168. Using the Senses to Increase Sales, with Michelle Niedziela of HCD Research

<p><span style="font-weight: 400;">Today I am excited to introduce you to Dr. Michelle Niedziela, VP of Research and Innovation at HCD Research. She is also an editorial board member of the Neuromarketing Science and Business Association (or NMSBA) and part of the brains behind the upcoming NeuroU Conference which is taking place virtually this year, September 14-16, 2021 (and I am sure will happen in future years as well in case you are listening to this later). Michelle will talk about it in the conversation as well, but I am very excited to say that I am going to be a speaker at the conference this year, so it is definitely the time to register and come join us!</span></p> <p><span style="font-weight: 400;">In today’s episode, Michelle shares her expertise in the senses – particularly smell and taste – and how important they are for brands. Ever thought about what moisture smells like? Or what scent will make people prefer one towel over the other? Listen to learn this and more in today’s episode...</span></p> <h3><span style="font-weight: 400;">Show Notes:</span></h3> <ul> <li><span style="font-weight: 400;">[00:06] In today’s episode I’m excited to introduce you to Dr. Michelle Niedziela, VP of research and innovation at HCD Research.</span></li> <li><span style="font-weight: 400;">[03:13] Michelle shares about herself, her background, and how she got into behavioral science.</span></li> <li><span style="font-weight: 400;">[05:08] The majority of her education background is more around taste and smell. Most people don’t think about taste and smell too much or realize how important it is in their lives. </span></li> <li><span style="font-weight: 400;">[06:37] She has worked in academia with rodents looking at genetics. She built her career for over ten years studying rat and mouse models of feeding behavior and genetic influences until she developed an allergy to rats and mice. </span></li> <li><span style="font-weight: 400;">[08:16] Then she ended up taking a job as a Senior Scientist at Johnson & Johnson le