After completing his PhD on taste interactions at Wageningen University and extending this work in the realm of smell perception, he continued to work on consumer behaviour for food products. His current topics of interest include multisensory perception of industrial products, food design, and experience-driven innovation.
He is founder and director of the Food & Eating Design Lab https://delftdesignlabs.org/food-design/ in which staff members and design students work together to improve people’s interactions with their daily foods.
With his company Studio ZIN, he facilitates workshops that stimulate the innovative and creative powers of people and organizations. He is principal editor of the International Journal of Food Design, and co-editor of the books Food, People and Society (2001), Product Experience (2008), From Floating Wheelchairs to Mobile Car Parks (2011), and Advanced Design Methods for Successful Innovation (2013).