In this special episode, I share a recording of the talk I gave with Richard Popper and Rachel Czapla at Pangborn 2025: "Unpacking Consumer Perceptions: Do Implicit and Explicit Measures Tell the Same Story?"

We dive into the results of a collaborative study using lip products (matte, gloss, balm) to compare three consumer research methods—CATA, scaled ratings, and a commercially friendly implicit go/no-go test (with our partners at RIWI). Our goal? To see if implicit methods truly reveal a different layer of truth in how consumers associate emotional, functional, and descriptive product attributes.

🧠 Key takeaways:

• Explicit methods (CATA, ratings) tend to be more differentiating across products.

• Implicit methods may reveal deeper, fast-twitch associations that reflect what “feels right” at a gut level.

• Emotional adjectives weren’t necessarily stronger in implicit responses, challenging common assumptions.

• These methods aren’t redundant—they reveal different cognitive processes (System 1 vs. System 2).

We close by discussing how these layered insights can be used in product development, positioning, and go/no-go decisions.

At the 2025 Truth in Beauty e-Summit, experts from science, regulation, and industry came together to tackle one of the biggest challenges in beauty today: misinformation. In this episode, Dr. Michelle Niedziela (aka the Nerdoscientist) shares her 5-minute recap of the summit and her talk on how behavioral neuroscience and behavioral science can help us understand:

• Why sticky myths like “paraben-free,” “detox skincare,” and “neurocosmetics” spread.

• How consumers, companies, and media create a self-reinforcing misinformation loop.

• The short- and long-term consequences for brands when they feed these myths.

• Practical behavioral science strategies to break the cycle — from pre-bunking to reframing and collaboration.

🎙️ A quick dive into why beauty myths persist, and how we can build a more transparent, science-driven future.

In this episode of Nerdology, we’re breaking down the science of social proof—why we tend to follow the crowd and how this psychological phenomenon is shaping the way we buy. From TikTok beauty trends to influencer endorsements, social proof is everywhere. We’ll also dive into memetics—how ideas and trends spread—and what it all means for product developers in the consumer packaged goods space. If you're curious about how brands like Glossier and The Ordinary are using social proof to build trust and grow, this one’s for you! Visit www.nerdoscientist.com for more! #FacialCoding #ConsumerResearch #BehavioralScience #Neuroscience #ConstructedEmotion #LisaFeldmanBarrett #ImplicitAssociation #ConsumerBehavior #EmotionScience #NerdologyPodcast #MarketingInsights #Neuromarketing #PsychologyInBusiness #BehavioralFrameworks #EmotionalIntelligence #ConsumerPsychology #nerdoscientist

In this episode of Nerdoscientist, we dive into the fascinating world of cognitive dissonance and how it influences consumer behavior—especially when it comes to packaged goods. From the tension between sustainable choices and budget concerns to how loss aversion ramps up that inner conflict, we explore how understanding these psychological drivers can help researchers and brands get to the heart of what really shapes consumer decisions. Tune in to learn how behavioral frameworks can take your consumer insights to the next level!

In this episode of Nerdology, we tackle the growing trend of using facial coding in consumer research and why it might not be as reliable as it seems. Drawing on the groundbreaking work of neuroscientist Lisa Feldman Barrett, we explore her Theory of Constructed Emotion and why emotions are far more context-dependent than we think. We also discuss why relying on facial expressions to interpret emotions can lead to misleading insights and highlight better alternatives—like implicit association testing and behavioral science frameworks—that can help us truly understand consumer reactions. If you're ready to rethink what you know about emotion in consumer research, this episode is for you!

Are we over-relying on measuring "liking" in consumer research? 🤔 After attending EuroSense in Dublin and SSP in Pittsburgh, I noticed a recurring theme: Liking a product doesn’t always mean it will succeed. It’s time to dig deeper into emotions, behavior, and the why behind consumer preferences. 💡 In my latest Nerdology episode, I dive into some of the big discussions from these conferences: 🎭 Thierry Worch questioned the reliability of liking measures and pushed for more focus on emotions, benefits, and wellbeing. 👀 David Thomson drove home the point that products fail not because people don’t like them enough but because they don’t trigger behavior change. 🐕 Holly Miller challenged the very idea of measuring emotions, using her research on canine happiness to suggest that what we call "emotion" might just be projections of our own beliefs. 🧠 As always, I’m advocating for leveraging behavioral science and implicit association measures—methods I believe are more reliable than facial coding or surface-level measures. But here’s the real question: Can we make emotion measurable in a way that drives better business decisions? I think we’re getting closer. If you’re interested in how consumer research is evolving beyond liking—and how behavioral science, implicit measures, and neuroscience fit into the mix—check out this latest nerdology episode! 🎙️

To learn more visit: www.nerdoscientist.com #ConsumerResearch #BehavioralScience #Emotions #Neuroscience #Innovation #SSP2024 #EuroSense #BeyondLiking #podcast #nerdoscientist #nerdology

In this episode, I share my talk from the International Society of Neurogastronomy (ISN) 2025 in Philadelphia, where I closed the meeting with a playful but serious exploration of the cookie stomach.I discuss how sensory perception, bias, and emotion shape our food choices, why humans aren’t machines (no matter how much we try to measure them like ones), and how tools like AI and large language models can help us make sense of consumer experience and behavior.Highlights include reflections on food reward, the quirks of perception, and what a “cookie stomach” reveals about the way we experience eating.#Neurogastronomy #SensoryScience #BehavioralScience #ConsumerNeuroscience #FoodChoice

In this episode of Nerdoscientist, Michelle Niedziela unpacks the common misuses of neuroscience tools like EEG, GSR, and IAT in consumer research—and explains why leaning into human complexity can lead to better, more meaningful insights. If you’ve ever hoped your neuro data would give you simple answers, this one’s for you.🔗 Read the full blog post here: https://www.nerdoscientist.com/blog/complicated#ConsumerNeuroscience #BehavioralScience #MarketResearch #NeuroMarketing #HumanBehavior #ResearchDesign #InsightsThatMatter #CriticalThinking #EmotionScience #nerdoscientist

In this episode, Michelle Niedziela explores how generative AI—like ChatGPT—can be used to augment consumer research, not replace it. Based on her recent presentation at the AChemS annual meeting, she shares how she used AI to simulate a study on the concept of “freshness” in home fragrance—running synthetic MaxDiff and IAT data to explore assumptions, surface blind spots, and troubleshoot design challenges before fielding a real study.

Michelle also unpacks the ethical implications of synthetic data, especially in light of recent headlines involving fraud in market research—and why research foresight is more critical than ever.

✨ In this episode:

• How AI can help define tricky concepts like “freshness”

• Using synthetic data to pilot and refine research methodology

• Spotting emotional and contextual blind spots early

• Why ethical boundaries matter when using AI in insights work

• How Nerdoscientist supports teams with research foresight, design, and concept vetting

📝 Read the full blog post here: https://www.nerdoscientist.com/blog/syntheticdata

#SyntheticData #ConsumerResearch #Nerdoscientist #AChemS #MarketResearch #AIinResearch #ResearchForesight #BehavioralScience

🎙️ In this quick episode of Nerdology, we’re talking about something that quietly shapes our lives and our data: apathy.

After a busy stretch of speaking, teaching, client work, and travel, I found myself in a familiar state—not burnout, not boredom, just meh. And it got me thinking about how apathy affects consumer decision-making in ways we often overlook.

In this episode, I’ll cover: 🧠 What apathy really is (and isn’t) 📊 How it shows up in consumer behavior 🔬 How researchers can study it 💡 And what brands and scientists can do to overcome it

If you’ve ever found yourself stuck in a cycle of “I’ll deal with it later,” this one’s for you.

👇 Listen, reflect, and let me know—how do you deal with apathy in your work or your research?

#apathy #consumerbehavior #behavioralscience #neuroscience #marketingresearch #nerdoscientist #decisionmaking #shortpodcast #scicomm #nerdology

Why do consumers keep reaching for the same products over and over again? The answer lies in the Habit Loop—a powerful behavioral framework that explains how habits form and stick.

In this episode of Nerdology, I break down how to research consumer habits by identifying:

🔹 Cues – What triggers product use?

🔹 Routines – How do consumers interact with products?

🔹 Rewards – What satisfaction keeps them coming back?

From lip balm reapplication to deodorant rituals and moisturizer as self-care, understanding these habit loops can help brands design better products, disrupt existing behaviors, and build loyal consumer habits.

📌 Want to dive deeper? Read the full blog here: https://www.nerdoscientist.com/blog/habitloops

🔔 Don’t forget to like, subscribe, and drop a comment: What’s a product you use every day without even thinking about it?

#ConsumerBehavior #BehavioralScience #HabitLoop #MarketingStrategy #NerdologyPodcast #Nerdoscientist

A subtle change in wording can completely alter consumer perceptions—and your research results! In this episode of Nerdology, we explore framing effects, a key concept in behavioral science. Learn how to design neutral contexts, test multiple frames, and ethically navigate this powerful phenomenon to uncover genuine consumer insights.

#behavioralscience #FramingEffects #ConsumerResearch #Insights #Nerdology #nerdoscientist

In this episode of Nerdology, we dive into the fascinating (and sometimes misunderstood) world of implicit association tests (IATs) in consumer research. From the science behind implicit associations to the challenges of applying these tools effectively, I break down what works, what doesn’t, and how to avoid common pitfalls. Whether you’re a researcher or just curious about how consumer insights are shaped, this episode is packed with actionable advice to make your studies smarter, sharper, and nerdier.

💡 Ready to rethink your research? Visit www.nerdoscientist.com to connect!
#BehavioralScience #ConsumerResearch #ImplicitTesting #Nerdology #Nerdoscientist

In this episode of Nerdology, we’re diving into the fascinating yet perilous world of reverse inference—a common pitfall when interpreting neuroscience data in consumer research. From the infamous "You Love Your iPhone" study to the risks of oversimplified brain activity conclusions, we’ll explore how this methodological misstep can mislead business decisions, marketing messages, and product strategies. Tune in to learn how to navigate the allure of neuroscience responsibly, ensuring your insights are scientifically sound and truly actionable.

🎙️ Want to avoid the traps of reverse inference? Listen in and get tips from your friendly neighborhood Nerdoscientist!

#Neuroscience #BehavioralScience #ConsumerResearch #ReverseInference #Neuromarketing #fMRI #EEG #BehavioralInsights #BusinessStrategy #BrainData #Nerdology #Nerdoscientist #Podcast #ScienceInBusiness #ConsumerPsychology #MarketingMistakes #ScientificRigor #Innovation #MarketingInsights