RESOURCES White Papers AR Survey Tool Augmented Reality (AR) Surveys: A market research methodology which allows the participant to respond to digital survey questions on the screen while viewing the product through their device’s camera. DOWNLOAD Behavioral Coding Behavioral coding is a simple, noninvasive, observational research method used to quantify a participant’s actions within an environment or with a particular stimulus. DOWNLOAD Brand Harmony The concept of ensuring all components within a brand portfolio have a consistent name, visual identity and positioning among several geographic or product/service markets. In other words, is your product experience meeting the promise and expectation delivered by its sensory cues. DOWNLOAD Brand Tracking Brand Tracking: a strategy to systematically evaluate the performance of a brand or company by focusing on key metrics. DOWNLOAD Conjoint analysis Conjoint analysis is a quantitative marketing research method that uses consumer preferences to determine the value of features through trade-offs. DOWNLOAD Cross-Modal Association The tendency of consumers to perceive certain features or dimensions of one sensory input as a different sensory input. DOWNLOAD Electroencephalogram (EEG) The input that can be gathered from EEG has a lot of potential to give a direct and valid measure of global activity in the brain. DOWNLOAD Eye (Tracking) of the tiger Eye tracking is well-known as a method to determine an objective measure of visual attention. Modern eye tracking is not constrained to a lab, making it easily utilized in school, hospital, home, and business research settings. DOWNLOAD Facial Coding Facial Coding is a process used in research to collect and categorize emotional reactions via facial expressions. DOWNLOAD Habit Loops A tripart cyclical pattern consisting of cues, routines and rewards which strongly influences decision-making by minimizing the expenditure of cognitive effort. DOWNLOAD Implicit Association & Response Associations are a common part of life. Grouping people or concepts is how we train our brains to comprehend ideas or react to situations faster. Experiences are a large part of what shape our associations. DOWNLOAD Implicit Sensory Associations Implicit Sensory Associations and Sensory Marketing: The integration of tools from applied consumer neuroscience and sensory science to better approach understanding of the product experience. DOWNLOAD LOAD MORE Infographics

Conference Posters In partnership with Reckitt, this poster explores how insights from multiple data collection sources (implicit & explicit) is an effective way of creating a cohesive story with clear actionable insights regarding which attributes impact decision making (which to target & which to avoid). In addition, it discusses how implicit reaction time testing can be used as a technique to uncover strong associations to liking-independent variables for better differentiation. Connecting The Dots Between Implicit & Explicit Data Sources To Unlock Deeper Consumer Insight DOWNLOAD This poster highlights the combination of neuro-physiological (EEG and biometrics) and psychology tools (mood assessments) with a behavioral paradigm to better understand how sensory cues and perceptions can drive product efficacy in the wellness space. Feeling good: proving efficacy of fragrance (lavender, ylang ylang on well-being) DOWNLOAD This poster explores the complexities in measuring emotion, including difficulties ranging from misused tools to overreaching, unsupported claims and explores how conducting impactful emotion research requires planning, critical thinking, and consideration of context. Overcoming The Complexities Of Exploring Consumer Emotions & Avoiding “Junk Science”: The Importance Of Planning, Critical Thinking, And Context DOWNLOAD This poster explores how cannabis consumers (current users and non-users) knowledge, expectations and perceptions differ among formats and within the category, as well as the untapped potential and unmet needs. Perception Is Paramount: Leveraging Behavioral Science To Drive Innovation For The Cannabis Consumer DOWNLOAD This poster explores effectively using a behavioral approach to identify sensory-based drivers of consumer behavior to disrupt behavior with new innovations, creating actionable behavioral design. Putting the consumer first: a behavioral technical model for consumer decision-making and choice DOWNLOAD This poster reveals how a multi-dimensional approach and understanding of consumer perception and experience leads to deeper insights that inform how products are developed and positioned. Setting the mood: Using self-report and psychophysiological measures to explore emotions elicited by fragrances DOWNLOAD This poster breaks down two case studies that looked at consumer drivers when viewing cannabis products. Key takeaways reveal the need to better understand and address this growing market, through methods such as the consumer technical model. The cannabis consumer: Establishing a consumer technical model for consumer cannabis DOWNLOAD HCD's Michelle Niedziela joined the World Taste and Smell Day Association to help create a Perceived Value Study, which will uncover how much people value taste and smell. The survey will be discussed, in addition to other topics, on the World Taste and Smell Day on September 14, 2022. World Taste and Smell Day Association: Towards the public elevation of the chemical senses DOWNLOAD RESOURCES HOME ABOUT EDUCATION NEUROU OUR BLOG EVENTS CONTACT US More

Eye (Tracking) of the tiger Eye tracking is well-known as a method to determine an objective measure of visual attention. Modern eye tracking is not constrained to a lab, making it easily utilized in school, hospital, home, and business research settings. Download White Paper Last Name Email SUBMIT Complete the form below to access the white paper. Thanks for submitting! First Name Company Position I agree to be contacted by an HCD Employee after completing the Whitepaper form. For more information please check out our Website Privacy Policy Page. Press the button to download the white paper. DOWNLOAD

Max Diff Scaling Maximum Difference (aka MaxDiff) scaling is an efficient questioning method that elicits a forced preference, thus differentiating the items being tested. Download White Paper Last Name Email SUBMIT Complete the form below to access the white paper. Thanks for submitting! First Name Company Position I agree to be contacted by an HCD Employee after completing the Whitepaper form. For more information please check out our Website Privacy Policy Page. Press the button to download the white paper. DOWNLOAD

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Habit Loops A tripart cyclical pattern consisting of cues, routines and rewards which strongly influences decision-making by minimizing the expenditure of cognitive effort. Download White Paper Last Name Email SUBMIT Complete the form below to access the white paper. Thanks for submitting! First Name Company Position I agree to be contacted by an HCD Employee after completing the Whitepaper form. For more information please check out our Website Privacy Policy Page. Press the button to download the white paper. DOWNLOAD

Follow Us The HCD Team shares tons of informative content about our tools, methodologies, and overall experience in the market research industry every week. Follow along to engage in curious conversations, explorative blogging, & resourceful info on how to optimize your research initiatives. SPEAKERS Dr. Herbert L. Meiselman Dr. Herbert L. Meiselman is an internationally known expert in sensory and consumer research on food and other consumer products. He received his training in Psychology and Biology at the University of Chicago, University of Massachusetts, and Cornell University. He retired as Senior Research Scientist at Natick Laboratories where he was the highest-ranking Research Psychologist in the United States government. His accomplishments were recognized with a 2005 Award from the President of the United States. He has served in Editorial roles for Food Quality and Preference, Journal of Foodservice, and Appetite. His current interests include the effects of context/environment, emotion, wellness, psychographics, and meals and menus. Dr. Meiselman is the author of over 220 research papers and 8 books. He edited a large volume on Emotion Measurement in 2016 (2nd edition 2021), and on Context: The Effects of Environment on Product Design and Evaluation in 2019, and Meat and Meat Replacements in 2022. He also edited the multi-volume Handbook of Eating and Drinking (2020) which is now being revised as a 2nd edition. Dr. Meiselman has worked in a broad range of fields in sensory and consumer science: basic academic research, product development (food and clothing), institutional food service design and evaluation including hospitals and military, fine dining food service, health and wellness, culinary evaluation, and an historical approach to meals. He has served as President of the Research Committee of the Institut Paul Bocuse, Lyon, France, and also served on the Research Committee for the Culinary Institute of America, Hyde Park, New York, and the food service program at Orebro University, Sweden. He has served as Visiting Professor at Bournemouth University, UK; Reading University, UK; Orebro University, Sweden; and Charles Sturt University, Australia. Sensory and Consumer Research Expert Dan Alferov 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. Director of Empathy Analytics, Heartbeat AI Valentina Parma, Ph.D. 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. Assistant Director, Monell Chemical Senses Center Jonas Yde Junge, Ph.D. 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. Postdoctoral Fellow, Monell Chemical Senses Center Bartosz Smulski Bartosz is a highly skilled engineering graduate in Mechatronics with 6 years of experience in Artificial Intelligence. He has a track record of developing analytical solutions across a broad range of industries, including finance, pharmaceuticals, and healthcare. Bartosz has extensive experience in both proof-of-concept and production solutions, leveraging cloud infrastructures to deliver robust, scalable solutions. He specializes in the domains of Machine Learning and Forecasting, with a keen eye for identifying and solving complex problems. As the leader of the AI team at Aigora, Bartosz brings his leadership skills to guide and mentor his team toward delivering cutting-edge solutions. Head of Artificial Intelligence, Aigora Dr. Vanessa Rios de Souza Dr. Vanessa Rios de Souza holds a BSc in Food Engineering and a Ph.D. degree in Food Science and has over 10 years of experience in R&D, consumer, and sensory research across multiple food product categories and functions, with a strong background in food science and food processing. Her experience spans across industrial, academic, and research settings. She currently works as a Senior Computational Sensory Science Consultant at Aigora, where she provides expert guidance and support to empower sensory and consumer science teams to implement artificial intelligence. Senior Sensory Science Consultant, Aigora Tessa Moxley Meng Mechanical Engineering Tessa Moxley is a senior sensory and consumer researcher at Reckitt. Working as part of an innovative science platform to explore new and specialist methodologies to measure multi-sensory consumer benefits. With a large part of her work focussing around fragrance, she seeks out novel methods to draw out differences and understand the complex impacts smell can have on our body. Tessa trained as a mechanical engineer, with a masters in mechanical engineering from the University of Bath, UK. Her consumer research career began at Dyson, and she enjoys applying her engineering knowledge to human perception. She is a keen advocate of blending creativity with technical science and engineering – in her spare time you can find her either doing house DIY or playing the piano & painting. Senior Sensory and Consumer Research, Reckitt Stephen Lillford BEng, MA Stephen Lillford is Sensory & Consumer Innovation Manager with Reckitt. Working in a central Sensory Enrichment Science Platform supporting a broad range of Reckitt Hygiene & Health brands. His expertise is in consumer aided product development specialising in fragrance perception and impact on emotions. Originally trained in Mechanical Engineering and Design Strategy at Brunel University UK he also has experience in Kansei (emotion) Engineering from Japan. He is an enthusiast in all aspects of human centred design to understand and link product features with consumer emotions. He is a keen runner and doing his best to stay ahead of his 2 sons but his days are numbered! Sensory and Consumer Innovation Manager, Reckitt Pedro Almeida, PhD Pedro Almeida is CEO at Mediaprobe. He holds a PhD in psychology in the field of cognitive and affective neuroscience. He was resident researcher in the Neuro-psychophysiology and Psychology department from 2007-2012 and professor of biosocial criminology from 2012-2022 at the University of Porto. His research expertise includes cognitive electrophysiology of emotional processing, neurobiology of criminal behavior and psychopathy, and applied psychophysiology. Throughout his career, he has combined his academic profile with consultancy roles in market research which led to his founding of Mindprober in 2016 and now Mediaprobe 2023. Founder and CEO, Mediaprobe Rachel Horn ​ Rachel is the Director of Analytics at HCD Research. Leveraging her experience and expertise in psychology, statistics and analytics, Rachel leads the team in turning data into insights. This includes integrating cutting-edge research methods including applied neuroscience, psychological and behavioral science with traditional qualitative and quantitative techniques. She has a passion for storytelling and a knack for communicating complex data sets with clarity and ease. ​ Ms. Horn graduated from The College of New Jersey where she studied psychology and participated in multiple labs and research projects that helped hone her love for statistics, scientific inquiry, and research in general. These included TCNJ’s Memory & Aging Lab and its Testing and Assessment in Psychology Lab as well as her own Honors Thesis project on the effect of calorie labeling on menus. She is a life-long learner and looks forward to continuing to develop her skills as a researcher while also helping to mentor newer analysts along the way! Director of Analytics, HCD Research Sophia Stafford Sophia is the Associate Manager of Global Research at HCD Research. As a former analyst, Sophia has a refined skillset blending her background in data with communicating the complexities of conducting behavioral and neuroscientific research through proposal development and educational sessions. Sophia is a people person, her interest lies with talking, studying, and analyzing different behaviors to understand why we do what we do. Ms. Stafford graduated from the University of Rochester where she double majored in Brain and Cognitive Sciences and Psychology. While at UR, her research endeavors were clinical in nature as she participated in Dr. Harry Reis’ Romantic Relationship lab, Dr. Pigeon Wilfred’s Sleep & Neurophysiology lab, as well as completing an honors thesis project on the glymphatics systems role in chronic pain with Dr. Maiken Nedergaard’s Center for Translational Neuromedicine. Sophia looks forward to expanding her research experience in the realm of consumer neuroscience with each unique project she takes on! Associate Manager of Global Research, HCD Research Michelle Niedziela, PhD Michelle is a behavioral neuroscience expert in neuropsychology, psychology and consumer science. Experienced from academia (Monell Chemical Senses Center) and industry (Johnson & Johnson, Mars Chocolate) in R&D of innovation technologies and methodologies for consumer research. Michelle obtained a PhD and masters in neuroscience and biopsychology from Purdue University and a BS in psychology from Florida State University. Beginning as Scientific Director, Michelle led research design and handled all things science related. Currently as VP of Research and Innovation at HCD Research, Michelle focuses on finding and integrating new applied consumer neuroscience tools with traditional methods used to measure consumer response. Outside of the office, Michelle loves travelling and dancing. Her favorites places include Vietnam, Taiwan, Croatia, and Iceland. She also taught Argentine Tango while in graduate school. VP of Research & Innovation, HCD Research

EARLY ACCESS: KNOWLEDGE LIBRARY SCHEDULE EMERGING SCIENCE | 12:30-2:45 EST | JUNE 13 MEASURING EMOTION | 9:30-12:00 EST | JUNE 13 Intro to Neuro: What is consumer neuroscience and behavioral sciences research? Michelle Niedziela, PhD, HCD Research Pre-Record: Early Access This introductory session will review a wide range of psychological, neuroscientific, and behavioral tools and techniques within the applied consumer neuroscience toolbox to help evaluate if you are using the right tool for the right question. EARLY ACCESS IN REGISTRATION EMAIL Tools of the Trade: the Good, the Bad, and the Misused Sophia Stafford, HCD Research Pre-Record: Early Access Learn about the use (and abuse) of current methodologies in consumer research and how to stay on top of both foundational as well as novel theories and technologies. EARLY ACCESS IN REGISTRATION EMAIL Welcome & Intro Michelle Niedziela, PhD, HCD Research 9:30-9:45 AM Welcome to NeuroU 2023, we are excited to learn and explore with you! But first, a few housekeeping items. Measuring Emotion - Some basic issues before we begin Herb Meiselman, Expert 9:45-10:15 AM The field of emotion measurement has expanded greatly over the past 10-20 years with application to consumer product development and evaluation. This has resulted in multiple approaches, each with multiple methods for emotion measurement. In this presentation, I will focus on the basic concepts of emotions to assist in approaching emotion measurement in a valid way. First, we need to carefully consider what are emotions in order to limit our work to valid terms and concepts. There has been a tendency to ask product experts for their preferred emotions to study, or to ask consumers for what emotions are involved in product use. But both of these sources might yield words that are not clearly identified as emotions. One way to validate emotion terms is to compare them to established lists of emotions; this does not guarantee that the terms are indeed emotions, but it certainly reduces the risk. While examining emotion terms, the question often arises whether all emotions are valenced, that is, positive or negative. That is the common conception of emotion, eliminating neutral terms. Finally, what is the best method to measure emotions, and there are several categories of methods, and many specific choices within each category. Until recently there has been some agreement that questionnaire or interview methods asking people how they felt was the best approach, although most people agreed that this method had biases. Recently, there has been greater acceptance of combining self-reports (extrinsic methods) with some of the behavioral and physiological methods (intrinsic methods) to yield a better coverage of emotions. Measuring emotion to media through scalable electrodermal monitoring Pedro Ameida, MindProber Labs 10:15-10:45 AM In this presentation we will be addressing the fundamentals of measuring emotion through electrodermal activity. We will discuss some of the strengths of limitations of the technique. We will then go through some examples on the use of eletrodermal activity measurement in scale to assess the emotional impact of media. We will illustrate with some examples on the use of this technique for the purposes of measuring and optimising media content, and to valuate the impact of commercial integrations and advertising. The inside out of emotions measurement Dan Alferov, Heartbeat AI 10:45-11:15 AM Emotions are a critical part of human experience, they facilitate mutual understanding, compassion and are a core part of our decision-making. While we can conceptualize their importance, the measurement of emotions across modalities and contexts remains a difficult challenge across research. Together we will explore the quantification of emotions from unstructured text data, the strengths and weaknesses as well as some ethical considerations for emerging AI approaches. Starting with identifying and classifying emotional language, all the way to combining semantic context with emotional dynamics to represent human experiences. Most importantly addressing key metrics like coherence, which tries to quantify how well our models relate to real-world human interpretations of experience data. All the while remembering that unlike computers, we are not always the most rational in our interpretation of the world, let alone when emotions are high. And perhaps most critically, that experiences are not directly additive or static, in the words of Snickers “you're not you when you're hungry”. Emotions: Panel discussion Herb Meiselman, Dan Alferov and Pedro Ameida, Moderated by Michelle Niedziela, PhD, HCD Research 11:15-12 PM Join panelists Herb Meiselman an expert in consumer and sensory research, Pedro Ameida of MindProber Labs and Dan Alferov of Heartbeat AI as they answer your questions and speak with Michelle further about the challenges and realities of navigating emotion research and how to appropriately integrate emotion data into meaningful and actionable insights. Your phone or your sense of smell? Valentina Parma, PhD and Jonas Yde Junge, PhD, Monell Chemical Senses Center 12:30-1:00 PM Most people dread the idea of a life without sight or hearing but are not preoccupied by living life without a sense of smell. We asked 1100 participants in 22 countries to choose between giving up - a sense (Hearing, Smell, Taste, or Vision) or a range of commodities (Pet, Hair, Left Little Toe, Cell Phone, 3 months' worth of salary, Social Media, Dream Vacation, Online Streaming, or Online Shopping). Our findings revealed three distinct groups of participants. The majority of individuals in our study were unwilling to give up their senses for any of the commodities we proposed. Another group of participants was willing to give up a sense in exchange for a commodity, with their sense of smell being the most common choice to sacrifice for their pets. Finally, a group of participants were indifferent to what they gave up, as they were equally likely to give up a sense or commodity. Interestingly, these groups of individuals were not evenly distributed across the countries investigated. Countries such as Nigeria, Peru, and Italy had a majority of participants who were unwilling to give up their senses. In contrast, countries like the US, Brazil, and China had more participants who weighed each question carefully. Lastly, countries like Thailand, India, and Germany had a higher percentage of participants who were indifferent and equally likely to give up a sense or commodity. Overall, our study showed that people value their senses more than any of the commodities proposed. Despite the COVID-19 pandemic's extensive coverage of chemical senses, the value of smell and taste remains underappreciated globally. Connecting the dots between implicit and explicit data sources to unlock deeper consumer insight Tessa Moxley & Stephen Lillford, Reckitt, Rachel Horn, HCD Research 1:00-1:30 PM Making sense of consumer response to fragrance can be challenging due to the subjective and individualized nature of both smell perception and emotion response. Higher-order benefits (e.g., emotion) and other more abstract attributes can be difficult for consumers to explicitly record. Consumer implicit association testing (IAT) provides an easier way for consumer to express these perceptions to fragrances and provide additional differentiation where traditional self-report shows parity. However, integrating and resolving implicit and explicit responses into actionable results and recommendations can be complex and challenging. In the current study, we explored how implicit response can help identify drivers of explicit liking using regression analyses (e.g., the role of authenticity in driving hedonics) and how the different perceptual attributes interact with one another. This multi-method approach to fragrance evaluation can target features that highlight or hinder brand harmony and ‘fit to concept’ in fragrance development. From Data to Insights: Predictive Modelling for Sensory and Consumer Science Research Vanessa Rios de Souza, PhD & Bartosz Smulski, Aigora 1:30-2:00 PM In this talk, we dive into the transformative role of machine learning (ML) in predictive modelling, specifically its applications in extracting actionable insights from historical data within the context of sensory and consumer science research. We aim to underscore the significant advantages ML-based predictive modelling brings to research and product development, such as accelerated time-to-market, enhanced decision-making, and the potential for more personalized consumer experiences. We will navigate through the challenges posed by predictive modelling, including data quality and availability, potential biases, and the risk of overfitting. Through practical use case scenarios, we will illustrate how these models can be adeptly applied to drive business value and enhance the R&D process. Emerging Science: Panel Discussion Valentina Parma, PhD and Jonas Yde Junge, PhD, Tessa Moxley, Rachel Horn,Vanessa Rios de Souza, PhD & Bartosz Smulski, Moderated by Michelle Niedziela, PhD, HCD Research 2:00-2:45 PM Join panelists Valentina Parma, PhD and Jonas Yde Junge, PhD of Monell Chemical Senses Center, Tessa Moxley of Reckitt, Rachel Horn of HCD Research and Vanessa Rios de Souza, PhD and Bartosz Smulski of Aigora as they answer your questions and speak with Michelle further about the future of research and applications of emerging sciences.

THE ARF: AUDIENCExSCIENCE 2023 April 25, 2023 | New York City, NY | ARF’s annual flagship conference, AUDIENCExSCIENCE, will bring to light the most critical audience measurement issues. NEUROU 2023 June 13, 2023 | Virtual | Join us in the virtual conversation and symposium. Register via the NeuroU tab on the HCD website or by clicking this box. PANGBORN 2023 August 20-24 | Nantes, France | The theme for the 15th Symposium ‘Meeting New Challenges in a Changing World’ will acknowledge the impact of today’s fast-moving technology on current and future sensory science research. EVENTS The HCD Research® Team attends and hosts many different events. Check out the list below for upcoming events! NeuroU Neuro University is an annual symposium created to educate market research professionals on the science, tools, and techniques behind applied neuroscience methodologies hosted by The HCD Research® Company. Be sure to check back for updates.

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PSYCHOLOGICAL More About Our Tools Through our use of psychological and behavioral assessments (such as behavioral coding, mood and personality testing, implicit measures, etc.) we can better understand the holistic consumer experience than with traditional qualitative and quantitative work alone. Our tools are simple, reliable, and validated. We seamlessly integrate our measures into surveys and other research designs. All our methods can be done online or in-person. Mood & Personality Assessments Implicit Associations & Perception Measures Cognitive Performance & Assessment Behavioral Coding Our approach uncovers psychological drivers for brand associations, consumer preferences, attitude formation, decision making, and ultimately, helps better predict consumer behavior. Our results lead to actionable business decisions, leveraged to develop successful marketing and product campaigns, and tailored to the needs of the consumer. RESOURCES For more information on our work check out our RESOURCES Page for whitepapers, infographics, and downloadables!