the VIB’s communications department
develops educational material and organizes events. The brochure ‘Become a scientist’ and the
events Scientists@work, Vlaanderendag and the exhibition DE ZAAK DNA are all initiatives to
generate more knowledge amongst the public. This knowledge is of paramount importance
because it is a determining factor in the attitude towards biotechnology and genetically
modified food. A more extensive and well-founded knowledge is also indispensable to make
conscious choices about the purchase and the future of genetically modified food and for
participating actively in the social debate.
My main assignment, processing a questionnaire of DE ZAAK DNA, investigates the knowledge
of the Flemish public. It is important that VIB gets a sharp picture of this, so future educational
material and events can be specifically tailored to this knowledge level of the Flemish people.
As mentioned before, in this chapter I will focus on the consumer behaviour towards
biotechnology and genetically modified food in particular. I will discuss the different consumer
groups with their attitudes and how these attitudes are formed. Further on in the chapter you
will find the reason why there is so little public support for genetically modified food – namely
mistaken marketing assumptions resulting in miscommunication. In addition, I will report some
effective strategies to convince consumers of the value of biotechnology and, in particular, how
communication can lead to a more positive perception of genetically modified food, for example
by means of target group communication, packaging, pricing and placement.
19
2 What is a gmo?31
A gmo or genetically modified organism is an organism to which genes are added or of which
the structure of one or more genes are modified. Genes are little pieces of DNA, the molecule
which determines the hereditary properties of an organism. An average meal contains a
teaspoon of DNA, because DNA is present in everything we eat.
3 Background
Genetically engineered crops have been and still are a subject of public controversy. At first,
biotechnology in general and genetically modified food in particular experienced little difficulties
in Europe. Even in 1986, when the first field trials were initiated, there was little protest. In the
autumn of 1996, this situation changed as a result of the import of genetic modified soybean
and corn from the US. Environmental and other organisations organized protest actions against
the ‘Frankenstein food’ resulting in contradictory coverage of genetic modified food. In February
1997, the worldwide presentation of the cloned sheep Dolly has made the general public aware
of the impact of biotechnology. Especially in Europe the debate on genetically engineered crops
is now very intense, but also in the US new rounds of discussion can be seen. All this has led to
more stringent regulations and reserved consumers.
4 Legislation32
Before genetically modified crops can be grown in the field, a critical study about the possible
ecological consequences is obliged. Some transgenic33 crops can cross with wild varieties which
are found in nature. In some cases, the ecological balance could be upset. An example: when a
transgenic plant, resistant from a disease, passes on this property to wild plants, these plants
are favoured by comparison with plants which do not possess this property. This could upset
the natural balance.
Just like in other European countries, transgenic crops can not be brought on the Belgian
market without permission of the government. The Belgian government strictly follows the
European guidelines. These guidelines distinguish three levels: (1) tests in the field, (2) growth
31 Custers R., Stoops S., Van Gysel A. (2001) Biotech-gids, biotechnologie in landbouw en voeding. s.l. Standaard
Uitgeverij
32 Van Gysel A. (2003) Genen op je bord. Amsterdam, Veen Magazines
33 See lexicon
20
of crops that are allowed on the market and (3) process the crops in food. The first level
requires the permission of the ministry of Agriculture. The submitted application is evaluated by
the Council of Bio safety. This council consists of scientific experts like biotechnologists and
ecologists. When they consider the application as being safe, the ministry of Agriculture gives
the permission to execute tests in the field. When these tests were successful, you can proceed
with applying for growing the crop commercially (second level). Therefore, a new file with
detailed risk analysis has to be submitted and has to be approved by the council. If they give a
positive advice, the file is sent via the European Commission to all the other members of the
European Union. The crop is only allowed on the market if all the other members agree. In this
stage the file is judged by a European advisory commission with scientific experts from the
different member states. Finally, when the crop will be processed in food (third level), the food
safety has to be demonstrated. In Belgium, you have to present the report to the ministry of
public health, assisted by the food inspection. Depending on the crop, the file has to include
different test results. These results are also evaluated by experts from the European member
states and by the European advisory commission concerning food. Permission implies very
stringent conditions with regard to labelling: since September 1998 European producers are
obliged to mention whether or not the product contains genetically modified ingredients on the
label.
In Belgium, you can only find transgenic crops on test fields. Commercially grown transgenic
crops are not yet under discussion. A possible change in the future will depend on the
consumers, the producers and the policymakers.
5 Consumer behaviour34
Worldwide proponents and opponents of gmo’s continue debating. I will try to explain the
different attitudes of consumers towards genetically modified food, how these attitudes are
formed and which properties influence them.
5.1 The different attitudes35
Consumer attitudes towards biotechnology fall into four groups: committed opponents of
bioengineered food (15.5 percent), those who favour biotechnology and welcome agricultural
biotech despite the risks (23.5 percent), those with mixed feelings who recognize both the
potential risks and benefits (26.5 percent) and an indifferent group that does not know or does
34 Gellynck X., Viaene J. (2003) De Vlaamse consument en genetisch gewijzigd voedsel. VIB publicatie
35 Doyle M. (2000) The consumer research report, Philadelphia, PA, Vol. 31, no. 1, p. 3
21
not care (34.5 percent). As you can see, opinions are sharply divided. What leads to these
dramatic different consumer attitudes towards biotechnology?
health risk environmental benefit consumer groups % attitude
perception risk perception perception
Indifferent Group 34,5 negative to neutral high very low low
Conflicted Group 26,5 negative to neutral very high high very high
Proponents 23,5 very positive very low low high Green Opponents 15,5 very negative low very high very low
Table II : The four consumer groups and their attitudes
5.2 How consumers form attitudes towards gmo’s
Someone’s perception of genetically modified food determines his attitude towards it. The
perception is determined by the knowledge of genetically modified food and the general
attitudes, for example towards science and the government. Finally, this knowledge and these
general attitudes are influenced by socio-demographic properties (See Figure II).
socio-demographic properties
↓ ↓
knowledge of genetically general attitudes
modified food
↓ ↓
perception of risks and benefits regarding genetically
modified food
↓
attitude towards genetically modified food
↓
intention to purchase genetically modified food products
Figure II : The formation of perception and attitudes36
5.2.1 Socio-demographic properties
A first remarkable finding is that the group of Proponents contains more men than the other
groups. It is also striking that the Green Opponents and the Proponents are higher educated
than the Indifferent Group and the Conflicted Group. A higher education does not necessarily
mean a higher acceptance of genetically modified food.
36 Gellynck X., Viaene J. (2003) De Vlaamse consument en genetisch gewijzigd voedsel. VIB publicatie
22
5.2.2 Knowledge of genetically modified food
According to consumer psychology, there are two general ways or routes – central and
peripheral – in which attitudes are formed.37 When people are motivated to understand an issue
and have the ability and opportunity to do so, their attitudes will be formed through a central
route of attitude formation. When they are not motivated to understand the issue, lack the
ability to understand it, or lack the time to digest the information, any message will be
processed in a peripheral way of attitude formation.
Not only the information processing style determines the consumer’s attitudes. Also a person’s
values and beliefs contribute to how he or she understands the benefits and risks of the
biotechnology process and of specific biotechnology food. And all these factors form a person’s
attitude towards biotechnology.
Wansink et al.38 mentioned that, when attitudes are centrally formed, the attitude is determined
by beliefs of various aspects of biotechnology weighted by the importance he or she gives to
each belief.
Attitude = ∑ (belief i x importance weight i)
When opinions are formed through a peripheral route, the focus is not on the assertions in the
message but on factors such as public opinion and emotions generated by advertising, labelling,
or the credibility of spokespeople or endorsers. This matter is closely connected with the fact
that people can be aware of an issue without having specific knowledge of it. Sheehy et al.39
reported that the majority of consumers, even highly educated ones, had little or no knowledge
of biotechnology. Their awareness of biotechnology, defined as ‘having heard of the term’, was
high however. This ‘high awareness but low knowledge’ is common in the biotechnology area
because genetic engineering is new and complex. The Indifferent Group and the Conflicted
Group know the least about genetically modified food, while the Proponents get the highest
score.
Knowledge causes in the Conflicted Group and the Proponents a higher benefit perception and
a lower risk perception. Increasing their knowledge by providing them with rational information
should have to lead to a higher acceptance. For the Green Opponents, on the other hand,
knowledge has a negative influence on the benefit perception and a positive influence on the
37 Kotler P., Robben H., Geuens M. (2003) Marketing management, de essentie., s.l., Pearson Education Benelux
38 Wansink B., Kim J. (2001) The consumer marketing of biotechnology. Journal of Commercial Biotechnology, Vol. 7,
no. 3, p. 249-259
39 Sheehy H., Legault M., Ireland D. (1998) Consumer and biotechnology: A synopsis of survey and focus group
research. J. Consumer Policy, Vol. 21, p. 359-386
23
risk perception. In other words, supplying information to this group of consumers usually results
in a more negative attitude towards genetically modified food. With regard to the Indifferent
Group knowledge is not the determining factor of perception. Here, an emotional approach is
more suitable.
knowledge impact on impact on consumer group
score (%) benefit perception risk perception
Indifferent Group 39,9 little to none little to none
Conflicted Group 40,5 positive negative
Proponents 52,1 positive negative Green Opponents 44,8 negative positive
Table III : The knowledge of genetically modified food40
5.2.3 General attitudes
Consumers have little confidence in the government and in food producers. Here it concerns the
government and the food producers in general, not the information they supply. The Green
Opponents show the least confidence in the government and the food producers, while the
Conflicted Group and the Proponents have the most confidence in the government. Next to
that, the Conflicted Group also has the biggest confidence in the food producers. The
Indifferent Group distrusts the government as well as the food producers, yet, less extreme
than the Green Opponents. These elements illustrate the importance of trust for a beneficial
perception by the consumers towards genetically modified food.
Although the attitude towards science and technology is positive, you can see differences
between the consumer groups. The Proponents favour science and technology, while the Green
Opponents are very sceptic about it. The Indifferent and the Conflicted Group are situated on
the positive side.
Besides differences, the four consumer groups share some opinions. All the groups indicate that
the quality of food has gotten worse over the years. And secondly, they are willing to try new
food products.
5.2.4 Intention to purchase genetically modified food products
Its attitude towards genetically modified food determines whether or not a consumer buys a
genetically modified product. The intention to buy seems to be slightly positive in Flanders.
Consumers are prepared to buy genetically modified products if the new properties fill a need.
The Proponents and the Conflicted Group are most prepared to buy such products, while the
40 Gellynck X., Viaene J. (2003) De Vlaamse consument en genetisch gewijzigd voedsel. VIB publicatie
24
Green Opponents have absolutely no intention of buying. The Indifferent Group reacts rather
neutral.
When familiar products should be brought on the market under a genetically modified form or
with genetically modified ingredients without having new properties which fill a need, the
consumer should prefer the familiar product without the genetic modification. Three out of four
Flemish consumers should therefore switch to another brand, if necessary.
6 Miscommunication due to mistaken marketing
assumptions41
Consumer understanding can not keep up with the accelerating development of biotechnology.
A large part of the confusion that consumers have about biotechnology is due to misguided
communication. Proponents of biotechnology, particularly the life science companies, base their
marketing campaign on a commodity promotion mindset and on ‘market share advertising’.42
Wansink et al.43 reported that the strategy of these companies has been to focus on the
advantages of the technology and on the long-term benefits that are not specific to consumers
but are more focused on the ‘global good’ of the products. This strategy is based on a series of
mistaken marketing assumptions that I will discuss in the following paragraphs.
6.1 Mistaken marketing assumption 1: The biotechnology controversy will
be forgotten
In 1994, public sentiment towards biotechnology was neutral or moderately positive. As a
result, the industry did not a lot to build public support for biotechnology because attitudes
towards it appeared to be improving.44 Moreover, proponents and marketers underestimated
the seriousness of the issue and they believed that the controversy concerning biotechnology
would blow over.45 So, when the ‘mad cow disease’ became an issue, a great part of the public
support that the biotechnology industry had, was lost. This loss of public support had two
41 Wansink B., Kim J. (2001) The marketing battle over genetically modified foods: False assumptions about consumer
behaviour. American Behavioral Scientist, Vol. 44, no. 4, p. 16-23
42 Wansink B., Kim J. (2001) The consumer marketing of biotechnology. Journal of Commercial Biotechnology, Vol. 7,
no. 3, p. 249-259
43 Ibid
44 Vacek S. (2000) Research reveals public opinion insight. Agri. Marketing, Vol. 38, no. 1, p. 46-47
45 Anderson B.B. (2000) Education and the understanding Keys to the future of biotech. Agri. Marketing, Vol. 38, no. 1,
p. 36-40.
25
important reasons. (1) Before the mad cow disease, the attitudes were improving but they were
neither fully formed nor stable. And (2) the industry had not done enough effort to educate
people, so they were not able to understand the issue and they overreacted. If the industry
continues to believe that the biotechnology controversy will pass, there is a great risk that all
the gained confidence will be lost when another ‘mad cow disease’ episode arrives. Indeed,
because of the sensitive nature of this issue and because of the lack of information, even a
moderately unrelated event could cause an overreaction. So even if the biotechnology
controversy passes, proponents continually need to counteract public misperceptions with
effective education46.
6.2 Mistaken marketing assumption 2: Science sells and fear fails
I mentioned earlier that, when a person’s attitudes have been formed through the peripheral
route, low awareness and little knowledge of biotechnology are characteristic. These people
also have no founded opinion concerning benefits and risks. This implies that his or her attitude
could easily be influenced by peripheral factors such as public opinion, publicity, source
credibility, labelling, emotion and fear. Animal rights activists and religious groups take
advantage of this by stimulating fear. Animal rights activists stress possible dangerous side
effects, while the religious groups oppose the use of biotechnology by saying that
experimenting with lives is ‘playing God’. Detailed scientific reports and testimonials by experts
will have little impact on their attitude towards genetically modified food.
The assessment ‘science sells’ is based on the notion that if one gives consumers the facts, they
will come to predictable conclusions. However, research revealed that this is not the rule: even
with identical information and beliefs, people will come to different conclusions. This means that
attitude formation is very complicated and not predictable because consumers not only have
different information, they also have different values, and different ways of combining this
information.
6.3 Mistaken marketing assumption 3: Consumers buy products, not
processes
Opponents of genetically modified products and many ‘undecided’ people need to accept the
process before they will accept the product. If we examine the tactics of anti-biotechnology
groups, they do not focus on product benefits (nutrition or cost savings) but on the things that
are not known about the process. Marketers have to erase the concerns encouraged by these
46 Styles M. (2002) Using education as a public relations tool for biotechnology. Plant cell, tissue and organ culture, Vol.
70, p. 23-26
26
anti-biotechnology groups. An appropriate way to do this is to focus on a step-wise approach
that educates the people about the process as well as the products (See Figure III). The first
step in this process should explain what biotechnology is and what its applications are. Once
the process is understood and accepted by the consumers, information about benefits and risks
(of specific biotechnological products) can be more effectively communicated. This way,
informed consumers will be able to make educated decisions regarding a particular biotech
product.
Adoption of a
particular biotech
product Product-
Acceptance of related
biotechnology products focus
in general
Acquisition of information on
product-related benefits and risks of
biotechnology
Acceptance of biotechnology (process)
Process-
Acquisition of information on related
benefits and risks of biotechnology focus
Increased awareness of biotechnology
(What is it? Where is it applied?)
Figure III : The step-wise process of consumer education47
6.4 Mistaken marketing assumption 4: Good for medicine means good for
food
Consumers accept biotechnology for medical purposes, but not necessarily for foods. They are
much more sceptic when it concerns food. These different attitudes toward biotechnology
medicine and biotechnology food can be explained by the way consumers perceive the
situation. As Kahneman and Tversky48 have shown, people show a risk-taking tendency when
the outcome is perceived as the reduction of a loss (‘I don’t want to be ill’), but they show a
risk-aversive tendency when the outcome is perceived as a gain (‘I want to be healthy’). In
general, biotechnological applications in the medical domain are perceived as loss reductions
47 Wansink B., Kim J. (2001) The consumer marketing of biotechnology. Journal of Commercial Biotechnology, Vol. 7,
no. 3, p. 249-259
48 Kahneman D., TVersky A. (1986) Prospect theory and evaluation, J. Cognitive Psychology, Vol. 73, no. 3, p. 34-48
27
while biotechnology food is perceived as a gain. For example, the benefit of a new medicine
developed with biotechnology can improve the health of an ill patient. The benefit of a food
product produced with biotechnology, however, is seen as an improvement of a food product
that already has a satisfactory level. One can conclude that consumer’s acceptance of
biotechnology food can be improved if one does not focus on the enhanced quality of the food
product but on the reduction of potential dietary risks.
6.5 Mistaken marketing assumption 5: Biotechnology education is a trade
association issue49
Biotechnology education can not be trusted to a trade association or a government agency.
Mostly, they avoid risks and want to build consensus. Because of the highly sensitive and
ambiguous nature of genetically modified food, there will always be controversy over safety and
ethical issues. That’s why biotechnology is not a trade association issue, but a branding issue.
Biotechnology must provide a clear and focused message that is tailored to consumers. In the
biotechnology marketing battle, the opponents of genetically modified food use powerful brand
names like ‘FrankenFoods’ and ‘Super Weeds’. This terminology makes consumers more and
more sceptic. After all, these phrases promote peripheral processing instead of a thoughtful
consideration of benefits and risks. Interesting to mention is that the term ‘genetically modified
organism’ or gmo was probably a product of focus groups conducted by biotechnology
opponents. The term was selected because it evoked the greatest number of negative
associations and attitudes.
One can conclude that trade associations and the government are not the most effective
authorities to brand biotechnology, not if you want them to create one clear message in a
consumer’s mind. The efforts made by trade associations have not obtained the results they
hoped for.50 If firms want to compete with the negative image that opponents of biotechnology
create, they need to realize that branding biotechnology deserves some of their best marketers.
It is too important to be outsourced or trusted to a trade association or government agency.
7 Effective strategies
The most critical objective in the marketing of biotechnology is to manage both short-term and
long-term public opinion. Current negative public opinion about the use of biotechnology,
especially in the food industry, is largely due to a lack of information.
49 Franz N. (2000) Biotech firms launch major PR campaign, Chemical Week, Vol. 162, no. 12, p. 16
50 Wansink B., Ray M.L. (1996) Advertising strategies to increase usage frequency, J. marketing, Vol 60, no.1, p 31-46
28
Marketing strategies meant to influence the short-term public opinion should focus on
counteracting public misperceptions and educating consumers about the benefits of
biotechnology. The main task is to accelerate consumer acceptance through the use of more
effective persuasion strategies, and the use of targeting, packaging, pricing, promoting and
educating.
In contrast to managing short-term public opinion, the controversy over safety and the ethical
issues involved in the use of biotechnology is a persistent problem that will continue even if
biotechnology becomes widely accepted. Biotechnology is quickly advancing and some of the
current safety issues may indeed become non-issues. Other concerns will last and are related to
the fact that living organisms are adaptive and their change is not completely predictable or
controllable. In the long term, therefore, researchers and the government should try to
minimize potential risks. Different roles that should be played by different groups are suggested
below.
7.1 Roles played by different groups to accelerate the acceptance of
genetically modified food
The government as well as researchers can play a significant role in the acceptance of
biotechnology and genetically modified food.
7.1.1 The government as safeguard
Despite some doubt regarding the efficiency of the government, many focus groups and
surveys indicate that consumers want the government to play some role in providing regulation
and safety protection. These regulations provided by the government will contribute to
eliminating some of the concerns consumers have about genetically modified food and
biotechnology in general.
7.1.2 Researchers provide information and guarantee safety
Universities and other research institutions account for the majority of genetic engineering and
biotechnology research and development. They are, therefore, well positioned to play a role in
guaranteeing the safety as well as in providing up-to-date information on biotechnology and its
applications. While industry sponsorship of university research has become usual practice, the
public still sees these educational and research institutions as the most credible source of
biotechnology information. An active effort to establish and maintain integrity and impartiality of
research by these institutions is crucial.
29
Continuous education is extremely important even if it appears that many consumers are not
interested in the issue. After all, it keeps interested consumers informed and offers
disinterested consumers the opportunity to learn. The more effort that is invested in education,
the less risk there is that consumers will some day overreact to biotechnology on the basis of
emotion, fear or memorable phrases.
7.2 Which communication for which consumer behaviour?51
To inform consumers correctly matters greatly. After all, a more extensive and well-founded
knowledge allows them to make conscious choices about the purchase and the future of gmo’s
and to participate actively in the social debate. However, the consumer does not exist. Every
consumer has his own information needs and has to be approached differently.
As said before, in Flanders the consumers can be divided into four consumer groups, each with
their own characteristics and needs. Communication who takes this into consideration - in other
words target group communication - is recommended. Target group communication about
genetically modified food includes six steps, which you can find in Figure IV. Furthermore, you
can find an explanation of the first four steps; step five (budgeting) and six (implementation &
evaluation) of the process are not discussed because they are rather irrelevant for my part of
theory.
7.2.1 Target group
First, you have to identify and characterize the different target groups. What is their profile,
what are they interested in, … ? In this case, the target groups are the four consumer groups,
we discussed earlier: the Proponents, the Green Opponents, the Indifferent Group and the
Conflicted Group.
51 Gellynck X., Viaene J. (2003) De Vlaamse consument en genetisch gewijzigd voedsel. VIB publicatie
30
Target groups
↓
Objectives
↓
Designing messages → themes
↓
ideas for messages
↓
concept
↓
finished message
↓
Media planning52, media buying53 & selection of information sources
↓
Budgeting
↓
Implementation & evaluation → to disperse the message
↓
end of communication
↓
evaluation
Figure IV : The six steps in the development of target group communication54
7.2.2 General and specific objectives
To improve and nuance the knowledge of the consumers should be the main purpose of
communication about genetically modified food. More correct and more extensive knowledge
allows consumers to put the risks and benefits of genetically modified food into perspective and
to make conscious choices with regard to the consumption of genetically modified food.
52 Media planning involves the following choice: ‘which media will be used where and when to communicate the
message?’
53 Media buying concerns the purchase of time and space in the chosen media.
54 Gellynck X., Viaene J. (2003) De Vlaamse consument en genetisch gewijzigd voedsel. VIB publicatie
31
Communication with the Indifferent Group should imply the transformation of their fixation on
the possible health risks to a more nuanced image where potential risks as well as benefits are
taken into consideration. The Conflicted Group asks questions starting from their concern about
possible health and environmental risks. Communication should answer these specific questions
and should also improve their poor knowledge concerning genetically modified food.
Communication with the Green Opponents and the Proponents should result in the fact that
they examine their arguments critically in favour of or against genetically modified food. Which
are right, which not?
7.2.3 To design messages
Messages have to be designed based on the profile of each of the four consumer groups and on
the specific goals. This means that one has to develop separate messages for each target
group.
7.2.4 Appropriate information sources en media
The following paragraphs give an overview of appropriate information sources and media for
each of the four consumer groups.
7.2.4.1 The Indifferent Group
For the Indifferent Group the following conclusions were made in previous paragraphs: (1) The
tone of communication addressed to the Indifferent Group should be rather emotional and (2)
their knowledge of genetically modified food is rather limited. These are two important reasons
to use media with a great emotional impact by which the reader/viewer can determine his own
pace (external pacing55). For example a playful television programme in which consumer
organisations and scientists take part or a brochure abundantly supplied with illustrations.
Possible newspapers that can be used are Het Nieuwsblad, De Standaard and De Morgen.
Initially, they should be informed by familiar sources, like scientists and consumer organisations
who take part in information sessions or a radio programme in cooperation with scientists, in
which listeners participate, for example a game with simple, scientific questions. This also
means that Internet and periodicals are not recommended because Internet is not often used
and periodicals are not familiar. In a later phase of communication, information about ‘how and
why genetic modifications in food production’ can be provided by food producers in order to
gain the confidence of the Indifferent Group. Youngsters of the Indifferent Group can be
reached by demonstrations, experiments and excursions (for example a guided tour in a
55 External pacing means that the the receivers can process the information at their own pace, for example a
newspaper.
32
biotechnology company) organized by the school.
7.2.4.2 The Conflicted Group
Precisely because the Conflicted Group has a limited knowledge of genetically modified food
there is a preference for media with external pacing. Scientists, consumer organisations and the
government are information sources they trust, consequently, they are the obvious persons to
communicate about genetic modifications. But also food producers, the biotechnology sector
and even the distribution sector can contribute to inform the Conflicted Group about genetically
modified food products, preferably by means of exhibitions and brochures that are abundantly
supplied with illustrations. Also certain newspapers such as Het Nieuwsblad, De Standaard and
Gazet van Antwerpen are recommended to reach the Conflicted group. This can also be
achieved by regional radio and television: programmes in cooperation with scientists, consumer
organisations, food producers and government, in which listeners participate. Another possibility
is an information session organized by the local government in which scientists, consumer
organisations, the biotechnology sector, the food industry and the distribution sector
participate. Internet and periodicals are not recommended as they are not familiar. In order to
reach youngsters of the Conflicted Group, school can organize demonstrations, experiments and
excursions (for example a guided tour in a biotechnology company).
7.2.4.3 The Proponents
The ideal way to reach the Proponents is by media which can provide extensive, scientific
information such as scientific articles in newspapers (Het Nieuwsblad, De Standaard, Gazet van
Antwerpen) and informative periodicals (Fit en Gezond, Feeling, Knack, Natuur en Techniek).
Also Internet is recommended. The best sources of information are familiar sources like
scientists, consumer organisations and to a lesser degree the government and food producers
for a professional explanation of their products. So, information sessions with different experts
as speakers are suitable. If one wants to reach the young Proponents one can do this by means
of demonstrations, experiments and excursions (for example a guided tour in a biotechnology
company) organized by the school.
7.2.4.4 The Green Opponents
To convince the Green Opponents one should not use mass media as they form a little group
(15.5% of the population). Periodicals of ecology groups or Third World organisations (Velt, De
Wereld Morgen), exhibitions with themes such as the Third World and the environment,
information sessions organized by ecology groups and Third World organisations in which
consumer organisations and scientists participate, are only a few examples by which Green
Opponents can be reached. Recommended newspapers are Het Nieuwsblad, De Standaard, and
De Morgen and also regional radio and television are appropriate: radio programmes in which
listeners participate and television programmes in cooperation with scientists, consumer
33
organisations, ecology groups and Third World organisations. After all, familiar information
sources such as ecology groups, Third World organisations, consumer organisations and
scientists are the ideal endorsers to gain the trust of the Green Opponents. Nevertheless, the
government, the food industry and the biotechnology sector should participate in such debates
to raise the limited confidence that they get. Young Green Opponents can be reached in the
same way as youngsters of all the other consumer groups: by demonstrations, experiments and
excursions organized by the school.
7.3 Packaging
Consumers’ attitudes and purchase decisions are based on a variety of information that comes
in a variety of forms. Packaging is one of these. From a marketing point of view, it is critical
that any decision to label a package must take into consideration how the label will affect the
target market.
Since September 1998, the European Commission obliges the European producers to mention
whether or not the product contains genetically modified ingredients on the label.56 There are
two exceptions. (1) In some derivated products there is no more modified DNA present,
although the original plant was a gmo. For example on the label of refined oil, originating from
modified soya, one can not find information concerning the genetic modification of that soya.
(2) Producers only have to mention a genetically modified ingredient when it accounts for more
than 1%. This rule is introduced because it’s not easy to separate the gmo circuit of the non-
gmo circuit. It’s possible that a machine, a silo or a ship are not completely cleaned and as a
result, little amounts of gmo’s are mixed with non-gmo’s. These are the two cases in which
producers do not have to indicate ‘genetically modified’ on the label. For some consumers
labelling makes no difference, for others, it might serve as a signal of quality or genuineness
and others consider it as an unwarranted warning. So, if a company labels a package, the
company has to consider carefully how it is done. Consumers are prejudiced against particular
terminology such as ‘genetic enigneering’ and ‘genetically modified organism’. It is important to
avoid the unease invoked by these terms either through omission or the use of different
terminology. She also has to keep in mind that labelling and product packaging should reflect
the positive aspects of the industry. When possible, consumer organisations which are in favour
of biotechnology products and research institutions should be used as endorsers for the
products or technology because they are considered as most trustworthy.
56 Custers R., Stoops S., Van Gysel A. (2001) Biotech-gids, biotechnologie in landbouw en voeding. s.l. Standaard
Uitgeverij
34
7.4 Pricing
The price of biotechnology products must encourage first-time buyers to purchase the products
instead of more conventional products. Marketers sometimes promote a new brand by reducing
the price by 20 percent. However, it is important not to lower the price too much because
people will perceive these products as being products of less quality57.
Because consumers generally lack knowledge and information to evaluate the value of
biotechnology products, price is the sole indicator of the quality. Prices should be similar to
other non-biotechnology high-quality foods in order to convince people of the quality. One
option is to keep the prices of a biotechnology product as high as the other brands, but to offer
a larger product for the same price. This can also be accomplished by keeping the price stable
while clearly underlining the benefits of the biotechnology product. Furthermore, multiple unit
prices (e.g. three for €3) and purchase limits (e.g. only twelve per customer) can dramatically
increase the number of the units that are bought, by exposing consumers longer to the
product.58
7.5 Placement
It is important to align the biotechnology food products with their non-biotechnology
counterparts. This reduces the probability that the product will be viewed as ‘fake’ or ‘synthetic’.
Also the introduction of the products into health food stores or into the ‘healthier’ sections of
grocery stores can be appropriate for some products. The importance of positioning decreases,
however, in markets where consumers are well informed about biotechnology. Here,
differentiation techniques may even work as an advantage.59 Additionally, efforts should be
made to give the products a more natural image. By innovative promotion and thoughtful
product positioning, the biotechnology products can achieve an air of familiarity, quality and
conventionality.60
57 Kotler P., Robben H., Geuens M. (2003) Marketing management, de essentie., s.l., Pearson Education Benelux
58 Wansink B., Kent R.J., Hoch S.J. (1998) An anchoring and adjustment model of purchase quantity decisions, J.
Marketing Res., Vol. 35, no. 1, p. 71-81
59 Wansink B. (1994) Advertising’s impact on category substitution, J. Marketing Res., Vol. 21, no. 4, p. 95-105
60 Chandon P., Wansink B., Laurent L. (2000) A congruency framework of sales promotion effectiveness, J. Marketing,
35
CCHHAAPPTTEERR 33 :: IINNTTEERRNNSSHHIIPP
1 Introduction
My traineeship started on the 22nd of April 2007. On the day of my arrival, I was introduced to
Sooike Stoops, my second trainee mentor next to Ann Van Gysel. Ann Van Gysel had to run the
whole communication department, so the daily follow-up of my traineeship was passed on to
Sooike Stoops. I also met my co-workers of the communication department. Afterwards I was
given a short tour around the offices; I met most of the employees and visited all the different
departments.
The main project I worked on, was DE ZAAK DNA. I completed the following assignments for
this project: I analyzed the knowledge of the Flemish public concerning biotechnology on the
basis of an inquiry held during the exhibition DE ZAAK DNA. Afterwards, I presented my
findings to the communication department. The results will be used to judge whether the
exhibition has reached the main goals, to decide if an exhibition is the ideal way to educate the
Flemish public properly, and to consider if they will organize more exhibitions in the future. My
findings were very important for the future communication plan of VIB.
I also assisted the communication team in some small but nevertheless quite interesting PR
tasks during the VIB Sportsday, Vlaanderendag and Scientists@work. My last assignment was
to design a brochure to inform secondary school students who are planning to study
biotechnology on college or at university.
2 DE ZAAK DNA
2.1 Background
As mentioned earlier, the mission of the VIB communication team is to inform the general
public about biotechnology by means of campaigns, books, brochures, school projects, teaching
material, lectures, exhibitions and fairs. This way, they create a bridge between scientists and
public, by translating the complex scientific jargon into a comprehensive language. A whole
range of educational tools are at the public’s disposal if they want to find out more about
biotechnology and its potential applications in society. The means of communication are tailored
to the different target groups like politicians, press, teachers and youngsters.
Vol. 64, no. 4, p. 54-66
36
In 2006, VIB gathered its forces to create a new exhibition, DE ZAAK DNA, that was set up in
the Sint-Pieters Abbey in Ghent. You could pay a visit from 31 March 2006 until 18 March 2007
and there were 50 226 visitors who did so. This exhibition presented – in an interactive and
inviting way – the role of biotechnology in medicine and its influence on our health. Visitors
entered the house of the ‘Van Gent’ family and had to solve a crime. During the exhibition, they
received a lot of useful tips in order to unravel the mystery. Meanwhile, he or she discovered –
by means of brief messages, multimedia and interactive elements – the role of biotechnology in
our daily life. In each room of the house, the visitor found an interesting detail, played an
interactive game, or conducted a test.
In connection with this exhibition VIB published a catalogue that explained the content of the
exhibition in detail in words and pictures. In addition, there were also educational packets for
teachers, and VIB organized lectures and evening events to initiate the general public into the
world of biotechnology.
2.1.1 History
Some visitors of DE ZAAK DNA were asked to fill in a questionnaire. By means of this
questionnaire VIB wanted to examine the influence of the exhibition on the knowledge of the
average exhibition visitor. Before the exhibition a similar study had been done (the pre-study
questionnaire) also with the objective to examine the knowledge of the Flemish public regarding
biotechnology in current and future medicine.
When the pre-study questionnaire was drawn up, the content of DE ZAAK DNA was not fully
elaborated. The general themes were already known, but not yet the exact filling-in. As a
result, not all the answers to the questions of the pre-study questionnaire could be found in the
exhibition DE ZAAK DNA. One of the reasons why some themes were omitted or changed was
because the pre-study questionnaire had shown that a number of subjects appeared to be
common knowledge amongst the Flemish public.
Since the pre-study questionnaire did not cover the whole content of the exhibition, a new
questionnaire was drawn up to evaluate ‘the contribution of the exhibition to the visitor’s
knowledge about biotechnology’. A few questions of the pre-study questionnaire were retained
and others were changed so that the new questionnaire covered the exhibition.
Another supplementary change was the addition of a few questions regarding the visitor’s
appreciation of the exhibition (content and concept). By means of a scale rating from 1 to 5
(whereby 1 stands for ‘total disagreement’ and 5 for ‘total agreement’) people could give their
opinion. Additionally, there was also an open question about the general impression of the
37
exhibition.
2.2 Briefing
VIB, in particular the communication department, commissioned a report on the evaluation of
the exhibition DE ZAAK DNA (see appendix 4).
2.2.1 Objectives
VIB set some specific objectives. By means of the executed second survey they wanted to
examine the following well-defined research questions:
� What is the visitor’s knowledge about biotechnology after a visit to the exhibition DE
ZAAK DNA? This research question was examined by means of a questionnaire filled in
after paying a visit to the exhibition. Further on in this dissertation I wil refer to this
questionnaire as ‘questionnaire after’.
� Has the general public made any progress in biotechnology knowledge compared to the
moment of the pre-study questionnaire? This second question was answered by
comparing the pre-study questionnaire with the ‘questionnaire after’. The comparison
included only the questions that could be found in both the questionnaires. Here, I
have to remark that the public of the pre-study questionnaire (the general public) is
different from that of the ‘questionnaire after’. The respondents of the latter are people
who are already motivated to pay a visit to the exhibition.
� Has the visitor’s knowledge about biotechnology increased after a visit to the exhibition
DE ZAAK DNA? Therefore, an identical questionnaire was filled in before and after
paying a visit to the exhibition by the same persons. I will refer to this questionnaire as
‘questionnaire before & after’.
� What is the visitor’s assessment of the exhibition? This was examined by 5 assertions
such as “I have learnt something from the exhibition”. The visitors could agree or
disagree by giving these assertions a mark from 1 to 5. Additionally, there was also an
open question about the general impression of the exhibition.
38
2.2.2 The different questionnaires
This document refers to 3 different kinds of questionnaires.
Pre-study questionnaire : conducted before the realisation of DE ZAAK DNA, in order to
examine the biotechnology knowledge of the general public at that moment. (See appendix 2).
Questionnaire after : conducted immediately after a visit to the exhibition. This questionnaire
is used for determining the biotechnology knowledge of the visitors as well as for comparing
with the pre-study questionnaire in order to find out if there is a positive evolution with respect
to the knowledge about biotechnology. (See appendix 3).
Questionnaire before & after : This is composed of two questionnaires: one conducted just
before the visitors entered the exhibition and one immediately after a visit to the exhibition.
Both ‘before’ and ‘after’ it concerned an identical questionnaire, filled in by the same persons.
By means of these 2 questionnaires I examined whether visitors have learned something about
subjects which occurred in the exhibition. If this was the case, this should have resulted in
improved answers. (See appendix 3).
Remark: The questions of the questionnaire before and of the questionnaire before & after are
the same; the questions of the pre-study questionnaire are similar, but differ somehow from the
questions of the two other questionnaires.
Phrasing
The questions of ‘questionnaire after’ represent the themes of the exhibition and the answers to
all of them were to be found in the exhibition, with exception of questions 10, 12 and 17.
The questions of ‘pre-study questionnaire’ represent partially the themes of the exhibition so
the answer was not always to be found in the exhibition. We will only compare the questions
which remained the same in the pre-study questionnaire and the ‘questionnaire after’.
Size of the sample survey & response rate
In order to get a representative result with regard to the knowledge and the opinion of an
average visitor, we needed to have 500 completed questionnaires of the type ‘questionnaire
after’. This aim was achieved; no less than 589 visitors filled in the questionnaire.
Half of this group had also been asked to fill in the same questionnaire before entering the
exhibition. But out of the 250 visitors who filled in the ‘questionnaire before’ only a part was
prepared to fill in the same questionnaire again after the exhibition. Therefore, the goal was not
39
achieved; only 168 respondents filled in the questionnaire before and after.
Type of questionnaire # respondents
Pre-study questionnaire 444
Questionnaire after 589
Questionnaire before - after 168
Table IV : The total number of respondents per questionnaire
2.3 Stepwise description of my task
2.3.1 Input of data
After collecting and numbering the questionnaires, I inserted all the data into the computer
which took about one week. This happened by means of the computer program SPSS.13.
SPSS61 or Statistical Package for the Social Siences is – like the name suggests – a computer
program which is used for statistical analysis in social sciences. With SPSS, data can be
� Inserted
� Processed
� Analyzed (for example the determination of the statistical significance of a difference
between two groups).
2.3.2 Data processing
Processing the data with SPSS, took another week. I first looked at the composition of the
respondents. Therefore, I examined demographic data such as gender, age, profession and so
on.
Then I tried to give a rough sketch of the results by means of frequency tables and the
accompanying graphs and diagrams. This made clear how many respondents gave a certain
answer, expressed in percentages.
Furthermore, I examined the answers according to gender, age, highest obtained certificate,
profession, and professional familiarity with biotechnology by means of crosstabs and I used
the matching tests to study whether there were significant differences in the answers of the
61 SPSS. www.spss.com (23/4/2007)
40
distinct groups. For the experts of SPSS: I used tests like chi square, oneway anova en
independent samples T-test (depending on the number of possible answers).
Finally, the visitor’s appreciation was studied by five assertions which were given a mark from 1
to 5. Again, I examined the answers according to gender, age, highest obtained certificate,
profession, and professional familiarity with biotechnology by means of crosstabs and I looked
for significant differences.
Not all answers, however, could be processed in this way. I had to treat the open question
separately from the others and the most interesting suggestions and/or remarks that were
made, were included in the paper. These suggestions can be very useful for the future.
2.3.3 Analysis of the results
Because the discussion of all outcomes would be too long-winded, I selected the most
interesting and important results. I will first discuss the outcomes of the ‘questionnaire after’,
then you will find the comparison of the pre-study questionnaire with the ‘questionnaire after’,
followed by a comparison of the biotechnology knowledge before and after the exhibition.
Additionally, you can find some general remarks and finally I will discuss the visitors’ evaluation
of the exhibition DE ZAAK DNA. I spent two weeks on putting together these results and
drawing up the solid document they asked for.
Questionnaire after
The ‘questionnaire after’ brought to light that men and women obtained similar scores. This
means that the biotechnology knowledge of both groups is on the same level.
When I compared the answers according to the highest obtained certificate, the ones with a
university degree appeared to give the best answers (72.8%), followed by the category with a
college certificate (67%). People with a secondary school diploma obtained an average of
58.4% and people with a primary school diploma scored 53.7%.
I also made a comparison according to age. This revealed that the category ‘36 until 45 year’
obtained the highest average score, while the category ‘<25 year’ and ‘>60 year’ scored worst.
Interesting to know for VIB, was whether some themes were better known by specific age
categories, for example, whether subjects like Alzheimer were better remembered by seniors
and information about vaccinations were better remembered by young parents. This did not
appear to be the case. Biotechnology subjects are not correlated with age.
41
The comparison according to profession did not reveal spectacular results. As expected, the
people working in the medical sector and doing scientific research obtained a significant better
score than the other categories.
Comparison of the pre-study questionnaire with the ‘questionnaire after’
VIB insisted to examine if there was a positive evolution in the biotechnology knowledge when
comparing the pre-study questionnaire (2005) and the ‘questionnaire after’ (2006-2007). I did
what they asked but I did have an important comment on this comparison: the results of these
questionnaires can not simply be compared with each other because of:
� The difference in respondents: the general public (pre-study questionnaire) versus the
visitors of the exhibition (questionnaire after); in the latter, it concerns people who are
already motivated to pay a visit to the exhibition.
� The adaptation of a few questions: most of the questions of the ‘questionnaire after’
were borrowed from the pre-study questionnaire but some were altered, omitted or
added because: (1) A number of subjects appeared to be common knowledge amongst
the Flemish public. (2) VIB wanted to cover the whole exhibition and this was not fully
the case with the pre-study questionnaire.
Consequently, results have to be interpreted cautiously. Therefore, we will examine changed
and unchanged questions separately.
As expected, adding modifications to the questions - and as a result increasing the level of
difficulty – has led to a spectacular decrease in the number of correct answers (84.4% versus
66.1%).
For the identical questions there appeared to be a slight progress in biotechnology knowledge,
but as mentioned, these results have to be treated with caution because of the difference in
respondents.
Evaluation of the questionnaire before & after
These two identical questionnaires, one conducted before and one after the exhibition, are
meant to investigate whether the exhibition has a positive influence on the biotechnology
knowledge of the visitors.
When we compare the answers given before and after, fifteen out of twenty questions are
better answered after the exhibition, four questions are answered roughly the same (no
significant difference) and one question is answered worse.
42
Three out of twenty questions did not occur in the exhibition and were used as a kind of
‘control questions’. We find them in the category where the answers stayed roughly the same.
We can conclude that knowledge about themes which were not present in the exhibition
remains the same.
For that one question which was answered worse, VIB wanted a possible explanation. So I
studied the exhibition text concerning that subject. I discovered that the text could be
interpreted wrongly because of the difficulty of the used terminology, certainly by people who
are not familiar with biotechnology terms. This remark should be taken into consideration in
case a future exhibition is set up.
With respect to the fifteen improved questions, there are six questions which are remarkably
better answered. The exhibition imparted knowledge to the visitors, especially concerning these
subjects: (1) breast cancer, (2) insulin, (3) DNA, (4) vaccinations, (5) stem cells, and (6) heart
and vascular diseases.
General remarks
500 visitors were asked to fill the ‘questionnaire after’, after visiting the exhibition. Half of this
group had also been asked to fill in the same questionnaire before entering the exhibition.
When we compare the first category – that did not fill in a questionnaire in advance – and the
second category – that did so – we see that the second category scores a lot higher than the
first one.
We can conclude that visitors who completed a questionnaire in advance obtain a remarkably
better result than when this was not the case. Therefore, we can recommend schools to draw
up a list of questions which contains subjects they consider as the most important so that
students are obliged to look at these themes and, as a result, remember it better. Because VIB
recognizes the importance of a list of questions, they promised me to do an effort to put a list
of questions at students’ disposition during the next exhibition.
Furthermore, VIB wanted some recommendations concerning future communication. What is
already common knowledge and which subjects are known less? The recommendations below
for future biotechnology communication are solely based on the questions asked. This does not
necessarily mean that – if the questions in connection with biotechnology medicines are badly
answered – that there is not much known about this whole theme; however, it is an indication.
These recommendations must, therefore, be interpreted with caution.
When we study the questionnaire, the questions in connection with the following subjects were
worst answered: biotechnology medicines, composition of a vaccine, genetic tests, heart and
vascular diseases, and stem cells. Consequently, a great effort has to be done to communicate
about these themes. Better answered were the questions in connection with: genes,
biotechnology tests, vaccination programme, insulin and gene therapy. So for these themes
43
some supplementary communication is recommended. The questions in connection with:
obesity, antibodies, cells, DNA, cancer and personalised medicine were very well answered. This
information has become common knowledge and therefore, extensive communication is not
necessary any more in this case.
Appreciation
The visitors’ appreciation was studied by 5 assertions which are given below.
1. I consider the intention of the exhibition as a success.
2. I discovered which role biotechnology can play in medicine, in advance I wasn’t aware
of this.
3. I have learnt a lot from the exhibition.
4. The family story made it more concrete and easier.
5. I consider the crime as a surplus value to the exhibition.
% - No opinion +
Intention is successful 4,1 12,8 83,1
Role of biotechnology in medicine 28,9 34,7 36,4
I have learnt a lot 17,8 34,5 47,7
Family story made it concrete 14,4 23,7 62
Crime is surplus value 25,5 20,7 53,8
Table V : The evaluation of the exhibition DE ZAAK DNA
This table reveals that most of the respondents considered the intention of the exhibition as a
success (83.1%). Assertions number two and three were not that well evaluated. This outcome
can partially be attributed to the relatively great number of visitors that were already familiar
with biotechnology by their profession or by their education. We assume that this group of
visitors has a lot of foreknowledge and as a result, the gained knowledge is rather limited. After
all, the exhibition’s target group is the large public which means that the information is kept
basic and is explained in a very simple way. For the third assertion “I have learnt a lot from the
exhibition” we can also make the remark that this assertion is evaluated after the 20 knowledge
questions. When people did not manage to answer them fluently, they could assume that they
had not learnt much after all. The two last assertions were better evaluated. The visitors
seemed to appreciate the family story and the crime which made it lighter and more concrete.
44
Open question: remarks about the exhibition
In 77% of the cases, visitors gave a positive reaction such as: “well done”, “interesting way of
presentation”, “interactive”, “nice tests on the pc”, “the crime is cool”, “very instructive” and so
on. However, it revealed some less positive points as well. “Too crowded” and “too long waiting
periods to have access to the computers” were the most mentioned remarks. Additionally, some
visitors made remarks about the crime story. The search for the thief should dominate the other
biotechnology information, others said that that they wanted even more crime and others made
the remark that the solution of the crime was too easy. A last remark that was made more than
once was the fact that they had not learnt a lot because of too extensive foreknowledge.
Summary and recommendations
� The visitors’ knowledge about biotechnology is moderate, but it improves enormously
when they receive a questionnaire in advance. So I recommend putting a list of
questions at the visitors’ disposal.
� As we have seen, there was one question that was answered worse, probably due to
too complex terminology. So, make sure that the basic information is kept clear and
simple.
� Since a lot of visitors said they had already too extensive foreknowledge, VIB could
work with a so-called “expert frame” next to the more basic explanation. This “expert
frame” could give some additional background information in a more scientific
language.
� In general, the evaluation is rather good although the evaluation of the assertion “I
have learnt a lot from the exhibition” was a little disappointing. That is why I suggest
putting the evaluating questions before the knowledge questions. After all, when people
do not manage to answer them properly, they assume that they have not learnt much
at all.
2.3.4 Presentation
After drawing up a document of about 100 pages, Sooike asked me if I could present the
results to the communication department (See appendix 5). She told me that it had two goals:
The first objective was to inform – and as a result, motivate - the employees of the
communication team. If the outcome was positive, people could be proud of what they had
realised and it should motivate them to carry on. If the outcome was not as good as expected,
they could examine what went wrong and learn a lesson from these results, in the hope that
the team is motivated to improve future events. Besides motivating people, there was also a
second objective. The communication team, and in particular the communications manager Ann
45
Van Gysel, needed the results of DE ZAAK DNA in order to give account to the management for
their expenses. So the outcome was of great importance since the exhibition accounts for an
important part of the communication’s budget.
For presenting my results, I used Microsoft PowerPoint. I tried to make it as appealing as
possible by making a master slide on which the detective of DE ZAAK DNA was portrayed.
Furthermore, I also limited the amount of text. Instead I used a lot of graphs and tables. When
my PowerPoint presentation was finished, Sooike read it through and recommended some little
changes. After her approval, I rehearsed it a few times at home because I really wanted it to be
a success.
The day of the presentation I was quite nervous. After all, the communications manager was
also going to attend this presentation. But once I began, the nerves disappeared and it went off
without a hitch. At the end of the presentation, I repeated the main conclusions and made
some recommendations because during the first half op the MTB year – when we gave a lot of
presentations - a small summary at the end was always appreciated. Afterwards, Sooike told
me that it was well presented: enthusiastic, convincing and professionally. On the other hand,
she also made the comment that I should have had introduced the subject more extensively.
She told me: “It’s not because you have been working on this project for weeks, that you can
assume that your public knows what you are talking about.” I must admit she was right. In the
future I will put myself in their place first, so I will better understand their needs. Additionally,
she told me that I could speak a little slower. I know that this is one of my weaknesses, but in
the future I will pay attention to it.
2.4 Evaluation
Evaluating DE ZAAK DNA was my main assignment. I was really excited I could work on this
project. I got the opportunity to coordinate my own project, without always needing to ask
what I had to do. This was the ideal chance to find out if I was able to work independently and
to put all the things I learned during the MTB programme into practice. Especially the courses
Market Research given by Prof Dr Patrick Van Kenhove and the examination of the internal
communication of UZ Ghent were very useful. Also the large number of presentations during
the year has really improved my speaking skills in front of a public and helped to keep my
nervousness in control. It has been a good practise for the presentation of my findings of DE
ZAAK DNA, which I had to present to the whole communication department, the
communications manager (Ann Van Gysel) included.
46
3 Brochure “Become a scientist”
Apart from processing the questionnaire of DE ZAAK DNA, VIB also asked me to compile a
brochure to inform secondary school students who are planning to study biotechnology in
college or at university (See appendix 6). VIB gave me a lot of freedom; I was allowed to
compile the whole brochure myself. But I had less than 2 weeks to realize this extremely
exciting task.
As mentioned in my theoretical framework, communicating with the consumer about
biotechnology requires target group communication. This is communication that takes the
specific characteristics and needs of a particular consumer group into consideration. The first
step was defining the target group. In this case, it is secondary school students who are
planning a higher education in life sciences. Then I needed to determine the objectives. There
was only one goal that had to be achieved, namely convincing secondary school students to
study biotechnology or another life science. The third step involved the design of the message.
VIB wanted to present biotechnology - and life sciences in general - in an appealing way in
order to convince secondary school students to start one of these studies. In short: “Become
scientist because science is cool!” But how do you realize this? I thought about the period I
decided to start studying biotechnology. I only received terribly boring brochures with a wealth
of information: the different courses, the timetables, the credits and so on. I also collected the
current brochures of several universities and colleges; surprisingly, almost nothing changed in
comparison with seven years ago. One thing was sure: these brochures had not convinced me
to study biotechnology; they just supplied information if you already decided to study science.
So I limited the scholar information as much as possible. Some information was indispensable:
the addresses and websites of the different schools where youngsters can study life sciences,
the possible studies, the carreer opportunities, … Apart from that necessary information, I tried
to make it as appealing as possible. So I thought of what should have convinced me at that
time. As starting-point I used our daily life because I wanted them to realize that biotechnology
is touching almost every aspect of our lives. That is why I wrote a little family story that
describes the lives of the different family members and which explains that a biotech story lies
around every corner. I also added an article about the EPO test as it is currently a topical
subject and I revised a few press releases of our own VIB scientists, so that students recognize
the value of biotechnology and its applications.
My task was to decide over the content of the brochure. Then I needed to collect all these
stories, articles, pictures and information and I revised press releases, wrote stories and other
information that I found was missing. I did not assist in the other steps of target group
communication (media planning, budgeting and dispersing the message) as they were carried
out after I left.
47
4 Vlaanderendag
Besides DE ZAAK DNA and the brochure, I also assisted in a few smaller projects. The first one
was Vlaanderendag. This took place the 22nd of April. I was asked to show people round the
VIB laboratories. Because I worked there for a year, I was excited. VIB participates in this type
of project because it contributes to reduce the distance between scientists and the public. For
me personally, the guided tour in the VIB research laboratories was an extremely instructive
experience to meet people who consider science as a mystic world, largely due to the
unfamiliarity with this area. Although their knowledge about science was very limited, they
seemed to be interested in scientific research as long as you explained it in a comprehensive
and passionate way. I kept this experience at the back of my mind when I was asked to design
the brochure ‘Become scientist’ for future biotechnology students. If you can turn scientific
jargon into comprehensive language with daily applications, it appeals to students and the
general public.
5 Scientists@work
As we have seen in the theoretical part of this thesis, one approach can be used to appeal to
youngsters of all target groups: Youngsters can be reached by demonstrations, experiments
and excursions (for example a guided tour of a biotechnology company) organized by school.
Because VIB already knew that it is extremely important to convince people of the value of
biotechnology when they are still young, they took this opportunity to work out a unique school
project, Scientists@work. Nowadays, Scientists@work is a fixed value in the world of education
and science. The target group consists of students and teachers from the second and the third
grades. They all have the chance to work in a laboratory during a day as real scientists.
Experienced, professional scientists supervise the projects that are done in various life sciences
domains: the medical sciences, agriculture and food, bio-informatics, and industrial
biotechnology. This project is a real success. More and more students want to participate to
work for a day with a practicing scientist. For some, this is the first step towards higher
education in life sciences.
My role in this event was attending all meetings and participating in the closing event in the
Aula. The preparatory meetings were very instructive. Although I did not assist in planning
Scientists@work, the meetings made me realize that organizing an event involves a long-term
effort. Every week the colleagues reported the progress they made. In this way, I could
experience the evolution of an event. I realised that it requires a lot of time and energy and
that you have to take into consideration not only the most obvious matters, such as the
arrangement of the catering, the reservation of the Aula, the contact with the press but also
48
1001 details. Next to meetings, I helped to set up the closing celebration of Scientists@work in
the beautiful Aula at Ghent University. During a mini-symposium, ten laureates would present
their projects to the public and the press by means of a poster and an oral presentation. The
present jury of scientists would also test their knowledge about their particular project, and
ultimately three groups would be crowned as winners.
The day began with furnishing the Aula. Around noon, we welcomed the students and put them
at ease because most of them were quite nervous. I accompanied each group to the Aula,
where they could rehearse their presentation for the last time. I needed to keep an eye on time
because everything was organized according to a tight schedule. Meanwhile the press and jury
arrived and the presentations could start. During the symposium, I needed to put the presents,
brochures and books ready for all the participating students. When the presentations were
finished, the jury held a deliberation and the press had to be informed about the winners.
Now, I certainly recognize the value of a reliable timetable. If you want to steer an event in the
right direction a ‘who, when, where’-scenario, which tells you who is in charge of a certain
activity and when and where it has to be executed, is a must. Especially when you welcome a
lot of guests and when you are with a lot of co-workers, a carefully drawn up timetable is
indispensable.
6 Sports day
The second smaller project was the VIB Sports day. The last day before this event was really
hectic because that morning there was announced on the radio that the Bourgoyen were closed
due to the presence of asbestos. If you know that we had planned a walk for 200 people and
this could not take place, we had a serious problem. Because my colleagues could use every
help they could get, I suggested taking care of the signposting and the maps. We did not have
to provide this for the walk in the Bourgoyen as this was a guided one. But because the guides
of the Bourgoyen were not prepared to do an alternative walk elsewhere and because we did
not manage to reach other guides we had to map out a new route and we had to make
signposts.
That day, people came in and out and asked me lots of stuff. I discovered that I can keep my
cool in difficult circumstances. Although I was not used to this kind of working pace, I adjusted
very well and I was able to assist my colleagues in solving some problems.
49
CCHHAAPPTTEERR 44 :: CCOONNCCLLUUSSIIOONN
I gained a lot of experience on professional level as well as on personal level during the six
weeks I did my internship at the VIB communications department. The most important things I
have learnt are resumed in this fourth chapter.
1 Experience on a professional level
I have to admit that I was really nervous my first day at VIB. But the nerves disappeared as the
people of the communication department gave me a cordial welcome. I immediately felt at
home in this open-minded and dynamic workplace: everybody was really helpful and I could ask
anything anytime.
When Sooike Stoops told me about the project DE ZAAK DNA and its importance for further
decisions, I got really excited and wanted to start working on it right away. This project was a
real opportunity for me to prove my independence because none of my colleagues was able to
work with SPSS so I did not have a lot of support as far as that is concerned. Although I like
teamwork, it did not mind working on my own. This project really boosted my confidence,
especially when I had to give a presentation to the communication team. Although I was very
nervous, I brought it to a favourable conclusion.
When I heard about my second assignment - drawing up a brochure - and the total freedom
they gave me, I considered it as the ultimate opportunity to show that I have a lot to offer. I
enjoyed this freedom and I am really grateful that they had so much confidence in me. At the
beginning, making decisions for the content of the brochure was hard, but gradually this
became easier and easier and at the end I really enjoyed to have that much decision power.
The other smaller assignments provided a lot of variety: Sports day, Vlaanderendag and
Scientists@work. Each event was the result of excellent teamwork. I learned to be a part of a
team and to trust in my fellow team members. For me, as a perfectionist, it is not always easy
to pass on assignments to other people and to feel confident about the result. But when you
have to organise events, it is impossible to do it on your own. So, you are obliged to trust your
colleagues and to be confident about the outcome. I realized very fast that the communication
team was a team with a common goal; it was like an oiled machine. They also made me realize
that you can fall back on the others if something is not going according to the plan, like the day
before the sports day when everything was going haywire. During my traineeship period, I was
50
really a part of the communication team. They considered me as one of them and I was
honoured that they asked me to give feedback on several campaigns they were working on. I
also attended all the meetings because Ann Van Gysel thought it was important that I had a
global picture of a communication department: their budget, the assignments, the goals, the
future, …
From a personal point of view, I really liked to be involved in more important and substantial
projects such as DE ZAAK DNA and that I was given various smaller but nevertheless interesting
assignments, which made a welcome change. I was very pleased with the responsibility I was
given and the trust the team had in me. Above all, I would like to thank my fellow team
members for lending me a hand when needed.
2 Experience on a personal level
During my traineeship, I had a short informal evaluation by Sooike Stoops who made a very
good professional analysis of the person I am. She told me that I am certainly capable to work
independently, but that I also function well in a team, that I am self-confident and that I can
stand up for myself. She also made me a compliment that I am very driven to achieve my goals
and that I am not afraid to say my opinion, even though I am criticised because of that.
I also discovered things of which I was not aware of. It appeared that I set great store by a
friendly working environment. Therefore, I appreciated a lot the great efforts VIB does to create
teamspirit. Some examples: there is a kitchen where you can get some coffee, tea, fruit and
candy; this is a real meeting place. Furthermore, you can play badminton with colleagues on
Wednesday at noon. And every Friday VIB organizes a Happy Hour, a moment where you can
drink and chat with your colleagues. It is amazing how these small initiatives can contribute to
a better working environment. I consider this as being extremely important because when you
are working, you spend a lot of time at work and therefore, you should feel a little bit at home
at work.
3 Evaluation of the MTB programme
The link with the MTB programme was always very clear. Everything we learned from the guest
speakers who talked about communication, internal as well as external, helped me a lot to get
used to the working pace and the terms that were daily used in a communication department.
Furthermore, the project where we examined the internal communication of UZ Ghent and the
51
lessons Market research of Prof. Dr. Van Kenhove were also very useful for me because due to
this project and these lessons, I was able to work with SPSS. And what I want to underline is
that I am really grateful for the fact that we had so much presentations during the year. In
Dutch, French or English, they all helped me to boost my confidence and to control my
nervousness.
For my personally, MTB was a year full of new experiences. Never before had I done so many
projects in group. I found this extremely instructive because you learn a lot about your
communication and social skills. You also learn to put something into perspective – in my case
this was not easy being a real perfectionist. Although the projects asked a lot of time and
energy, I really enjoyed it. It is the ideal way to get to know someone and I believe that these
projects are the base of the many friendships that were built during the year. I really want to
underline this: MTB has become a real group of friends. Also the seminars contributed a lot in
this perspective.
Another new experience was the contact with professionals and the business community. The
guest speakers as well as the people who showed us around their company, presented their
work or their firm in such an exciting and enthusiastic way, so it could not leave you cold.
Especially the visit to Ecover, made a deep impression. It is such an amazing company,
unbelievable. And the people overthere were really convinced of the green concept. Even the
smallest details were taken into consideration.
Although the lessons of Prof Dr Roegiest were quite difficult for me - the sole knowledge I had
was from secondary school - they appeared to be very useful. While writing sales letters, he
always underlined the importance of the focus on the client. Also the product seminar where I
gave a French presentation was a bull’s eye. This presentation was attended by real
professionals who gave a lot of advice and tips I could use for my VIB presentation.
To conclude I would like to say that taking my traineeship at VIB was an excellent choice and I
really enjoyed working there. In the 6 weeks I spent at VIB, I learned a lot about myself and
how a professional communication department works. I got the opportunity to get involved in
several interesting projects and I was able to interact with a lot of different people. It was the
perfect final of a fantastic MTB year.
52
Lexicon
biomarker A biochemical feature or facet that can be used to measure the
progress of disease or the effects of treatment.
(http://www.medterms.com/script/main/art.asp?articlekey=6685)
biotechnology The use of microorganisms, such as bacteria or yeasts, or
biological substances, such as enzymes, to perform specific
industrial or manufacturing processes. Applications include the
production of certain drugs, synthetic hormones, and bulk
foodstuffs as well as the bioconversion of organic waste and the
use of genetically altered bacteria in the cleanup of oil spills.
(http://www.thefreedictionary.com/biotechnology)
credit company a finance company that makes loans to manufacturers and
wholesalers.
(http://www.thefreedictionary.com/commercial+credit+company)
DNA Deoxyribonucleic acid, or DNA, is a nucleic acid molecule that
carries the genetic information which determines individual
hereditary characteristics.
(http://www.answers.com/DNA?cat=health)
lactic acid bacteria A large group of beneficial bacteria that have similar properties
and all produce lactic acid as an end product of the fermentation
process. They arewidespread in nature and are also found in our
digestive systems. Lactic acid bacteria have been used to ferment
foods for at least 4000 years eg yoghurt, cheese... They may also
be responsible for food spoilage.
(http://www.microbemagic.ucc.ie/glossary.php)
life sciences Any of several branches of science, such as biology, medicine,
anthropology, or ecology, that deal with living organisms and their
organization, life processes, and relationships to each other and
their environment. Also called bioscience.
(http://www.answers.com/topic/biology-1?cat=health)
53
molecular biology The study of biology on a molecular level including the structure,
function, and makeup of biologically important molecules such as
DNA, RNA, and proteins. The field of molecular biology involves
many other areas of biology such as biochemistry and genetics.
http://www.medterms.com/script/main/art.asp?articlekey=25720
nanobodies Nanobodies are a type of antibodies derived from camels, and are
much smaller than traditional antibodies. Antibodies and
nanobodies are proteins in the human immune system that help
the body fight foreign invaders, especially pathogens and toxins.
(http://www.answers.com/topic/nanobodies)
secondary metabolites Secondary metabolites are organic compounds that are not
directly involved in the normal growth, development or
reproduction of organisms. Unlike primary metabolites, absence of
secondary metabolities only results in mild impairment for the
organisms, for example: lowered survivability/fecundity.
(http://www.answers.com/topic/secondary-metabolite?cat=technology)
stem cell One of the human body's master cells, with the ability to grow into
any one of the body's more than 200 cell types. All stem cells are
unspecialized. They retain the ability to divide throughout life and
give rise to cells that can become highly specialized and take the
place of cells that die or are lost.
(http://www.medterms.com/script/main/art.asp?articlekey=10597)
strategic basic research Strategic basic research is experimental and theoretical work
undertaken to acquire new knowledge directed into specified
broad areas in the expectation of useful discoveries. It provides
the broad base of knowledge necessary for the solution of
recognised practical problems.
(http://www.jcu.edu.au/office/research_office/researchdef.html)
therapeutics Therapeutics refers to the use of drugs and the method of their
administration in the treatment of disease.
(http://www.medterms.com/script/main/art.asp?articlekey=18810)
54
transgenic Having genetic material (DNA) from another species.
(http://www.medterms.com/script/main/art.asp?articlekey=11295)
55
List of appendices
Appendix 1 : Interview with Dr. Joke Comijn, Communications officer
Appendix 2 : Pre-study questionnaire
Appendix 3 : Questionnaire DE ZAAK DNA
Appendix 4 : Paper DE ZAAK DNA
Appendix 5 : Powerpoint presentation DE ZAAK DNA
Appendix 6 : Brochure “Become a scientist”
56
Appendix 1 : Interview with Joke Comijn, Ph.D.,
Communications officer
� Wat vind u de grootste sterkte van VIB?
� Algemeen : VIB overkoepelt drie activiteiten: onderzoek, techtrans en
communicatie, wat uniek is.
� Binnen het onderzoek : Het wetenschappelijk onderzoek is zeer divers, er wordt
onderzoek gedaan op verschillende domeinen en de onderzoeksgroepen staan
allemaal in contact met elkaar en worden op de hoogte gehouden van elkaars
onderzoeksresultaten. Onverwachte links leggen tussen verschillende resultaten
gaat dus een pak vlugger dan wanneer de onderzoeksgroepen apart zouden
opereren.
� Binnen techtrans : Techtrans kan onmiddellijk de link leggen tussen
wetenschap en industrie, aangezien ze direct aan de bron van de
onderzoeksresultaten zitten.
� Communicatie : Het departement communicatie staat ook in direct contact met
de wetenschappers waardoor ze gefundeerde info kunnen verstrekken.
Daarnaast heeft het departement het enorme voordeel dat het voldoende
financiën van de Vlaamse overheid krijgt, dit in tegenstelling tot andere
communicatiediensten die vaak maar het resterend te besteden budget
toegewezen krijgen. De subsidies laten ook toe dat alle info gratis kan verstrekt
worden. Zo bestaan er gratis educatieve pakketten, brochures, enzovoort.
� Wat is het grootste verschil tussen VIB en andere biotech bedrijven?
� VIB is een instituut en vzw, vandaar dat het dus moeilijk is om het te
vergelijken met andere bedrijven. We kunnen wel een vergelijking maken
tussen de start-ups van VIB en andere biotechbedrijven. Het grootste verschil
zit in het feit dat de VIB start-ups (nog) niet aan productie toe zijn; ze zitten
nog steeds in de onderzoeksfase (= enkel research) terwijl andere
biotechbedrijven naast research ook de ontwikkeling op zich nemen (= R&D).
Wanneer een VIB start-up in de ontwikkelingsfase komt, zal ze dit dan ook
uitbesteden aan een ander bedrijf.
� De start-ups van VIB halen hun geld dus niet uit de winst van de productie van
medicijnen of andere biotechtoepassingen, in tegenstelling tot andere biotech
bedrijven. De financiering van start-ups komt dus van risicokapitaal.
57
� Op welke vlakken kan VIB nog verbeteren?
� We zouden meer kunnen investeren in internationale uitstraling, waarbij ook de
nationale bekendheid niet mag vergeten worden. VIB moet zich nog meer
profileren als hét kenniscentrum voor biotechnologie, zodat mensen
biotechnologie direct linken aan VIB. Ook leken. Dit blijkt nu nog niet het geval
te zijn. Budgettair gezien kan VIB geen grote mediacampagne opzetten.
Daarom moet VIB blijven doorgaan met lekenprojecten en jongerenprojecten
zoals scientists@work.
� Op internationaal vlak zou VIB kunnen gaan samenwerken of een voorbeeld
stellen naar het buitenland om unieke projecten op te zetten zoals
scientists@work.
� Wat zijn de toekomstperspectieven van VIB?
� Onderzoek: In de toekomst moeten we nog meer goede wetenschappers naar
België halen en hen voldoende financieren zodat ze in in het onderzoek aan het
werk kunnen blijven, en niet overgaan naar de industrie. Daarbij moet ook een
inspanning gedaan worden om Belgische topwetenschappers in België te
houden.
� Communicatie: We willen zeker ook nog meer nationale bekendheid verwerven
met behulp van een lekenwebsite. Daar bestaan nu al concrete plannen voor.
� Techtrans: Deze dienst loopt goed zoals het nu is. Bewijs daarvan is de
overname van Cropdesign door de wereldspeler BASF.
� Om in de toekomst te blijven presteren zoals we nu bezig zijn, zal het
noodzakelijk zijn om te blijven evalueren en kritisch te blijven, een belangrijke
taak die weggelegd is voor onze wetenschappers, maar ook voor het
management.
� Wat we in de toekomst willen vermijden, is een nog sterkere groei van VIB. VIB
groeide op 10 jaar van ongeveer 500 mensen uit tot een bedrijf van meer dan
1000 mensen. Ik geloof niet dat, wannneer we blijven groeien, dit op termijn
tot betere resultaten gaat leiden.
58
� Wat vind u de grootste bijdrage die VIB levert aan de maatschappij?
� VIB zorgt ervoor dat het onderzoek niet alleen binnen de muren van het
onderzoekslabo blijft, maar ook terechtkomt bij de mensen. Onderzoek bij VIB
is erop gericht een maatschappelijke bijdrage te leveren, zo doen ze onderzoek
naar het ontstaan en de genezing van ziektes. Ook de dienst communicatie zet
biotech in de kijker en laat mensen kennismaken met wetenschappelijk
onderzoek. Vooral jongeren krijgen de kans om gratis evenementen mee te
maken zoals scientists@work.
� Hoe staat u tegenover genetisch gewijzigd voedsel?
� Persoonlijk sta ik er niet weigerachtig tegenover, zolang het de intrinsieke
bedoeling heeft om problemen op te lossen. Bijvoorbeeld wanneer getracht
wordt om een gewas te wijzigen zodat het mogelijk wordt om het op arme
grond of in uiterst droge omstandigheden te telen. Met andere woorden,
wanneer het een bijdrage levert aan de maatschappij heb ik er geen problemen
mee. Het ligt anders wanneer het gaat om tomaten een mooiere kleur te geven
of om appels meer te laten blinken. Dan sta ik er niet achter.
� Wel moet hierbij strikt de bestaande wetgeving gevolgd worden. Deze
wetgeving moet ook op constante basis bijgeschaafd worden waar nodig en
telkens herbekeken worden. Een strikte controle op de veiligheid is een
absolute must.
� Wat is volgens u de beste manier om mensen een positievere attitude te laten
aannemen tegenover genetisch gewijzigde voeding?
� Correct informeren is volgens mij nog steeds de beste manier om mensen iets
bij te brengen. Deze informatie moet eenvoudig en duidelijk zijn. Ook wanneer
er vanuit de media verkeerde informatie verstrekt wordt, vind ik het de taak
van VIB om hen op die fouten te wijzen.
� Aanwezig zijn bij debatten en een actieve discussie voeren met voor- en
tegenstanders, draagt ook bij tot de bewustwording bij mensen. Tijdens deze
debatten de incorrecte ideeën omtrent ggo’s weerleggen en de vooroordelen
ertegenover wegwerken, is een belangrijke taak voor VIB.
59
� Hoe zou u in de toekomst nog meer mensen willen bereiken?
� Aangezien de media een enorme impact hebben, zouden we goede visibiliteit
kunnen krijgen indien we bijvoorbeeld op tv aan debatten kunnen deelnemen.
Innovatief wetenschappelijk onderzoek kan ertoe bijdragen dat we meer in de
kijker komen en dat VIB zich meer kan profileren.
� De website voor leken, waar er nu al plannen voor gemaakt worden, moet dé
site bij uitstek worden voor leken indien ze iets willen weten over
biotechnologie en al zijn aspecten.
� Stel dat u een onbeperkt communicatiebudget hebt, wat doet u ermee?
� Ik zou een gefundeerd communicatieplan opstellen waarbij duidelijk
omschreven wordt wat ons doelen zijn, wie we willen bereiken en wat de meest
aangewezen manier is om dit te doen.
� Ik zou ons communicatieteam ook uitbreiden zodat we in staat zijn om zelf
onze projecten en campagnes uit te werken van begin tot einde, in plaats van
sommige onderdelen te moeten uitbesteden aan externe bureaus, zoals dit nu
het geval is. IT-mensen, vormgevers en dergelijke zouden een toegevoegde
waarde zijn voor ons team.
� Wat onze communicatieprojecten betreft, zou ik de projecten waarmee we nu
bezig zijn zeker behouden, want het opzet daarvan is goed. Wat wel nog zou
kunnen verbeteren is de bekendmaking van de projecten. Radio, tv, affiches,
reclame op bussen en trams kunnen hiertoe zeker bijdragen, maar door gebrek
aan budget behoort dit nu niet tot onze mogelijkheden.
Appendix 2 : Pre-study questionnaire
1. Spier-, hersen- en huidcellen zijn verschillende soorten cellen die in je lichaam zitten. Hoe zien deze cellen eruit?
A. Elke soort is rond. B. Elke soort is stervormig. C. Elke soort is verschillend van vorm.
2. Wat is DNA?
A. DNA is een stof die door de hersenen aangemaakt wordt als je gesport hebt. B. DNA is een stof die alleen bij mensen aanwezig is. C. DNA bevat de informatie voor eigenschappen van o.a. mensen, dieren en planten.
3. Wat zijn genen?
A. Genen zijn fouten in het DNA waardoor je een erfelijke ziekte krijgt. B. Genen zijn DNA codes voor de aanmaak van eiwitten. C. Genen zijn stoffen in het bloed die voor zuurstoftransport zorgen.
4. Een aantal van je eigenschappen wordt beïnvloed door zowel erfelijkheid, als door omgeving
en leefgewoonten. A. Bijvoorbeeld een kuiltje in je kin. B. Bijvoorbeeld je lichaamslengte. C. Deze stelling klopt niet.
5. Welke stelling over obesitas (vetzucht) is waar?
A. Er kan een genetische aanleg aan de basis liggen, maar je leefstijl en omgeving hebben ook invloed.
B. Het is een genetische aandoening waar je niets aan kunt doen. C. Het wordt enkel veroorzaakt door je leefstijl en omgeving.
6. Kanker kan op verschillende plaatsen in het lichaam voorkomen. Wat kenmerkt deze ziekte?
A. Cellen die zich niet meer kunnen delen. B. Cellen die zich ongecontroleerd gaan delen. C. Een verstopping van de bloedtoevoer naar organen, waardoor er geen zuurstof en
voedingsstoffen meer aangevoerd worden. 7. Er bestaan verschillende diagnostische tests, ontwikkeld via biotechnologie. Hiermee kun je
je o.a. op ziekten laten testen. Je kunt je laten testen: A. Enkel op erfelijke ziekten. B. Enkel op infectieziekten. C. Op erfelijke ziekten en infectieziekten.
8. Als je wil weten of je aanleg voor darmkanker hebt, kun je je laten testen met een genetische
test. Deze is: A. Niet verplicht en toegankelijk voor iedereen. B. Verplicht voor iedereen met aanleg in de familie. C. Niet verplicht en enkel toegankelijk voor iemand met aanleg in de familie.
9. Wanneer je zou willen testen of je aanleg hebt voor een erfelijke ziekte kun je:
A. Je laten testen in een genetisch centrum. B. Een test halen bij de apotheek. C. Je laten testen door je huisarts.
10. De nieuwe diagnostische tests, ontwikkeld met behulp van moderne biotechnologie, kunnen over het algemeen: A. Sneller en nauwkeuriger ziekten opsporen. B. Enkel kankers opsporen. C. Alle bestaande ziekten opsporen.
11. Eén van de functies van de cellen van het immuunsysteem is:
A. Lichaamseigen en lichaamsvreemde stoffen van elkaar onderscheiden. B. De pijngrens van het lichaam verhogen. C. Het ritme van het hart regelen.
12. Als je ‘immuun’ bent, wil dat zeggen dat je dezelfde ziekte niet nog eens kunt krijgen. Wat
heeft je lichaam tegen die ziekte aangemaakt? A. De stof immunoline. B. Rode bloedcellen. C. Geheugencellen.
13. Multiple Sclerosis of MS is een auto-immuunziekte. Wat is een auto-immuunziekte? A. Een ziekte waarbij een bacterie lichaamseigen cellen afbreekt. B. Een ziekte waarbij het afweersysteem lichaamseigen cellen afbreekt. C. Een ziekte waarbij hormonen lichaamseigen cellen afbreken.
14. Als kind heb je een aantal vaccinaties gekregen. Waaruit kan een vaccin bestaan?
A. Stamcellen die je beschermen tegen een ziekte. B. Stukjes van de ziekteverwekker. C. Een paar cellen van de ziekteverwekker, maar zo weinig dat je er meestal niet ziek van
wordt. 15. In België bestaat een vaccinatieprogramma voor kinderen. Dit programma is opgesteld om
kinderen te beschermen tegen een aantal ziekten. Welke van de volgende stellingen over dit programma is waar? A. Het bestaat alleen in België, andere landen kennen zo’n programma niet. B. Het verplicht iedereen om zijn/haar kind te laten vaccineren tegen alle ziekten uit dit
programma. C. Het heeft groepsimmuniteit als doel, zodat een ziekte uit een samenleving
verdwijnt. 16. Insuline is een hormoon dat diabetici als geneesmiddel krijgen. Waar haalt men, in de
Westerse wereld, insuline tegenwoordig voornamelijk vandaan? A. Uit het bloed van mensen. B. Uit genetisch gewijzigde bacteriën. C. Uit varkens.
17. Hoeveel procent van de geneesmiddelen die vandaag in ontwikkeling zijn, is met behulp van moderne biotechnologie gemaakt? A. Ongeveer 20 %. B. Ongeveer 50 %. C. Ongeveer 80 %.
18. Gepersonaliseerde geneeskunde is een mogelijkheid voor in de toekomst. Wat houdt dit in?
A. Je krijgt specifieke medicatie die afgestemd is op je genetisch profiel. B. Je geneest jezelf zonder de hulp van een huisarts. C. De huisarts besteedt meer aandacht aan elke individuele patiënt.
19. Er is een tekort aan menselijke donororganen. Naar welke mogelijke alternatieven doet men
onderzoek? A. Donororganen uit dieren. B. Donororganen via stamcellen. C. Deze beide mogelijkheden.
20. Schaap Dolly is een bekend voorbeeld van een gekloond dier. Het DNA van een gekloond dier komt uit een lichaamscel van één dier. Dit DNA: A. Kan van een vrouwelijk en van een mannelijk dier komen. B. Kan alleen van een vrouwelijk dier komen. C. Kan alleen van een mannelijk dier komen.
21. We kennen klonen als het kopiëren van organismen. Voor welke toekomstige toepassing
wordt deze techniek verder ontwikkeld? A. Om insuline te produceren. B. Om stamcellen te produceren. C. Om een nieuwe zonnebrandolie te produceren.
22. Gentherapie kan in de nabije toekomst mogelijk gebruikt worden om:
A. Iemand van een ziekte te genezen, door een gezond gen in cellen van een patiënt te brengen.
B. Iemand van een ziekte te genezen, door imuuncellen te laten uitgroeien tot organen. C. Het ontstaan van alle allergieën bij kinderen te voorkomen.
23. Als je met gentherapie behandeld bent voor een erfelijke aandoening, zul je de aanleg voor
de ziekte niet meer doorgeven aan je kinderen. A. Juist, want je bent genezen. B. Juist, op voorwaarde dat de gentherapie ook in de geslachtscellen is toegepast. C. Niet juist, gentherapie heeft hier geen invloed op.
Algemene informatie Geslacht:
� Vrouw � Man Beroepssector:
� Medische sector � Verkoopmedewerker � Industrie/ bouw � Overheidsdienst � Onderwijs � Landbouw � Informatica/ automatisering � Ambachtsman/ handelaar � Juridische sector � Gepensioneerd � Horeca � Werkeloos � Wetenschap/ onderzoek � Anders, namelijk.... � Student, specificeer....
Kom je beroepsmatig in contact met deze onderwerpen?
� Ja � Nee Op welke (andere) manier(en) informeer je je erover?
� Tijdschriften � Internet � TV � Radio � Kranten � Anders, namelijk...
Leeftijdscategorie:
� 18-25 � 46-60 � 26-35 � 61 en ouder � 36-45
Wat is je hoogst behaalde diploma (voor studenten: je huidige studieniveau)
� lager onderwijs � hoger / niet universitair � secundair / middelbaar � universitair of post-universitair
Zou je de tentoonstelling bezoeken?
� Ja � Nee
�..................................................................................................................................................................
Enquête erfelijkheid en gezondheid
Hartelijk bedankt voor het invullen van de enquête.
Wil je de antwoorden bekijken?
Deze staan vanaf 1 mei op:
www.vib.be/antwoorden
Let op! Je hebt versie 2 ingevuld.
Wil je informatie ontvangen over de tentoonstelling van volgend jaar? Noteer je adres dan hieronder (dit zal los van de enquête behandeld worden). Naam................................................................................................................................. Adres................................................................................................................................. .......................................................................................................................................... E-mail..............................................................................................................................
Appendix 3 : Questionnaire DE ZAAK DNA
Inhoud tentoonstelling
1. Het menselijk lichaam is opgebouwd uit zo’n tienduizend miljard cellen. Welke bewering is waar? A. Al jouw cellen bevatten hetzelfde DNA en hebben dezelfde functie. B. Al jouw cellen bevatten hetzelfde DNA, maar hebben een verschillende functie. C. Al jouw cellen bevatten verschillend DNA en hebben een verschillende functie.
2. Welke bewering over DNA is juist?
A. DNA bevat de erfelijke informatie van o.a. mensen, dieren en planten. B. DNA is enkel bij mensen en dieren aanwezig. C. DNA is opgebouwd uit 20 bouwstenen.
3. Wat zijn genen?
A. Elk stukje DNA is een gen. B. Genen zijn DNA-codes voor de aanmaak van eiwitten. C. Genen zijn fouten in het DNA waardoor je een erfelijke ziekte krijgt.
4. Welke van onderstaande eigenschappen wordt beïnvloed door zowel erfelijkheid, als door
omgeving en leefgewoonten. A. Kuiltjes in je wangen. B. IQ. C. Bloedgroep.
5. Welke stelling over obesitas (vetzucht) is waar?
A. Het is een genetische aandoening waar je niets aan kunt doen. B. Er kan een genetische aanleg aan de basis liggen, maar je levensstijl en
omgeving hebben ook invloed. C. Het wordt enkel veroorzaakt door je levensstijl en omgeving.
6. Kanker kan op verschillende plaatsen in het lichaam voorkomen. Wat komt voor bij alle types
kanker? A. Cellen die zich niet meer kunnen delen. B. Een verstopping van de bloedtoevoer naar organen, waardoor er geen zuurstof en
voedingsstoffen meer aangevoerd worden. C. Cellen die zich ongecontroleerd gaan delen.
7. Borstkanker kan erfelijk zijn. Bij hoeveel procent van de patiënten is dit het geval?
A. 5 tot 10%. B. 40 tot 50%. C. 100%.
8. Hart- en vaatziekten worden veroorzaakt door genetische aanleg in combinatie met
omgevingsfactoren. Volgende aspecten hebben een negatieve invloed: A. Roken en alcohol. B. Man-zijn. C. Beide antwoorden zijn goed.
9. Er bestaan verschillende tests, ontwikkeld via biotechnologie, waarmee je je op ziekten kunt
laten testen. Dit kan gebruikt worden: A. Enkel voor infectieziekten. B. Enkel voor erfelijke ziekten. C. Voor erfelijke ziekten en infectieziekten.
10. Als je wil weten of je aanleg voor darmkanker hebt, kun je dit te weten komen via een genetische test. Deze is: A. Niet verplicht en toegankelijk voor iedereen. B. Niet verplicht en enkel toegankelijk voor iemand bij wie het voorkomt in de
familie. C. Verplicht voor iedereen bij wie het voorkomt in de familie.
11. Bepaalde aandoeningen zijn volledig erfelijk bepaald. Als een koppel erfelijk belast is voor
een bepaalde erfelijke aandoening, kan men met pre-implantatiediagnostiek enkel de gezonde embryo’s voor inplanting in de baarmoeder selecteren. Welke bewering is juist over dit soort tests? A. Met zo’n test kan men garanderen dat het kindje geen enkele gekende erfelijke
aandoening zal hebben. B. Met zo’n test kan men garanderen dat het kindje deze erfelijke aandoening niet
zal hebben. C. Zo’n test is niet mogelijk, men kan immers alleen maar testen tijdens de zwangerschap
en dan eventueel beslissen om de zwangerschap af te breken. 12. Multiple Sclerosis of MS is een auto-immuunziekte. Wat is een auto-immuunziekte?
A. Een ziekte waarbij een bacterie lichaamseigen cellen aanvalt. B. Een ziekte waarbij je afweersysteem lichaamseigen cellen aanvalt. C. Een ziekte waarbij hormonen lichaamseigen cellen aanvallen.
13. Als kind heb je een aantal vaccinaties gekregen. Waaruit kan een vaccin bestaan?
A. Een paar exemplaren van de ziekteverwekker, maar zo weinig dat je er meestal niet ziek van wordt.
B. Stamcellen die je beschermen tegen een ziekte. C. Stukjes van de ziekteverwekker.
14. Een vaccin lijkt op de eigenlijke ziekteverwekker en bereidt je lichaam voor tegen de echte
infectie. Dit gebeurt door: A. De aanmaak van antigenen. B. De aanmaak van antilichamen. C. De aanmaak van stamcellen.
15. In Vlaanderen bestaat een vaccinatieprogramma voor kinderen. Dit programma is opgesteld
om kinderen te beschermen tegen een aantal ziekten. Welke van de volgende stellingen over dit programma is waar? A. Het bestaat alleen in Vlaanderen, andere regio’s kennen zo’n programma niet. B. Het heeft als doel dat een ziekte uit een samenleving verdwijnt. C. Het verplicht iedereen om zijn/haar kind te laten vaccineren tegen alle ziekten uit dit
programma. 16. Insuline is een hormoon dat diabetici als geneesmiddel krijgen. Waar haalt men in de
Westerse wereld insuline voornamelijk vandaan? A. Uit varkens. B. Uit genetisch gewijzigde bacteriën. C. Uit het bloed van mensen.
17. Hoeveel procent van de geneesmiddelen die vandaag in ontwikkeling zijn, wordt met behulp
van moderne biotechnologie gemaakt? A. Ongeveer 20%. B. Ongeveer 50%. C. Ongeveer 80%.
18. Gepersonaliseerde geneeskunde is een mogelijkheid voor in de toekomst. Wat houdt dit in? A. De huisarts besteedt meer aandacht aan elke individuele patiënt. B. Je geneest jezelf zonder de hulp van een huisarts. C. Je krijgt specifieke medicatie die afgestemd is op jouw genetisch profiel.
19. Stamcellen zijn cellen die nog niet gespecialiseerd zijn en die onbeperkt kunnen delen. Dit maakt hen potentieel heel interessant voor medische toepassingen. Men kan stamcellen op verschillende manieren bekomen: A. Isolatie uit navelstrengbloed of vertrekkend van bevruchte eicellen. B. Rechtstreekse isolatie uit organen van een individu. C. Beide antwoorden zijn goed.
20. Gentherapie kan in de nabije toekomst mogelijk gebruikt worden om iemand van een ziekte
te genezen, en wel door: A. Een gezond gen in cellen van een patiënt te brengen. B. Immuuncellen uit te laten groeien tot organen. C. Een gezond gen onder de vorm van een pilletje of injectie toe te dienen.
Jouw waardering van de tentoonstelling Geef aan wat je van DE ZAAK DNA vond. Je kan telkens een mening geven variërend van helemaal niet akkoord (1) tot helemaal akkoord (5)
1: helemaal niet akkoord; 2: eerder niet akkoord; 3: geen mening; 4: eerder akkoord; 5: helemaal akkoord bijvoorbeeld: Gent is de hoofdstad van Oost-Vlaanderen 1 2 3 4 5 Hier geef je aan dat je volledig akkoord gaat.
1. Ik vond de opzet van de tentoonstelling zeer geslaagd.
1 2 3 4 5 2. Dankzij de tentoonstelling heb ik ontdekt welke rol biotechnologie kan spelen in de
geneeskunde, voordien was ik me hier niet van bewust. 1 2 3 4 5
3. Ik heb veel geleerd uit de tentoonstelling.
1 2 3 4 5 4. Het familieverhaal maakt de biotechnologie in de geneeskunde concreter en makkelijker te
plaatsen. 1 2 3 4 5
5. Ik vond dat het oplossen van de misdaad een belangrijke meerwaarde bood aan de
tentoonstelling. 1 2 3 4 5
Algemene opmerking over de tentoonstelling of wat me vooral is bijgebleven: . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
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. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
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. . . . . . . . . . .
Algemene informatie
1. Geslacht:
1. Vrouw 2. Man
2. Beroepssector:
1. Medische sector 2. Verkoopmedewerker 3. Industrie/ bouw 4. Overheidsdienst 5. Onderwijs 6. Landbouw 7. Informatica/ automatisering 8. Ambachtsman/ handelaar 9. Juridische sector 10.Administratief 11. Horeca 12.Gepensioneerd 13. Wetenschap/ onderzoek 14.Werkloos 15. Student, specificeer.... 16.Anders, namelijk...
3. Ben je beroepsmatig vertrouwd met deze onderwerpen?
1. Ja 2. Nee
4. Op welke (andere) manier(en) informeer je je erover?
1. Tijdschriften 2. Internet 3. TV 4. Radio 5. Kranten 6. Anders, namelijk...
5. Leeftijdscategorie:
1. 18-25 2. 46-60 3. 26-35 4. 61 en ouder 5. 36-45
6. Wat is je hoogst behaalde diploma (voor studenten: je huidige studieniveau)
1. lager onderwijs 2. hoger / niet universitair 3. secundair / middelbaar 4. universitair of post-universitair
7. Heb je ook de toneelvoorstelling PROJECT MENS bijgewoond?
1. Ja 2. Nee
�...................................................................................................................................................................
Enquête DE ZAAK DNA
Hartelijk bedankt voor het invullen van de enquête.
Wil je de antwoorden bekijken?
Deze staan op:
www.vib.be/antwoorden
Appendix 4 : Paper DE ZAAK DNA
See cd-rom
Appendix 5 : Powerpoint Presentation DE ZAAK DNA
See cd-rom
Appendix 6 : Brochure « Become a scientist »
See cd-rom
List of figures
Figure I : The overall structure of VIB ................................................................................ 6
Figure II : The formation of perception and attitudes......................................................... 21
Figure III : The step-wise process of consumer education .................................................. 26
Figure IV : The six steps in the development of target group communication ....................... 30
List of tables
Table I : Financial review (Annual Report VIB 2007) ............................................................ 8
Table II : The four consumer groups and their attitudes .................................................... 21
Table III : The knowledge of genetically modified food ...................................................... 23
Table IV : The total number of respondents per questionnaire ............................................ 39
Table V : The evaluation of the exhibition DE ZAAK DNA.................................................... 43
Sources
Websites
� Ablynx: a VIB start-up. http://www.vib.be/TechTransfer/EN/VIB-startups/Ablynx/
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� Answers.com: definition nanobodies. http://www.answers.com/topic/nanobodies
(26/6/2007)
� Answers.com: definition secondary metabolite.
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(7/4/2007)
� EMBL, the European Molecular Biology Laboratory. http://www.embl.org/ (7/4/2007)
� VIB’s history. http://www.vib.be/VIB/EN/VIB+at+a+glance/History/ (7/4/2007)
� Jcu; definition strategic basic research.
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� Medterms: definition molecular biology
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� Medterms: definition stem cell.
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� Medterms: definition therapeutics.
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� Medterms: definition transgenic.
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� Microbe Magic: definition lactic acid bacteria.
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� Peakadilly: a VIB start-up. http://www.vib.be/TechTransfer/EN/VIB-startups/Pronota/
(7/4/2007)
� Solucel: a VIB start-up. http://www.vib.be/TechTransfer/EN/VIB-startups/Solucel/
(7/4/2007)
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http://www.thefreedictionary.com/biotechnology (26/6/2007)
� The Free Dictionary: definition credit company.
http://www.thefreedictionary.com/commercial+credit+company (26/6/2007)
� VIB’s structure. http://www.vib.be/VIB/EN/VIB+at+a+glance/Structure/ (7/4/2007)
Articles
� Anderson B.B. (2000) Education and the understanding Keys to the future of biotech.
Agri. Marketing, Vol. 38, no. 1, p. 36-40.
� Chandon P., Wansink B., Laurent L. (2000) A congruency framework of sales promotion
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� Doyle M. (2000) The consumer research report, Philadelphia, PA, Vol. 31, no. 1, p. 3
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12, p. 16
� Kahneman D., TVersky A. (1986) Prospect theory and evaluation, J. Cognitive
Psychology, Vol. 73, no. 3, p. 34-48
� Saelens X., Min Jou W., Fiers W. (2007) Universal flu vaccine being tested on humans.
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� Sheehy H., Legault M., Ireland D. (1998) Consumer and biotechnology: A synopsis of
survey and focus group research. J. Consumer Policy, Vol. 21, p. 359-386
� Styles M. (2002) Using education as a public relations tool for biotechnology. Plant cell,
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� Vacek S. (2000) Research reveals public opinion insight. Agri. Marketing, Vol. 38, no. 1,
p. 46-47
� Vandenbroucke K.,Rottiers P.,Remaut E. (2004) Genetically modified bacterium as
remedy for intestinal diseases.
http://www.vib.be/VIB/NL/Nieuws+en+pers/Persberichten/ (7/7/2007)
� Verfaille C., Boogaerts M. (2007) Administering stem cells to patients with myocardial
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� Wansink B. (1994) Advertising’s impact on category substitution, J. Marketing Res., Vol.
21, no. 4, p. 95-105
� Wansink B., Kent R.J., Hoch S.J. (1998) An anchoring and adjustment model of
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� Wansink B., Kim J. (2001) The consumer marketing of biotechnology. Journal of
Commercial Biotechnology, Vol. 7, no. 3, p. 249-259
� Wansink B., Kim J. (2001) The marketing battle over genetically modified foods: False
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p. 16-23
� Wansink B., Ray M.L. (1996) Advertising strategies to increase usage frequency, J.
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Books
� Comijn J., Raeymaekers P., Van Gysel A., Veugelers M. (2006) Today = Tomorrow: A
tribute to life sciences research and innovation. Gent, Snoeck Publishers.
� Custers R., Stoops S., Van Gysel A. (2001) Biotech-gids, biotechnologie in landbouw en
voeding. s.l. Standaard Uitgeverij
� Gellynck X., Viaene J. (2003) De Vlaamse consument en genetisch gewijzigd voedsel.
VIB publicatie
� Kotler P., Robben H., Geuens M. (2003) Marketing management, de essentie., s.l.,
Pearson Education Benelux
� Van Gysel A. (2003) Genen op je bord. Amsterdam, Veen Magazines
Brochures
� VIB jaarverslag 2007, p.26
� Anon. (2005) VIB: Strategisch basisonderzoek in de biowetenschappen. VIB publicatie
