1. Commercial level research on poultry welfare is increasingly important because of the insight it gives into what improves welfare in the context of other important drivers such as human health, environmental impact and cost. 2. There are, however, a number of problems with conducting commercial level research - such as conflicts over aims, financial compensation and legal issues - that need to be addressed if the gains from commercial research are to be optimized. Cooperation between all parties and mutual understanding of the different priorities that may exist between industry and academia are essential. 3. Three important developments for the future are: the setting up of a 'data bank', the application of new statistical methods for analyzing data and new technology for assessing welfare automatically.