• HCD News Release

New Hire Alert!

Please join us in giving a warm welcome to our Senior Scientific Consultant, Martha Bajec, PhD!

After completing her honours Bachelor (Brock University) and Master of Science (University of Toronto) degrees in Neuroscience and Physiology, respectively, focused on neurotransmission in arthropod models for her doctoral dissertation (Brock University), Martha’s research interests pivoted to human sensory perception and consumption behaviour. In the years since, Martha has put her broad knowledge foundation and deep curiosity to work in R&D for numerous global CPG category leaders, including Philip Morris International, Altria, Coca-Cola, Mead Johnson Nutrition, and Hexo.


As evidenced by her recent publications, which range from wine sensory analysis through the valuation of senses at different life-stages, Martha’s general research interests remain broad. As Senior Scientific Consultant with HCD Research, Martha uses her expertise to understand and explain consumer preferences and behaviours for health and wellness products. A proven inventor in nicotine and cannabis product and method spaces, Martha’s innovation-forward perspectives fit HCD’s mission and vision.

Building on her extensive professional experience in highly-regulated, fast-moving consumable product categories, and her personal journey managing chronic pain from multiple sclerosis, Martha brings a unique sense of the consumer into the design and interpretation of consumer and product performance research. A pessimist by nature, Martha’s skepticism and drive for evidence-based conclusions are an ideal complement to HCD’s culture of proof and transparency in research – it’s a perfect match!

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