The Nerdoscientist Podcast

Implicit research is everywhere in consumer, sensory, and market research—but not all “implicit” methods measure the same thing. In this episode of Nerdoscientist, behavioral neuroscientist Michelle Murphy Niedziela unpacks why so many vendors claim to offer implicit methods, how those approaches can differ dramatically under the hood, and why slick tools aren’t always grounded in validated cognit...

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 friendl...

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-...

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 m...

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/comp...

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...

🎙️ 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...

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 kee...

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...

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...

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 str...

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...

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...

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 em...

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: 🎭...