New Division for Neuroscience-Based Flavor and Fragrance Market Research

FLEMINGTON, N.J., Jan. 14, 2014 /PRNewswire/ -- HCD Research announced the establishment of a Neuroscience-based Flavor and Fragrance market research division.  The objective of the organization is to help companies incorporate neuroscientific research tools, which when combined with traditional methods, provide a view of the immediate subconscious response to stimuli in addition to cognitive response.  

This new division, which will be directed by Dr. Michelle Niedziela, will leverage HCD Research's experience in applying psychophysiological research methods to usability, media and video game research.  Dr. Niedziela's background includes research at Mars, Inc. and Johnson & Johnson.  She received her 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.

Over the past 10 years, HCD Research has conducted biometric studies in a number of countries including the "big 5" in Europe, Korea, Japan, Australia, Brazil and Argentina. Both traditional/cognitive tools as well as psychophysiological methods have been employed as part of the research design.  The results are integrated and recommendations are made as a result of both the conscious and subconscious response to stimuli. 

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SOURCE HCD Research, Inc.