Animal welfare science is a relatively young scientific discipline. It is a formidable challenge for this scientific field to meet expectations from policy-makers, funding agencies, and society. They often ask scientists to provide clear-cut, unambiguous, and indisputable conclusions about specific and relevant welfare issues, for example, whether or not animal welfare is better in one type of housing/management system than in another one. People that expect scientists to provide such evidence often do not realise the complexity of this type of research question. Frequently, answers to these questions are urgently needed and solutions ought to be delivered within relatively short time-frames. Research grant applications in which it is promised that these expectations will be fulfilled quickly and cheaply, are often more likely to attract funding. Given the limited budget and time allocated to these research projects, the animal welfare problems are often investigated using a limited set of ‘standard’ welfare indicators known to be reliable for the species involved. There is rarely opportunity for developing and validating new measures that perhaps are better suited for addressing the research question concerned, nor for developing complex methodologies for integrating these different measurements into an overall assessment of animal welfare - let alone for checking that these measures and integration methods truly reflect the public's understanding. The latter, though, has been convincingly advocated to be essential for socially-constructed concepts such as ‘animal welfare’ (Fraser 2003).