HCD Opens Neuroscience-Based 'Flavor & Fragrance' Arm

US marketing and communications specialist HCD Research has opened a Flavor and Fragrance market research division, which will combine neuroscience tools with traditional methods to provide a view of both respondents' subconscious and cognitive response to stimuli.

Last year, the firm announced it had integrated biometric, eye tracking and online quant research measures into its existing AdverTest concept testing tool, to obtain insights into consumers' reactions to all forms of media.

The new division will be led by Dr Michelle Niedziela (pictured), who previously worked as a Sensory & Consumer Insights Scientist at Mars, and as a Senior Scientist at Johnson & Johnson. In the latter role, she developed new technologies in sensory and behavioral sciences for consumer products and was the technical lead for flavour and fragrance innovation programs. She has a Master's and PhD in Behavioral Neuroscience and Neurogenetics from Purdue University, and was a post-doctoral fellow at Monell Chemical Senses Center, focusing on food ingredients and behavior.

In her new role, Niedziela will tap into HCD's experience in applying psychophysiological methods to usability, media and video game research.

Web site: www.hcdi.net .