MindSet: Recent Episodes
HCD Research
MindSet is a light and upbeat series about consumer neuroscience, human behavior, and new technologies and methodologies that lead to innovation strategies with a mass of untapped potential. Co- Hosted by Michelle Niedziela, PhD, VP of Research & Innovation, and Kathryn Ambroze, Manager of Behavioral & Marketing Sciences at HCD, this dynamic duo brings a breath of fresh air to their discussions, whether it’s between themselves or with industry leaders or internal experts. We are located anywhere you stream!
In this episode, we spoke with Victoria Coutiño, a renowned expert in the Foods & Beverages industry in Latin America. With over 25 years of experience, Victoria has transitioned from being a food chemist to a sensory consultant, making significant strides in sensory and consumer science research, human-centered innovation, and food design.
Join us as Victoria shares her incredible career trajectory, from her time at PepsiCo where she led sensory and consumer product insights for LATAM, to co-founding 5 Sense.i advisory. We'll explore how her expertise in business strategy, insights, and analytics has driven successful product developments and market insights.
Victoria also opens up about her love for Mexican wine, offering a unique perspective on its rich flavors and cultural significance. Whether you're interested in the science behind food and beverages, the art of sensory experiences, or the vibrant world of Mexican wine, this conversation with Victoria Coutiño is sure to inspire and educate.
Tune in to hear from a forward-thinking strategist and inspirational leader who is passionate about understanding consumer needs and creating meaningful sensory experiences.
🎧
#ConsumerResearch #ConsumerInsights #ProductDesign #ProductInnovation #SensoryScience #MarketResearch #CPG #Neuroscience #Psychology #BehavioralScience #ConsumerBehavior
Podcast #HCDResearch #HCDMindset #MichelleNiedziela #AndrewLivermore #HCDPodcast
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On this episode of HCD's Mindset, we discuss the fascinating world of consumer research with Andrew Livermore. With over 20 years of experience in the FMCG/CPG industry, Andrew has led groundbreaking work in sensory, market, and product research for global giants such as Avon, Kellogg, IFF, and Altria.
In our conversation, Andrew shares insights from his diverse career journey, spanning from academia to industry. We explore how his background in psychology, behavioral sciences, and the neuro basis of memory and emotions has shaped his approach to understanding consumer needs and developing innovative products.
Join host Michelle Niedziela and Andrew Livermore for a lively discussion that delves into the intersection of science, consumer behavior, and product development. Whether you're a seasoned researcher or simply curious about the secrets behind your favorite products, this episode promises to inspire and enlighten. 🎧
#ConsumerResearch #ConsumerInsights #ProductDesign #ProductInnovation #SensoryScience #MarketResearch #CPG #Neuroscience #Psychology #BehavioralScience #ConsumerBehavior
Podcast #HCDResearch #HCDMindset #MichelleNiedziela #AndrewLivermore #HCDPodcast
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In this episode, we unravel the mysteries behind Sensory Journey Mapping, a cutting-edge methodology that combines Implicit Association Testing with Self-Assessment Manikin scales (SAM). Join us as we explore how this innovative approach unlocks a treasure trove of insights into consumer experiences with products.
Sensory Journey Mapping has taken the industry by storm, capturing the attention of developers and marketers alike. In an era where dynamic consumer experiences reign supreme, understanding the nuances of consumer emotions and perceptions as they evolve over time is paramount. Sensory Journey Mapping not only meets this demand but exceeds it, offering a comprehensive understanding of how sensory inputs shape consumer interactions with products.
From the initial spark of interest to the final touchpoint of use, we'll uncover how Sensory Journey Mapping empowers brands to craft resonant experiences that leave a lasting impact. Don't miss out on this enlightening discussion on the future of consumer insights and product design! 🎧
#SensoryJourneyMapping #ConsumerInsights #ProductDesign #Podcast #HCDResearch
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Explore the concept of "Phygital" experiences in this episode, where we uncover how sensory marketing influences consumer interactions with brands in both physical and digital spaces. From the psychology of sensory stimuli to brand harmonization strategies, discover the keys to creating immersive and memorable experiences that foster lasting consumer connections. Tune in to learn how sensory connections are reshaping marketing in the digital age.
phygital #consumerresearch #sensorymarketing #sensory #consumer #behavioralscience #sensoryscience #hcdresearch
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Tune in to the latest episode of HCD's Mindset podcast as we sit down with Alex Woo, the visionary founder and CEO of W2O, a flavor technology firm at the forefront of the food industry. With over fifteen years of experience, Alex specializes in leveraging contemporary taste and smell neuroscience to create Better Food through clean label plant-based ingredients. Join us as we explore Alex's innovative approach to new product development, including salt and sugar reduction and enhancing multisensory eating experiences.
Don't miss this enlightening conversation packed with insights that will transform the way you think about food. Tune in now!
https://www.linkedin.com/in/alex-woo-827b833/
http://w2ofoodinnovation.com/
Taste & Smell Neuroscience and Technology LI Group:https://www.linkedin.com/groups/6633734/
FlavorTechnology #FoodScience #Neuroscience #CleanLabel#PlantBased #BetterFood #NewProductDevelopment #ConsumerResearch #Podcast#HCDPodcast #Mindset #AlexWoo #MichelleNiedziela
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Join us on HCD's Mindset podcast for a captivating conversation with Tom Rich, a distinguished figure in the field of qualitative research. With over two decades of experience and a background in brand management, Tom offers invaluable insights into the intricate world of consumer behavior and market research. Discover how Tom's innovative approach blends creativity, strategy, and pragmatism to uncover the hidden truths behind consumer preferences. Don't miss this enlightening episode filled with practical wisdom and thought-provoking perspectives. Tune in now!
https://www.linkedin.com/in/thomasmrich/
https://thomasmrich.com/
QualitativeResearch #MarketResearch #ConsumerBehavior #BrandManagement #Strategy #Pragmatism #Podcast #HCDPodcast #Mindset #Insights #TomRich #MichelleNiedziela
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In this episode of HCD's Mindset, host Michelle Niedziela sits down with Van Rais, a leading figure in business and brand transformation. With a background in industrial and brand design, Van has worked with major organizations such as GE Healthcare and Starbucks, shaping their visual identities and strategies. Join us as we delve into the fascinating intersection of behavioral science and design, exploring how Van's innovative approaches have reshaped industries and consumer behaviors. Don't miss this insightful conversation filled with practical insights and thought-provoking perspectives. Tune in now!
https://www.linkedin.com/in/vanrais/
https://vanrais.com/
BehavioralScience #Neuromarketing #ConsumerResearch #BrandTransformation #DesignThinking #BehavioralBranding #Podcast #HCDPodcast #Mindset #Innovation #BrandStrategy #ConsumerBehavior #BusinessTransformation #VanRais #MichelleNiedziela
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Join us for an insightful journey into the world of multi-sensory consumer experiences with Tessa Moxley, a distinguished sensory and consumer research scientist who has made significant contributions at Reckitt and Dyson.
In this podcast episode, Tessa shares her expertise in innovation and her unique approach to measuring the impact of fragrance on consumer behavior. With a background in mechanical engineering and a passion for blending creativity with technical science, Tessa offers valuable insights into the complex relationship between scent and our everyday lives.
Don't miss out on this enlightening conversation as we uncover the secrets behind creating unforgettable sensory experiences!
MultiSensory #ConsumerExperience #SensoryScience #InnovationInsights #Fragrance #CreativeEngineering #ConsumerBehavior
https://www.linkedin.com/in/tessa-moxley-b9077814b
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Today’s episode features Idlir Proseku, HCD’s newest Research+ consultant.
Discover the intersection of artificial intelligence, strategic foresight, and futurism with Idlir Proseku, HCD's newest Research+ consultant. With extensive experience and a Doctoral degree in Strategic Leadership focusing on Strategic Foresight, Idlir unpacks the pivotal role of AI, the importance of foresight, and the essence of futurism in shaping our world. Join us for practical insights and theoretical perspectives on leveraging these disciplines for organizational success and societal advancement.
foresight #AI #futurist #consumer #Purdue #tango
https://www.linkedin.com/in/idlir/
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Today’s episode features Sophia Stafford, the newly promoted Manager of Global Research and Consulting at HCD!
Join us as we dive into Sophia's wealth of experience in neuroscience, analytics, and cognitive sciences. Learn how she navigates the intricacies of consumer research, leveraging behavioral and neuroscientific experiences. Discover Sophia's commitment to providing innovative, data-driven insights and her vision aligning seamlessly with our mission to empower businesses in a dynamic landscape. Stay tuned for insights into global markets, transformative data strategies, and Sophia's holistic approach to research and consulting.
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Glenn is the President & CEO of HCD Research, a communications and sensory research company which uses applied consumer neuroscience methods and traditional research tools to answer a variety of research questions. In this episode we will kick off the new year with thoughts on where the market and consumer sciences field is going as well as where it's been. Tune in to hear more!
Visit www.hcdi.net for more info!
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🎙 🪢 We're back with a Season 2 flashback for The HCD MindSet! In this series, both Michelle and Kathryn will meet with various guests to discuss plenty of interesting info such as personal journeys in consumer research, relevant topics that our hosts and guests specialize in, & more! In today's flashback episode, both Michelle and Kathryn covered HCD's latest NeuroPolitical Study with President & CEO, Glenn Kessler. Watch as we dive into the background behind the study and some key findings from the final presidential debate leading into the 2020 Presidential Election.
Want to learn more? Check out our news release about this study!
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🎙 🪢 Are you ready for another featured flashback episode with Kathryn and Michelle? This week, we are hitting up one of the most commonly discussed tools in consumer neuroscience, EEG. In this episode, they go over the benefits and limitations of the tool, as well as talk through some literature that used EEG in their research design.
Want to learn more? Download HCD EEG White Paper
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🎙 🪢 #MindSetMonday is throwing back to a cool topic that is integrated in every Snapchat filter, Pokemon Go game, and so much more. In Episode 19, Kathryn and Michelle dive deep into the technology behind AR and its emerging impact on the consumer experience. As technology such as #augmentedreality evolves into a standard for consumers, what awaits us in the future of consumer insights?
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🎙 🪢 #MindSetMonday is throwing back to Episode #13 where Kathryn and Michelle cover the meaning behind Behavioral Coding and how to utilize this research method to gain deeper insights that identify patterns and motivations of consumers.
Want to learn more? Download HCD Behavioral Coding White Paper
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🎙 🪢 We have another Featured Flashback going over one of the most popular tools in neuromarketing... Facial Coding! 😒😀🥲 Facial coding is a process used to collect and categorize displayed reactions via facial expressions. There's a lot to be said about using this tool appropriately and understanding its caveats. Before jumping into using facial coding, listen to our eleventh episode of MindSet to break down the pros and cons of this tool.
Want to learn more? Download HCD Facial Coding White Paper
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🎙 🪢 #MindSetMonday has a big throw 🔙 to the FIRST double-digits episode! In Episode #10, Kathryn and Michelle discussed what brand tracking is, the different types of brand tracking, and ways that this type of consumer research is useful.
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🎙 🪢 We are bringing it back to a Season 1 episode on this #MindSetMonday throw 🔙! Consumer science and market research love to talk about "Systems" Thinking, but what does that mean? Kathryn and Michelle break it down in this episode to explain where systems market research came from and its actual value in consumer research.
Want to learn more? Download HCD System Thinking White Paper
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🎙 🎼 Are you ready for a #MindSetMonday throw 🔙? This week we are bringing back a foundational topic to HCD's beliefs- brand harmony! If you are unfamiliar with brand harmony, you should click the link below to listen to the episode!
Want to learn more? Download HCD Brand Harmony White Paper
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🎙 🪢 Do you remember the Uses and Abuses of Behavioral Science Episode of HCD's MindSet? Kathryn and Michelle chatted about the infamous "neurohype" in the industry and shared their thoughts on the reality of research.
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Lately, we've been hearing about Natural Language Processing (NLP) all over, so we decided it was time to have a guest who could chat with us about its values and limitations. Dan Alferov from Heartbeat AI joined Kathryn and Michelle to discuss how sentiment and text analysis play into NLP. In this informational episode, Dan shares some applications for these models, as well as benefits and limitations when using them to understand emotions. If you ever had a question about contextual language processing, this is the episode for you!
supervisedlearning #languageprocessing #emotions
Meet our guest!
Hi, I'm Dan Alferov, the director of empathy analytics at Heartbeat AI. My role involves the intersection of behavioural research and data science to solve business challenges by leveraging emotional analytics of unstructured text data. I am passionate about authentically representing human experience to understand decision-making across diverse groups of individuals, and its implications within healthcare, human resources, and market research. Empathy analytics aims to uncover the emotional drivers which form the experiences of critical demographics and seeks to quantify differences in emotional language expression patterns that represent these drivers.
I am a strong supporter of mental health advocacy, equity, and diversity. I believe in constantly educating myself on my privileges to best support social progress and amplify the voices of those who are systematically disadvantaged. Quantifiable empathy represents both an avenue for prioritization of the next "best" action strategically and a way to foster social accountability to best support social progress and allyship across diverse business contexts. Outside of work, I can be found reading philosophy, playing basketball, cooking or occasionally binging reality TV.
Extra Information:
Dan's LinkedIn: https://www.linkedin.com/in/dan-alferov-27022813a/ Lana (Heartbeat AI's CEO) Linkedin: https://www.linkedin.com/in/lananovikova/ Heartbeat AI Website: https://heartbeatai.com/
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🎙 🪢 #MindSetMonday is throwing back to Episode #6 where Allison Gutkowski, Director of Global Research at HCD Research, joined Kathryn and Michelle to discuss the consumer technical model! Not sure what that is? Listen to the episode to find out!
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Kathryn and Michelle are joined by Amanda Lee! Amanda is a behavioral science enthusiast who shares advice with our audience on the best ways to independently research the field and the importance of being a continuous learner. This episode includes plenty of advice for individuals curious about applied consumer neuroscience, as well as for those looking to take learnings back to their jobs.
conintuouseducation #appliedconsumerneuroscience #learning
Meet our guest!
Amanda Lee is a behavioral science enthusiast, and former HCD intern, with 5 years of experience working in the market research industry. The majority of her career has been spent in healthcare marketing, both in research and account management. She has a particular passion for CPG and the food and beverage industry, having worked for Wegmans for 7 years in sales and management positions. Amanda has wanted to study and work in marketing for as long as she can remember. This was the result of a longstanding fascination with human behavior and, perhaps, little nudges of inspiration from her aunt, a PhD marketing professor. She discovered her passion for consumer neuroscience during her junior year of college while studying cognitive psychology. With no consumer neuroscience program or professors familiar with the area at her university, she forged her own path by developing her own curriculum.
Amanda remains an avid continuous learner who takes countless online classes, conducts her own research, and reads a wide variety of behavioral science books and publications. Some of her areas of interest include cognitive and evolutionary psychology and research methodologies such as eye tracking, facial EMG, galvanic skin response, and EKG.
Extra Information:
Amanda's Email: amandaelizabethlee1204@gmail.com
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🎙 🪢 #MindSetMonday is throwing back to Episode #12 where Kathryn and Michelle discussed Alienation Testing in Market Research with the series' first guest host, Allison Gutkowski, Director of Global Research at HCD Research!
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Episode preview
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Kathryn and Michelle are joined by two researchers who are trying to figure out how the world feels about their sense of smell. Valentina Palma and Jonas Yde Junge are scientists at Monell Chemical Senses Center who teamed up with researchers from Brown University and HCD Research to explore global trends around olfaction. In this episode, Kathryn and Michelle chat with them about the survey, smell tests, and what the future holds for research on smells.
olfaction #WTSD #smell
Meet our guests!
Valentina Parma is the Assistant Director of the Monell Chemical Senses Center, the only non-profit organization devoted to the study of smell and taste. She is a psychologist interested in human olfaction across the lifespan. Her basic and translational research both aim to find ways to use smell to improve health. Lately, she has been working at the development and validation of a rapid smell test called SCENTinel.
Jonas Yde Junge is Postdoctoral Fellow at Monell Chemical Senses Center where he does research related to human olfaction and taste. He received his Ph.D. from the Food Science Department at Aarhus University in Denmark which focussed on taste interactions.
Extra Information:
WTSD Survey: https://www.tasteandsmell.world/#:~:text=What%20is%20World%20Taste%20%26%20Smell,senses%20of%20taste%20and%20smell.
Monell Chemical Senses Center: https://monell.org/scientists/
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🎙 🪢 #MindSetMonday is throwing back to Episode #4 where Kathryn and Michelle discuss the value in remote consumer research and how it can be optimized to glean valuable insights!
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This week on HCD’s MindSet, Kathryn and Michelle had on the wonderful and accomplished Arthur Kover Ph.D. He shed light on both his academic and industry experiences as a sociologist and a marketing and advertising researcher.
The value of sociology is interwoven throughout the conversation, as these three chat about how creatives can transform an individual’s perspective on a topic to explore how to get through consumers’ new “body armor.” If you are interested in understanding how researchers must deal with the changes in not only technology but also evolving lifestyles, this episode is for you!
communities #technology #sociology #ads
Meet our guest!
Arthur Kover has spent his working life trying to figure out how people become human and sociable, giving and cruel. He earned a PhD in sociology from Yale. About 20 years of his working life were spent in the advertising business. He was a managing director at Cunningham & Walsh, Inc., moving from advertising research to management. Later in life, he was a professor of marketing at Fordham University. While there, he served as a department head and edited the Journal of Advertising Research. He was also president of the Market Research Council in New York. On retirement, he was appointed a Management Fellow at the Yale School of Management. He continues his search to understand the social meaning of peoplehood. In 2022, he published a book of short personal essays, Collage. The book contains many insights, some jokes, and a number of searching questions. He most recently co-authored an academic book (with Moskowitz and Papajorgji) Applying Mind Genomics to Social Sciences, (IGI Global, 2022). All of this looks quite serious. It is. But I think I am more human than this bio indicates. See if you agree.
Extra Information:
Tesserae: A Life in Small Pieces: https://www.amazon.com/Tesserae-Pieces-Arthur-J-Kover/dp/1735484601
Collage: Short Essays about a Complex Life: https://www.amazon.com/Collage-Short-Essays-about-Complex-ebook/dp/B0B5B12RY6?ref_=ast_author_dp
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🎙 🪢 Ever heard of Mood Mapping? In this featured flashback episode, Kathryn and Michelle dive into what a Mood Map is, and how it can be best utilized in market research today.
Want to learn more? Download HCD's Mood Mapping White Paper
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HCD MindSet had an insightful conversation with Pedro Almedia Ph.D. to discuss how the world of "neuromarketing" needs to be cautious about both the words that are thrown around and the claims that are made. Pedro, Kathryn, and Michelle break down major issues within the industry (including the misunderstanding between biometrics vs psychophysiology) and provide some potential solutions for how to stay valid and reliable when doing research in this space.
neuromarketing #terminology #biometrics #psychophysiology
Meet our guest!
Pedro Almedia is the CEO of MindProber. He holds a Ph.D. in Psychology, in the field of Cognitive and Affective Neuroscience. He was Resident Researcher in the Neuropsychophysiology (Psychology Department) from 2007 to 2012 and a Professor of Biosocial Criminology (Law Department) from 2012 to 2022 at the University of Porto. His research expertise includes the cognitive electrophysiology of emotional processing, neurobiology of criminal behavior and psychopathy, and applied psychophysiology. Throughout his career, he combined his academic profile with consultancy roles in market research, which resulted in the founding of MindProber in 2016.
Extra Information:
MindProber: https://mindproberlabs.com/
Pedro's LinkedIn: https://www.linkedin.com/in/pedro-almeida-mprober/
ICO Statement: https://ico.org.uk/about-the-ico/media-centre/news-and-blogs/2022/10/immature-biometric-technologies-could-be-discriminating-against-people-says-ico-in-warning-to-organisations/
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🎙 🪢 #MindSetMonday is throwing back to Episode #2 where Kathryn and Michelle cover one of the most valuable tools for analyzing emotion- the Self Assessment Manikin (SAM). This is one of our most popular episodes, and once you listen, you will know why.
Want to learn more? Download HCD's SAM White Paper
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🛑 On this week’s episode of MindSet, Kathryn and Michelle sat down with Tian Yu PhD to figure out what the heck is going on in the metaverse. This episode is full of fascinating discussions around the future of the internet, concerns around privacy, and why certain industries are reluctant to adopt Web 3.0.
metaverse #Web3.0 #crypto
Meet our guest!
Dr. Tian Yu obtained her Ph.D. in neuroscience, focusing on fat and sour taste signal transduction. After a postdoctoral fellowship researching lipid metabolism, Dr. Yu devoted herself to sensory and consumer science research to combine her love of sensory neuroscience and expertise in data science as a Computational Sensory Scientist. Now she is the Directory of Sensory at Aigora, a technology company that helps sensory and consumer teams to implement artificial intelligence.
Extra Information:
Tian's LinkedIn: https://www.linkedin.com/in/tianyu1037/
AigoraCast: https://www.aigora.ai/aigoracast
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🎙 🪢 #MindSetMonday has a big throw 🔙 to the FIRST ever episode of HCD's MindSet! Kathryn and Michelle discussed Implicit Association Testing- what it is, how it works, and some use cases to really bring this tool to life!
Want to learn more? Download HCD Implicit Testing White Paper
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❤️🔥 This week’s episode of HCD’s MindSet explores the ins-and-outs of one of the most popular buzzwords- artificial intelligence (AI). Kathryn and Michelle were joined by Tian Yu, PhD who answers the burning questions around exactly what AI is, some of its misconceptions and best practices, as well as the importance of having a diverse dataset.
AI #datascience #algorithms
Meet our guest!
Dr. Tian Yu obtained her Ph.D. in neuroscience, focusing on fat and sour taste signal transduction. After a postdoctoral fellowship researching lipid metabolism, Dr. Yu devoted herself to sensory and consumer science research to combine her love of sensory neuroscience and expertise in data science as a Computational Sensory Scientist. Now she is the Directory of Sensory at Aigora, a technology company that helps sensory and consumer teams to implement artificial intelligence.
Extra Information:
Tian's LinkedIn: https://www.linkedin.com/in/tianyu1037/
AigoraCast: https://www.aigora.ai/aigoracast
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🎙 🪢 #MindSetMonday is throwing back to Episode #12 where Kathryn and Michelle talk all about MaxImplicit! MaxImplicit is a combination of using both traditional (MaxDiff Scaling) and psychological (implicit testing) approaches.
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☑️ Were you ever curious about how industry standards are made? Do you want to be involved in making decisions about what is deemed acceptable for consumer use? Jimmy Farrell and Martha Bajec give us an inside scoop about what it means to work with ASTM International - the “standards organization that develops and publishes voluntary consensus technical standards for a wide range of materials, products, systems, and services.”
🚀 This educational conversation explains the benefits and processes involved in creating a standard, along with why they are so important for both companies and consumers.
⛓️ And the best part, anyone can become a volunteer and shape the future of standards!
ASTM #standards #consumersafety #safetyfirst
Meet our guests!
Jimmy Farrell is a Manager in ASTM International’s Technical Committee Operations (TCO) Division. ASTM International is a globally recognized leader in the development and delivery of international voluntary consensus standards. As an ASTM manager, Jimmy is responsible for the management of four ASTM Committees made up of volunteer member-experts from various industry sectors, such as Committee D37 on Cannabis. Jimmy is responsible for assisting these members as they develop ASTM standards for use around the world to improve product quality, enhance safety, facilitate market access and trade, and build consumer confidence.
Martha Bajec, PhD is the Principal at Bajec Senseworks consulting where she lends her unique expertise and perspective to researchers and leaders across CPG categories. Martha joined HCD Research in 2020 as a Consulting Director in Health and Wellness Research exploring the consumer space and has since transitioned to the Senior Scientific Consultant at HCD. In addition to providing full-service support for human testing and product evaluation, Martha’s experience innovating in highly regulated spaces ensures consideration of regulatory and compliance requirements, by design. In her spare time, Martha enjoys fermenting, extracting, and infusing natural products and foods.
Extra Information:
ASTM: https://www.astm.org/
ASTM Cannabis: https://www.astmcannabis.org/
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🎙 🪢 #MindSetMonday is throwing back to Episode #15 where Kathryn and Michelle discussed one of the coolest tools in consumer research- Eye Tracking! Do you have to see it to believe it? Then you may want to consider using eye tracking for your consumer research!
Want to learn more? Download HCD's Eye Tracking White Paper
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❇️ Consumer safety is a big topic in the cannabis industry right now, and to help us navigate the role of regulations, Kathryn and Michelle were joined by David Vaillencourt. He shared some interesting insights into the world of standards and regulations and how the wellness industry- specifically cannabis- is unique in its rise in company interest. David also shared his experiences with ASTM and included some ways for everyday consumers to get involved in making a difference in the cannabis space!
regulation #cannabis #CBD #THC research #producers #GMP #FBMomGroups #cpsc
Meet our guest!
David Vaillencourt, M.Sc., Founder and Chief Executive Officer of The GMP Collective, is an award-winning regulatory, policy, and standards expert dedicated to bringing quality plant therapeutics to the global marketplace. He is a proven cannabis and hemp industry trailblazer as the trusted authority on standardization and regulation.
Email: david@gmpcollective.com
Extra Information:
https://www.astm.org/
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🎙 📊 Here is the final episode of Season 1 for a #MindSetMonday throw 🔙! In Episode 20, Michelle and Kathryn chat with the Director of Analytics, Amanda Golod, about the importance of Data Visualization, some insight into basic visuals everyone should know, and how these graphs or charts can make or break the story of research.
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❇️ Michael E Smith PhD joined HCD's MindSet to share his journey in both academia and industry studying the brain, business, and consumers. Kathryn and Michelle chat with Michael about the evolution of the neuromarketing field, the intention-action gap in the shopping experience, and if brands can make authentic changes to their approach to sustainability.
memory #consumerneuroscience #sustainability
Meet our guest!
Michael E. Smith is an applied neuroscientist and consumer insights professional, with over three decades of experience in basic and applied research in the human brain and behavioral sciences. He serves as Principal Scientist at Adaptation Research, a strategy consultancy focused on developing brain-based insights into sustainable human behavior, and is author of the recent book “Inspiring Green Consumer Choices: Leverage neuroscience to reshape marketplace behavior” (2021, Kogan-Page, London). Previously Michael served as Vice President of Consumer Neuroscience at the market leading research firm Nielsen (now NielsenIQ); President of CorTechs Labs, a software company focused on commercializing AI-based quantitative brain imaging tools for precision medicine; Program Director for Cognitive Neuroscience at the US National Science Foundation; and Principal Neuroscientist at SAM Technology, a groundbreaking R&D organization focused on neuroscience R&D targeting problems in neurology and human factors engineering. He has also served in research and teaching positions in a variety of academic settings. Michael earned a PhD with a focus on the neuroscience of cognition from UCLA and an MBA with a focus on marketing from UC Berkeley.
Extra Information:
Inspiring Green Consumer Choices: Leverage Neuroscience to Reshape Marketplace Behavior
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🎙 🥇 #MindSetMonday is bringing 🔙 some episodes from the vault! Today, we are sharing Episode #17, which was all about the Gold Standard of Biometrics. If you are not familiar with using tools like heart rate or skin conductance, this is a great episode to listen to for a quick lesson!
Want to learn more? Download HCD's The World of “Biometrics” and Where Psycho-Physiology Fits in It White PaperBe sure to give us 5 Star rating, leave a review, or subscribe to your preferred method of listening. Don't forget to also follow us on any of our social media platforms listed below.
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🍔🐟 Impossible Whopper, plant-based options, and farmed fishing are all discussed during this fascinating episode of HCD’s MindSet podcast! Alissa Nolden sheds light on how what we eat impacts our global environment by explaining the nuances and barriers involved in adopting plant-based diets.
♻️ Discussing what drives eating behaviors and consumer motivation, along with brainstorming fundamental research that is yet to be explored, led to a thought-provoking episode about sustainability! What small changes can we make to have a big impact? Is imitation meat actually helping the environment? Is plastic worse than meat?
Meet our guest!
Alissa Nolden is an assistant professor at The University of Massachusetts, Amherst in the Department of Food Science who works with her colleagues and students to enhance the field of food science and human health. Alissa holds a BA and MS in Food Science from UMass Amherst and Penn State, respectively with a dual-title PhD in Food Science and Clinical Translational Science from Penn State. As an expert in sensory science, Alissa believes understanding factors influencing sensory perception and taste preferences are important in increasing consumption and creation of delicious, healthful, and sustainable foods. She has conducted consumer surveys and supported collaborative projects around plant-based foods to understand consumers motivation to consume plant-based products, with a focus on sensory attributes and personality factors that are associated with liking and intake.
Extra Information:
https://www.facebook.com/NoldenSensoryTeam/
https://www.foodsci.umass.edu/faculty/alissa-nolden
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🎙 🪢 #MindSetMonday is throwing back to Episode #16 where Kathryn and Michelle talk all about conjoint analysis! Conjoint analysis uses consumer preferences to determine the value of features through trade-offs. Interested in learning more about how it works? This is the episode for you!
Want to learn more? Download HCD's Conjoint White Paper
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🧭 In this week’s episode of MindSet, Kathryn and Michelle are joined once again by Linnea Gandhi to explain the amazing work she is doing in Penn’s Computational Social Science Lab. During this conversation, we learn what nudge cartography is, some of the hiccups along the way, and a great discussion as to why these efforts are trying to be the Google Maps of research.
nudge #maps #socialscience
Meet our guest!
Linnea is a PhD student and Lecturer at Wharton, studying and teaching applied behavioral and decision science. Her research focuses on building new methods to enable solution-oriented, scalable social science for use by non-academics, particularly for the fields of debiasing and behavior change. Prior to Wharton, she taught as an adjunct professor at Chicago Booth and ran a boutique consulting firm specializing in applying psychology theories and experimental methods in business.
Extra Information:
https://css.seas.upenn.edu/research/nudge-cartography/
https://css.seas.upenn.edu/ph-d-student-spotlight-linnea-gandhi/
https://oid.wharton.upenn.edu/profile/lgandhi/#research
https://css.seas.upenn.edu/behind-the-scenes-the-team-driving-nudge-cartography/
https://www.linkedin.com/in/linneanmeyer/
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💓 Because Kathryn and Michelle love the HCD MindSet listeners so much, we thought it would be fun to have a special Valentine's Day episode with Francisco Barbosa Escobar! Francisco is an interdisciplinary thinker with a lot of amazing research focusing on consumer behavior, haptics, and temperature-based crossmodal associations. Once you listen to this conversation, we are sure you will have a new appreciation for that warm, fuzzy feeling people get around their crushes.
temperature #haptics #associations #sensoryscience
Meet our guest!
Francisco Barbosa Escobar is a PhD Fellow at the Food Quality Perception and Society group at the Department of Food Science of Aarhus University, Denmark. His research focuses on temperature-based crossmodal associations, emotions, packaging, and extended reality. Before starting his PhD, Francisco obtained an MSc. in Finance from BI Norwegian Business School, Norway. Earlier, he was a junior researcher at INCAE Business School, Costa Rica.
Extra Information:
https://fbarbosaescobar.com/
https://www.linkedin.com/in/fbarbosaescobar/
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🔬HCD’s MindSet was joined this week by the incredible Linnea Gandhi from the University of Pennsylvania. Linnea chat with Kathryn and Michelle about her experiences in both industry and academia that lead her to pursue a PhD in behavioral science. We also discuss the challenges and tradeoffs in “marketing your research,” along with some useful advice for researchers on sorting their way through the muck of scientific integrity, funding, and impact.
research #overgeneralization #replicationcrisis
Meet our guest!
Linnea is a PhD student and Lecturer at Wharton, studying and teaching applied behavioral and decision science. Her research focuses on building new methods to enable solution-oriented, scalable social science for use by non-academics, particularly for the fields of debiasing and behavior change. Prior to Wharton, she taught as an adjunct professor at Chicago Booth and ran a boutique consulting firm specializing in applying psychology theories and experimental methods in business.
Extra Information:
https://css.seas.upenn.edu/ph-d-student-spotlight-linnea-gandhi/
https://oid.wharton.upenn.edu/profile/lgandhi/#research
https://css.seas.upenn.edu/behind-the-scenes-the-team-driving-nudge-cartography/
https://www.linkedin.com/in/linneanmeyer/
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🎙 🪢 #MindSetMonday is throwing back to Episode #14 where Kathryn and Michelle talk all about habits and habit loops! The crazy part? You may have a habit loop around listening to HCD's MindSet episodes! To learn about the cues, routines, and rewards that make up your life, be sure to listen to this episode!
Want to learn more? Download HCD's Habit Loop White Paper
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❇️ So what happens when you throw together a bunch of researchers? A laughter-filled conversation about research, duh! HCD’s MindSet was so lucky to have both Rachel Herz, PhD and Martha Bajec, PhD join Kathryn and Michelle for a journal club discussion about their recent publication titled, “Your Money or Your Sense of Smell? A Comparative Analysis of the Sensory and Psychological Value of Olfaction.” This special journal club episode lets us dive into the research with the scientists behind the figures and phrases to understand why they did what they did… and what is coming next.
smell #olfaction #neuroscience #gender #tradeoffs #anosmia
Meet our guests!
A world-renowned expert on the psychological science of smell, Dr. Rachel Herz is a neuroscientist, TEDx speaker, and published author of both books and numerous research publications. She is also a valued consultant to international corporations, an entrepreneur, and is on the faculty at Brown University and Boston College.
Martha Bajec, PhD is the Principal at Bajec Senseworks consulting where she lends her unique expertise and perspective to researchers and leaders across CPG categories. Martha joined HCD Research in 2020 as a Consulting Director in Health and Wellness Research exploring the consumer space and has since transitioned to the Senior Scientific Consultant at HCD. In addition to providing full-service support for human testing and product evaluation, Martha’s experience innovating in highly regulated spaces ensures consideration of regulatory and compliance requirements, by design. In her spare time, Martha enjoys fermenting, extracting, and infusing natural products and foods.
Extra Information:
Journal Club Article: https://pubmed.ncbi.nlm.nih.gov/35326256/
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🎊 For our first episode of 2023, HCD MindSet welcomes Jose Rodriguez! Jose is a seasoned consultant with experience in both brand marketing and flavor and fragrance. In this episode, Jose chats with Kathryn and Michelle about the role of fragrance houses in the industry, what exactly a “hedonics” is, and suggestions for improving consumer research in flavor and fragrance.
fragrance #flavor #perfume
Jose started his career in IT. Working on Local-Area-Network (LAN) solutions until he took a break to get his Master’s in Business from Columbia University. After graduating, Jose joined Bestfoods working on brands like Knorr and Hellmann’s Mayonnaise, all part of Unilever today. He then joined IFF followed by Quest which was later acquired by Givaudan. Jose then joined Coca-Cola in a Senior Commercial role, leading their Sweetener business. In 2018 he started up a Consulting business and managed a few startups. He remains linked to the flavor and fragrance industry, consulting with a leading player.
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🎁 Here is a holiday treat for our MindSet listeners- a Journal Club WITH the researcher!
🎶 HCD’s MindSet lucked out to have drummer, dad, and neuroscientist Daniel Cameron join Kathryn and Michelle to discuss one of his recent publications exploring how music influences the body. In this episode, we dive into the research paper, “Undetectable very-low frequency sound increases dancing at a live concert," to understand the connection between music and movement.
music #movement #neuroscience
Link to the research
Daniel Cameron is a postdoctoral fellow at McMaster University in Hamilton, Canada. He studied percussion performance at the University of Toronto (BMus, 2007), the cognitive neuroscience of music at Goldsmiths, University of London (MSc, 2011), and neuroscience at the University of Western Ontario (PhD, 2016). Daniel is interested in musical rhythm: why we like it, why it makes us want to move, and how our experience shapes our responses to it. His research has included developmental, cross-cultural, and neuroimaging methods.
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🏏🎡 Kathryn and Michelle are back at it with an episode discussing common (and concerning) neuro-myths that have recently re-emerged. From buy-buttons to mind-control, Michelle and Kathryn dive into sensationalized claims that are often taken from neuroscience or behavioral science to make a flashy title. In this episode, they talk about the advancements in technology and tools to better explore the human experience- but not without acknowledging the limitations and obstacles that may never be solved. Tune in to this episode to hear Kathryn and Michelle clear the air on misconceptions and give their opinions about where the field of “neuro-marketing” is going.
neuromarketing #neuromyths #misinformation
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🗣️ In this week’s episode of HCD’s MindSet, Kathryn and Michelle chat with social scientist, Kristen Shumaker, about how brains respond to different types of messaging and the types of tools used in communication neuroscience.
⚒️ With experience in using fMRI and fNIRS, Kristin gives us the lowdown about how to explore neurofeedback while accounting for limitations. If you are interested in learning about new neurotechnologies, this informative session is not one you will want to miss!
fNIRS #storytelling #audiences #fMRI
Kristin Shumaker is a quantitative communication researcher, who uses behavioral and neuroscience methods to study how people connect to each other through stories and shared experiences. Specifically, she uses fNIRS (functional near-infrared spectroscopy) to study how synchrony – between the brains of communicators and within audiences – predicts empathy, authenticity and audience preferences.
She received her Ph.D. from the Annenberg School for Communication at the University of Pennsylvania in 2022. Prior to re-entering academia, she was a professional production manager and theater maker at the Dell’Arte International School for Physical Theatre, and a freelance stage manager with the Santa Fe Opera and other companies. She has an M.F.A. in Theatre (Virginia Tech) and a B.A. in Biology (Carleton College).
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🛑 As the cannabis industry continues to evolve, the conversations surrounding consumer safety and regulations remain critical. On this week’s episode of MindSet, Kathryn and Michelle sat down with both Martha Bajec and Dr. David Nathan to discuss their recent work with both HCD Research and the ASTM D37 Committee regarding cannabinoid safety signs.
🧃 This episode is full of fascinating discussions around cannabis, the term “psychoactive,” and how the pharmaceutical and consumer package goods industries can strive to make better labels for consumer safety.
consumersafety #labels #cannabis #ASTM #CPG #consumers #package #design #education #informedconsumer #cannabinoids #wellness #consumption
Meet our guests!
David L. Nathan, MD, DFAPA is a Princeton, New Jersey based psychiatrist, writer, speaker, educator, and consultant. He is best known as the founder and past president of Doctors for Cannabis Regulation. Dr. Nathan is a Distinguished Fellow of the American Psychiatric Association and Clinical Associate Professor of Psychiatry at Rutgers Robert Wood Johnson Medical School. He is a leader in the development of evidence-based labeling standards for the regulated cannabis industry, and he was the principal designer of the International Intoxicating Cannabis Product Symbol.
Martha Bajec, PhD is the Principal at Bajec Senseworks consulting where she lends her unique expertise and perspective to researchers and leaders across CPG categories. Martha joined HCD Research in 2020 as a Consulting Director in Health and Wellness Research exploring the consumer space. In addition to providing full-service support for human testing and product evaluation, Martha’s experience innovating in highly regulated spaces ensures consideration of regulatory and compliance requirements, by design. In her spare time, Martha enjoys fermenting, extracting, and infusing natural products and foods.
Extra Information:
HCD Label Research Infographic: Linked here
Eli Nathan, Graphic Designer: elinathan.com
ASTM International: https://www.astm.org/
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🎃 Happy Halloween to all our MindSet listeners!
🦇 🧙♀️🧉 What's a scary part about research? Statistics! The University of Pennsylvania's Alex Shpenev talks Kathryn and Michelle through common fears or misconceptions behind statistics and why you shouldn't be so sure when playing with numbers. Even though this episode doesn't include any spells, it reminds us that many popular statistics are just pulled out of thin air.
statistics #correlations #halloween
Alex Shpenev is a Senior Data Research Scientist at the Center for Social Norms and Behavioral Dynamics of the University of Pennsylvania. He is also affiliated with the Population Studies Center, the Population Aging Research Center, the Leonard Davis Institute of Health Economics, and the Center for Global Healt. His work focuses on the social nature of health behavior, exploring the social patterns of latrine use in India. As part of this project, Alex develops survey materials, supervises data collection, and conducts social network analysis to better understand the flow of information about the benefits of better sanitation practices and the availability of resources for latrine construction. His other work centers on how friends and family (in particular, spouses) can contribute to better health behaviors and health outcomes.
Alex received his PhD in Demography and Sociology at the University of Pennsylvania and holds an MA in Statistics from the Wharton School.
Find Alex:
https://www.lps.upenn.edu/degree-programs/mbds/faculty/alex-shpenev
https://www.shpenev.com/
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👃 This week’s episode of HCD’s MindSet includes author, TEDx speaker, neuroscientist, and world leading expert on the psychological science of smell- Rachel Herz, PhD.
🕯️This fascinating conversation dives into the value of smell in terms of wellbeing, what an “unscented” product really means, and a few myth-busting moments around olfaction too.
smell #olfaction #neuroscience #fragrance #mentalhealth #anosmia #experiences #research #wellbeing
A world-renowned expert on the psychological science of smell, Dr. Rachel Herz is a neuroscientist, TEDx speaker, and published author of both books and numerous research publications. She is also a valued consultant to international corporations, an entrepreneur, and is on the faculty at Brown University and Boston College.
Useful Links
Rachel Herz’s Website: https://rachelherz.com/popular-books/
TEDx Talk: https://www.youtube.com/watch?v=lmGLsMER58g&app=desktop
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😊 Happy Friday everyone!
🚩🚩 To keep the momentum going from #NeuroU2022, we have a BONUS episode for HCD’s MindSet! Kathryn and Michelle hopped on the mics for a journal club session to chat about a recent article that was published by IFT. Everything old is new again and the infamous “neuromarketing hype” is back in the mix with the same, old tricks. Listen to Kathryn and Michelle break down the article and discuss why EEG and food science are a complicated combo.
neuroscience #EEG #foodscience #misinformation
Learn about NeuroU:
https://www.hcdi.net/neurou
Articles debunking neuro-hype:
https://www.theguardian.com/science/head-quarters/2013/dec/05/neuromarketing-brain-eeg-hype
https://www.sciencedirect.com/science/article/pii/S0950329320303931?casa_token=zct5EPVVMroAAAAA:HlAMxC9W3ISbZzYXbTQ5cAgCkjUCHl44TsMHMPPUd3RGIYrn1-mP7kfQIo-2DrUQpsJ0IZ3Sqg
https://www.forbes.com/sites/matthewherper/2011/10/02/no-you-dont-love-your-iphone-in-that-way/?sh=5231a671636c
https://www.hcdi.net/post/the-brain-what-is-it-good-for https://www.hcdi.net/post/neuromarketing-identifying-the-fact-from-the-fiction
https://www.hcdi.net/post/on-myths-and-methods https://www.hcdi.net/post/hcd-on-the-road-debunking-neurohype
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Kathryn and Michelle are back with another episode of HCD’s MindSet with Rex Chng, a recent graduate of the Penn Masters of Behavioral and Decision Science program. In this episode, Rex shares why he joined the program at University of PA and the recent work he did with HCD about on-demand delivery services. Inspired by the UberEats Superbowl commercial, this research tried to determine what is important to consumers, and how brands can leverage that information to stay top-of-mind with their customers. After listening to this episode, you may never look at companies like Lyft or Instacart the same… Check it out!
Rex is a recent graduate of the Master of Behavioral and Decision Sciences program at the University of Pennsylvania. He is fascinated by how human makes decisions, why some behaviors spread faster than others, and the underlying motivation of human behaviors. He is looking to bring his behavioral science knowledge into UX research to the tech industry to build a seamless product experience.
MaxImplicit White Paper: https://www.hcdi.net/white-papers/maximplicit
Rex’s LinkedIn: https://www.linkedin.com/in/rexchng/
Rex's blog: https://www.hcdi.net/post/what-on-demand-delivery-service-brands-need-to-know-about-consumer-perceptions-of-their-brands
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This week’s episode of HCD’s MindSet includes a 3-time author, consultant, and speaker- Steve Yastrow. Steve literally “wrote the book” on Brand Harmony, helping companies understand and learn the importance of paying attention continuously to what customers are hearing. Chatting with Kathryn and Michelle about brand harmony, Steve provided a lot of his insight about how valuable it is to bet on your customers to make or break even the best of products. #customerexperience #CX #brandharmony #totalexperience #customerrelationship #marketing #branding #benchmarking #strategy #alignment
Steve Yastrow is the author of three books, Ditch the Pitch, We: The Ideal Customer Relationship and Brand Harmony. Management guru Tom Peters said, “When Steve Yastrow writes, I pay close attention.” Seth Godin wrote that Ditch the Pitch “gives salespeople the courage to be human.” Steve is the president of Yastrow & Company, where he and his team help their clients improve business results through more compelling customer experiences and stronger customer relationships.
Steve Yastrow’s Website: https://yastrow.com/
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What nudges have you noticed in your daily life? Michelle and Kathryn hopped on the mics this week to discuss an article which has recently sparked a lot of debate about the value of “nudges”. The article, and its subsequent reactions, have left our favorite hosts with a lot to say about not just nudging, but the serious issues with publishing in scientific journals as a whole. Listen to Kathryn and Michelle discuss the trials and tribulations of publish or perish, the evolution of research, and why studying human research is so messy (but intriguing).
Article 1: https://www.pnas.org/doi/10.1073/pnas.2107346118
Article 2: https://www.pnas.org/doi/10.1073/pnas.2200300119
Article 3: https://www.pnas.org/doi/10.1073/pnas.2202928119
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60 Episodes down for MindSet - how many more to go? In this episode Kathryn and Michelle talk about NeuroUX - what is it, how it came to be, it's challenges, and it's future. Neuro - meaning nervous system (includes the brain) and UX - meaning user experience. NeuroUX is a tool that allows researchers to attain real world data of consumers cognitive process over time. HCD Research had also completed an internal study using NeuroUX Technology focusing on RiteAid and CVS's Covid-19 Vaccination website user experience - this study will be linked in the show notes below.
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HCD NeuroUX Study | https://www.hcdi.net/post/applying-behavioral-science-to-ux-research-how-neuro-tools-diagnosed-vaccine-scheduling-ux
Transcription of MindSet | Coming Soon
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What do Pepsi, Pfizer, and VW all have in common? Each company recently decided to have a logo make-over via the concept of debranding! In this week’s MindSet episode, Kathryn is joined by Allison Gutkowski to discuss what this trend means for companies and consumers, as well as ways that brands can evolve with their consumer while remaining true to themselves. The notion of debranding sparked an interesting discussion surrounding brand harmony, consumer perception, and visual marketing that you don’t want to miss!
As Director of Global Research for HCD Research, Allison specializes in all thing’s client related, including educational sessions on applied behavioral neuroscience and applications, building relationships and developing proposals and research programs. She is responsible for new business development as well as account and project management. Allison has been a guest lecturer at Wharton School of the University of Pennsylvania, The College of New Jersey and Rutgers University.
Allison is very passionate about what we do here at HCD and loves to talk about it. Allison loves hearing clients’ pain points and unique obstacles that they face with their products and brands. This allows us to explore new approaches and applications that provide a solution to a problem they have not been able to solve with past research approached. Each question brings a new challenge.
Ms. Gutkowski earned a Bachelor of Science degree in Business Administration from The College of New Jersey. In 2011, Allison joined the HCD team and began by understand the research processes and the inner-workings with each unique project. This brings a holistic understanding to her current role and enjoys being involved in every aspect of the project journey.Be sure to give us 5 Star rating, leave a review, or subscribe to your preferred method of listening. Don't forget to also follow us on any of our social media platforms listed below.
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Allison Gutkowski Email | allison.gutkowski@hcdi.net
Debranding Video Link | https://www.youtube.com/watch?v=e1bjkPerpPs
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Transcription of MindSet | https://adobe.ly/36CJyl9
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Do It Yourself is a famous Google search for any household repairs or homemade decorations, but is there such a thing as "DIY Neuro"? In MindSet's latest episode, we are joined by Anna Wexler. She shares her expertise with Kathryn and Michelle as they discuss the hype and horrors of DIY NeuroTech!
Anna Wexler is an Assistant Professor in the Department of Medical Ethics and Health Policy at the Perelman School of Medicine at the University of Pennsylvania, where she studies ethical, legal, and social issues surrounding emerging technology. In particular, she is interested in do-it-yourself medicine, citizen science, and direct-to-consumer neurotechnology. She received her Ph.D. in 2017 from the HASTS (History, Anthropology, Science, Technology & Society) Program at MIT, where her dissertation centered on the DIY brain stimulation movement. She was a 2015-2016 visiting scholar at the Center for Neuroscience and Society at the University of Pennsylvania. In 2007, Anna graduated from MIT with two Bachelors’ of Science degrees, one in Brain and Cognitive Science and the other in Humanities and Science with a focus in Writing. Prior to her move to academia, Anna worked for several years as a science and travel writer (and editor) based in Tel Aviv, Israel.
Anna also co-directed, co-produced, co-edited, and co-wrote the feature documentary film UNORTHODOX (2013), which is available on iTunes, Amazon, and Google Play. The film, which took Anna and and her co-director, Nadja Oertelt, nine years to complete, follows three rebellious Orthodox Jewish high school teenagers through a transformative post-high school year in Israel. Anna was selected as a 2007-2008 filmmaker-in-residence at WGBH in Boston to work on the project, and in 2012, the filmmakers completed a successful Kickstarter campaign to raise finishing funds. For more information, visit the Unorthodox website, Facebook, and Twitter.
In her spare time, Anna enjoys creating functional ceramics and pottery. Anna and her husband Jonathan Reisman, a physician and writer, are avid travelers who enjoy hiking in remote mountainous regions.
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Transcription of MindSet | Coming Soon
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In MindSet Episode #57 Michelle and Kathryn have produced Journal Club #2! The article they focus on is "Sound" Decisions: The Combined Role of Ambient Noise and Cognitive Regulation on the Neurophysiology of Food Cravings from the National Library of Medicine.
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Kathryn on LinkedIn | https://bit.ly/Kathryn_LinkedIn_YTCaption
Michelle on LinkedIn | https://bit.ly/Michelle_LinkedIn_YTCaption
HCD Research Website | https://bit.ly/HCDI_Website
MindSet Website Page | https://bit.ly/MindSet_Website
Journal Club Article | https://pubmed.ncbi.nlm.nih.gov/35250463/#:~:text=Collectively%2C%20our%20findings%20suggest%20that,in%20regulating%20cravings%20and%20decisions
Transcription of MindSet | Coming Soon
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In MindSet Episode #56 Michelle and Kathryn discuss the New Reefer Madness with HCD's Senior Scientific Consultant, Martha Bajec, PhD. The New Reefer Madness is an important term used to help describe the rebranding of cannabis from a "No No" to a "Wellness or Health Additive.".
Dr. Martha Bajec has spent the last decade working as a scientist and leader for some of the world’s largest and most influential consumer packaged goods companies. With undergraduate and master’s theses focused on neurotransmission in model organisms and doctoral work on individual differences in human oral sensation, Martha has put the rigor and stringency of her training to work in delivering evidence-based insights on CPG categories ranging from fortified milk-based products through carbonated beverages, and beer and wine through tobacco and cannabis.
As Principal at Bajec Senseworks consulting, Martha lends her unique expertise and perspective to researchers and leaders across CPG categories. Martha joined HCD Research in 2020 as a Consulting Director in Health and Wellness Research exploring the consumer space. In addition to providing full-service support for human testing and product evaluation, Martha’s experience innovating in highly regulated spaces ensures consideration of regulatory and compliance requirements, by design. In her spare time, Martha enjoys fermenting, extracting, and infusing natural products and foods.
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Kathryn on LinkedIn | https://bit.ly/Kathryn_LinkedIn_YTCaption
Michelle on LinkedIn | https://bit.ly/Michelle_LinkedIn_YTCaption
Martha on LinkedIn | https://bit.ly/MarthaBajec_LinkedIn
HCD's work with ASTM |https://cannabisindustryjournal.com/news_article/astm-launches-standard-for-international-intoxicating-cannabinoid-symbol/
HCD's ASTM Infographic | https://adobe.ly/3Pcyi10
Darwin Millards MindSet Episode| https://www.youtube.com/watch?v=eQgVYrhF9aU
HCD Research Website | https://bit.ly/HCDI_Website
MindSet Website Page | https://bit.ly/MindSet_Website
Transcription of MindSet | Coming Soon
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In MindSet Episode #55 Michelle and Kathryn discuss Facial Coding! Facial Coding is when you collect and categorize emotional reactions from facial expressions. If you are interested in knowing more listen to this curious conversation.
Kathryn on LinkedIn | https://bit.ly/Kathryn_LinkedIn_YTCaption
Michelle on LinkedIn | https://bit.ly/Michelle_LinkedIn_YTCaption
HCD Research Website | https://bit.ly/HCDI_Website
MindSet Website Page | https://bit.ly/MindSet_Website
Facial Coding Whitepaper | https://www.hcdi.net/white-papers/facial-coding
Transcription of MindSet | Coming Soon
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Kathryn and Michelle are back on the mic with Episode #54 of MindSet! Today they are discussing Sensory Memes! But... what exactly are they, how do they affect us as the consumer, and what is the future of them in advertising? Listen to the full conversation now!
Kathryn on LinkedIn | https://bit.ly/Kathryn_LinkedIn_YTCaption
Michelle on LinkedIn | https://bit.ly/Michelle_LinkedIn_YTCaption
Aigoracast | https://podcasts.apple.com/us/podcast/michelle-niedziela-kathryn-ambroze-let-go/id1482314193?i=1000551304888
HCD Research Website | https://bit.ly/HCDI_Website
MindSet Website Page | https://bit.ly/MindSet_Website
Transcription of MindSet | Coming Soon
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First Monday of April - how is the year going by so fast? In this episode Kathryn and Michelle are joined by a very special guest, Nick Thomas. You can look forward to them discussing about the market research industry, publications and more.
Nick Thomas would describe himself in a Twee, which is 280 characters as I'm happily married and the proud father of two boys aged 5 and 9, living in Surrey, UK; overeater and underachiever; jack of all trades bored by doing any one thing for too long. Founder and owner of MrWeb Ltd which publishes DRNO, the global insight industry's only 'proper' daily paper.
If want to read the full spread of MRWeb's collaboration with HCD Research follow this link | https://online.flippingbook.com/view/1040202418/
Kathryn on LinkedIn | https://bit.ly/Kathryn_LinkedIn_YTCaption
Michelle on LinkedIn | https://bit.ly/Michelle_LinkedIn_YTCaption
Nick Thomas on LinkedIn | https://www.linkedin.com/in/nick-thomas-b1513821a/
MRWeb on LinkedIn | https://www.linkedin.com/company/mrweb-ltd/
Tweet at MRWeb | @mrwebnews
Contact Email for MRWeb | hello@mrweb.com
Coming Soon for MRWeb!
Next Feature Issue | Insight in the Mobile Age, June
Next News Issue | Tonight and Every Weekday Night!
HCD Research Website | https://bit.ly/HCDI_Website
MindSet Website Page | https://bit.ly/MindSet_Website
HCD Newsletter | https://bit.ly/HCDNewsletter_SignUp
Transcription of MindSet | Coming Soon
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Episode #52 is rolling out! In todays episode President & CEO of HCD Research, Glenn Kessler joins Kathryn and Michelle to talk about Brand Harmony. What is brand harmony? Why should you care? And why does your company need to know! Listen to the full episode to learn more.
Glenn is the President & CEO of HCD Research, a communications and sensory research company which uses applied consumer neuroscience methods and traditional research tools to answer a variety of research questions. In addition to years of experience in management, marketing and market research analysis, he has conducted political communications research for campaigns and evaluated Super Bowl Advertising for major media outlets, becoming an “expert” in political advertising.
He is a regular guest speaker at The College of New Jersey, The Wharton School, University of Pennsylvania and The Rutgers Graduate School of Business and Management. He is now focused on bringing innovation and new business opportunities to HCD.
Kathryn on LinkedIn | https://bit.ly/Kathryn_LinkedIn_YTCaption
Michelle on LinkedIn | https://bit.ly/Michelle_LinkedIn_YTCaption
Glenn Kessler on LinkedIn | https://bit.ly/GlennKessler_LinkedIn
Previous MindSet Glenn was on | https://www.youtube.com/watch?v=Swvf3hdHJmk
Previous MindSet Glenn was on #2 | youtube.com/watch?v=QbCz93bm5s8
HCD Research Website | https://bit.ly/HCDI_Website
MindSet Website Page | https://bit.ly/MindSet_Website
Transcription of MindSet | Coming Soon
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In this episode, our very own Allison Gutkowski of HCD Research dives into the curious conversation with Michelle and Kathryn about our tool Simplicit! Simplicit is the Self-Assessment Manikin (SAM) + Implicit Testing methodologies combined!
As Director of Global Research for HCD Research, Allison specializes in all thing’s client related, including educational sessions on applied behavioral neuroscience and applications, building relationships and developing proposals and research programs. She is responsible for new business development as well as account and project management. Allison has been a guest lecturer at Wharton School of the University of Pennsylvania, The College of New Jersey and Rutgers University.
Allison is very passionate about what we do here at HCD and loves to talk about it. Allison loves hearing clients’ pain points and unique obstacles that they face with their products and brands. This allows us to explore new approaches and applications that provide a solution to a problem they have not been able to solve with past research approached. Each question brings a new challenge.
Ms. Gutkowski earned a Bachelor of Science degree in Business Administration from The College of New Jersey. In 2011, Allison joined the HCD team and began by understand the research processes and the inner-workings with each unique project. This brings a holistic understanding to her current role and enjoys being involved in every aspect of the project journey.Be sure to give us 5 Star rating, leave a review, or subscribe to your preferred method of listening. Don't forget to also follow us on any of our social media platforms listed below.
Kathryn on LinkedIn | https://bit.ly/Kathryn_LinkedIn_YTCaption
Michelle on LinkedIn | https://bit.ly/Michelle_LinkedIn_YTCaption
Allison Gutkowski on LinkedIn | https://bit.ly/AllisonGutkowski_LinkedIn
Allison Gutkowski Email | allison.gutkowski@hcdi.net
HCD Contact Page on our Website | https://bit.ly/HCD_ContactUs
Previous MindSet Allison was on | https://www.youtube.com/watch?v=gC1fbwU59YQ
HCD Research Website | https://bit.ly/HCDI_Website
MindSet Website Page | https://bit.ly/MindSet_Website
Transcription of MindSet | https://adobe.ly/36CJyl9
YouTube - @HCDResearchInc.
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HCD Research's MindSet has hit a new milestone! 50 Episodes of curious conversations have been out there for you to listen to - what a journey it has been for HCD Research and our two wonderful hosts Michelle and Kathryn. Also, a special shout out to all of our guests as you make this content even better and a huge thank you to all of our valued listeners!
In this episode, we have a wonderful guest, Dr. Elizabeth Johnson or better known as Zab. Dr. Johnson and Kathryn speak on how the field of applied neuroscience can be used in just about every factor of life but also how most people don't even know what, why or how their own brain works!
Elizabeth (Zab) Johnson is the executive director and senior fellow of the Wharton Neuroscience Initiative. Her research focuses on vision and visual behavior. Her work spans physiological approaches in the retina and early visual cortex to using eye tracking to investigate how human observers look and navigate through the world, how these processes unfold over time and with experience, and the role of social cognition and decision making in these processes. As an expert on color vision, she collaborated with Lenovo to develop computer and tablet screens with features that provide a more personalized color experience and has worked with US military special operations forces and the FBI to improve their visual training and assessments.
Before joining Wharton, Zab was a research professor of neurobiology at Duke University's School of Medicine, where she also launched the Duke Institute of Brain Sciences. She received her PhD in neural science at New York University and an AB in psychobiology from Mount Holyoke College. She is passionate about how neuroscience can impact and improve many aspects of how we make choices, lead organizations, and live our lives. Her research and practice strive to push applications of neuroscience outside of the traditional laboratory, in order to find new solutions for real world challenges that impact both business and society.
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Kathryn on LinkedIn
Michelle on LinkedIn
Dr. Elizabeth Johnson on LinkedIn
Wharton School at UPenn's Neuro Website
HCD Research Website
MindSet Website Page
Transcription of MindSet
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Get ready for a MindSet Episode that rivals the best half time performance. In this weeks special release, listen to Michelle and Kathryn talk with Dr. Mudje Yuksel who has the most interesting career history and the E-Sports industry!
Dr. Mujde Yuksel is an Associate Professor of Marketing and the Director of Graduate Programs in Marketing at Suffolk University in Boston.
She is a consumer behavior researcher with a special focus on digital consumption and sports and entertainment marketing. She has a number of publications at various marketing journals (e.g., Journal of Marketing Management, Journal of Business Research) in addition to more specialized sports management journals (e.g., Sport Management Review). She is currently an Associate Editor at the Journal of Consumer Marketing.
As an educator, she enjoys teaching project-based courses that focus on how customer insights shape marketing strategy. She has also taught sports marketing and, most recently a grad course on Customer Experience (CX) with a neuromarketing perspective.
Outside the University, she is currently participating in the Collective Think Tank, a global consortium created by Wasserman to raise visibility of women and drive inclusion in sports, entertainment, and culture. She also sits on the Board of Directors of the Merrimack Valley YMCA.
Prior to pursuing a career in academia, she worked as the sponsorship coordinator of the 2010 FIBA World Championship. She was previously a professional basketball player and won several medals as a competitor for Fenerbahce Women’s Basketball and the Turkish National Team. She was also an official Nike Athlete during her professional sports career.
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Kathryn on LinkedIn
Michelle on LinkedIn
Dr. Mujde Yuksel on LinkedIn
HCD Research Website
MindSet Website Page
Transcription of MindSet
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Michelle and Kathryn talk with Falisha Karpati about inclusivity within the work space!
Falisha Karpati, PhD is an Inclusion Consultant with a background in neuroscience. Falisha’s work focuses on using neuroscience to build inclusive environments in research, academic, and scientific organizations. Her approach to inclusion centers on the interconnectedness of cognitive, demographic, and experiential diversity.
She holds a PhD in Neuroscience from McGill University and a Certificate in Diversity and Inclusion from Cornell University. She brings a decade of experience in designing inclusive programming as well as conducting research, including work as a Training and Equity Advisor at McGill University and as a neuroscientist studying the impact of training on the brain.
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Kathryn on LinkedIn
Michelle on LinkedIn
Falisha on LinkedIn
Falisha's Website
Falisha's Resource List
HCD Research Website
MindSet Website Page
Transcription of MindSet
YouTube - @HCDResearchInc.
LinkedIn - @HCDResearch
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Twitter - @HCDResearchInc
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Michelle and Kathryn talk with Bingling Wang who is a finishing up her masters with a capstone research project at HCD Research! Bingling is very interested in how shoppers perceptions are effected by using the tool of augmented reality! Listen in to hear a little more about her background, her capstone project, and this curious conversation.
Bingling is a student at the Master of Behavioral and Decision Sciences program at the University of Pennsylvania. She earned her Bachelor’s degree at the College of William & Mary with a double major in Psychology and Economics. Bingling is passionate about using behavioral sciences and market research to understand human behavior and solve real-world problems. She enjoys interdisciplinary work and aspires to learn from people in different fields.
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Kathryn on LinkedIn
Michelle on LinkedIn
Bingling on LinkedIn
HCD Research Website
MindSet Website Page
YouTube - @HCDResearchInc.
LinkedIn - @HCDResearch
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What is the first rule of journal club? Is to watch or listen to Journal Club 😉- Join Kathryn and Michelle as they discuss a fascinating article about facial coding!
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Kathryn on LinkedIn
Michelle on LinkedIn
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Journal Club Article
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Michelle and Kathryn discuss the venture of HCD into Traditional Implicit Research with a client who specifically wanted it. As you see when doing implicit research for sensory you really do need to be an expert in sensory.
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Previous Implicit Episode
Kathryn on LinkedIn
Michelle on LinkedIn
HCD Research Website
YouTube - @HCDResearchInc.
LinkedIn - @HCDResearch
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Michelle and Kathryn talk with Farrah Kharche who was a finished up her masters with a capstone research project at HCD Research and now works as an Associate at Strategy&. Farrah was very intrigued by brand perception and also a timely topic of vaccines! Listen in to hear a little more about her background, her capstone project, and this curious conversation.
During her undergraduate experience studying consumer behavior, Farrah developed an interest in behavioral science. She pursued this interest by conducting independent research on the impact of communications of transformation on consumer expectations and product satisfaction. Subsequently, Farrah began working as a research assistant in the behavioral research lab at the Fisher College of Business; in this role, she further explored consumer behavior by directing experiments for Marketing professors and analyzing data. Farrah then matriculated at The University of Pennsylvania’s Master of Behavioral and Decision Sciences (MBDS) program in the fall of 2020. During her time at the University of Pennsylvania, Farrah conducted research concerning tax aversion during shopping and devised premiumization and marketing strategies and testing methods for various Fortune 500 CPG firms. After completing her MBDS coursework, Farrah concluded her degree by completing her capstone research project with HCD research on COVID-19 vaccine brand perceptions in the U.S. This topic was of particular interest to her as COVID-19 vaccine brand perceptions translate into vaccination adoption and compliance with health guidelines, thereby informing consumer behavior.
Farrah graduated from The Ohio State University with a BS in Business Administration specializing in Finance and Marketing with a minor in Consumer Sciences. She recently graduated from the MBDS program and will be joining Strategy& as an associate.
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Kathryn on LinkedIn
Michelle on LinkedIn
HCD Research Website
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LinkedIn - @HCDResearch
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This week, Michelle talks with Michael Murphy who was a recent intern at HCD Research. They discuss a little about him and his personal experiences while also diving into the methodologies he learned under Michelle's mentorship. You could call him a master of behavior and decision sciences!
After completing coursework in microeconomics and behavioral economics in the second half of his undergraduate experience, Michael's professional ambitions largely shifted towards the behavioral sciences. He saw this field as an exciting intersection of his interests in health, psychology, and behavior change. Michael's newfound interest prompted him to complete an independent study about the neuroscience underlying health-related decision making, which then encouraged him to explore professional degree programs. Ultimately, Michael enrolled in the Master of Behavioral and Decision Sciences (MBDS) program at the University of Pennsylvania in the Fall of 2020. Throughout the MBDS program, he contributed to multiple projects ranging from pediatric type II diabetes to COVID-19. Michael rounded out his masters degree by completing a capstone project with HCD Research centered on consumer safety priorities at entertainment venues. Michael appreciates the opportunity to have learned about HCD's MaxImplicit methodology under the mentorship of employees Michelle and Kathryn.
Michael received his BS in Neuroscience with a Health Studies Certificate from Dickinson College. He recently completed his coursework in the Master of Behavioral and Decision Sciences program at the University of Pennsylvania.
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Kathryn on LinkedIn
Michelle on LinkedIn
HCD Research Website
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Here is our first full episode released on our podcast platforms! Michelle and Kathryn are back again and lucky enough to have Jeanette Andrews a magician, artist, and speaker featured on this weeks curious conversation. These 3 dive into Jeanettes extensive background and their collaborative projects within the behavior research space.
Jeanette Andrews is hailed as one of the most innovative illusionists in the world today and has staged hundreds of sold-out and standing-room-only performances for Fortune 500 companies, theaters and universities including Infiniti, Kraft, Thermo Fisher Scientific, Lyric Opera & Chicago Ideas Week. She has presented commissioned and site-specific works for The Smithsonian's Cooper Hewitt, the International Museum of Surgical Science, and the Museum of Contemporary Art Chicago.
Andrews presented her first magic performance at age four, was paid to do her first magic show at age six, began running her business that day and has never had another job since, and is now internationally recognized as a pioneer in her field. Andrews uses sensory anomalies, art and scientific anecdotes to create luxurious experiences that bridge everyday life to a special, heightened world. She loves creating experiences for audiences to engage with the impossible in fun, insightful, generous ways.
Andrews is an Affiliate of Harvard’s metaLAB and prior artist in residence for High Concept Labs and The Institute for Art and Olfaction. Illusion is Ms. Andrews’ life’s work and her performances have been praised by the Chicago Tribune, PBS and the New York Times.
Jeanette Andrews Website
Facebook - @SensoryIllusions
Twitter - @JeanetteMagic
YouTube - @JeanetteAndrewsMagic
Instagram - @jeanetteandrewsmagic
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Kathryn on LinkedIn
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MindSet has reached a new milestone! Now located anywhere you stream your podcasts. (Plus more platforms to come in the near future)
We at HCD Research know that each person is unique and loves to consume content in different fashions. That is why the episodes we release here will be the same as the ones we upload to YouTube. Be sure to give us 5 Star rating, leave a review, or subscribe to your preferred method of listening. Don't forget to also follow us on any of our social media platforms listed below.
YouTube - @HCDResearchInc.
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