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

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 13-15, 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!

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...

Show Notes:

• [00:06] In today's episode I'm excited to introduce you to Dr. Michelle Niedziela, VP of research and innovation at HCD Research.
• [03:13] Michelle shares about herself, her background, and how she got into behavioral science.
• [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.
• [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.
• [08:16] Then she ended up taking a job as a Senior Scientist at Johnson & Johnson leading their behavioral science and innovation program for taste and smell.
• [08:54] People don't really realize how important the senses are in product design and development.
• [10:29] Product and brand is so much more than advertising and logos. It really is the product experience as well. You can lead people with sensory clues.
• [13:18] In order to ensure consumer satisfaction and success of the product experience you really have to make sure all the senses align. Does it fit the brand?
• [15:24] Michelle shares how fragrances can have an effect on the product experience.
• [16:24] Sensory branding is a very interesting world.
• [17:40] Brand harmony can bring it all together to make sure it is creating an overall perception.
• [20:03] They have a lot of different questions that come to them. They are the problem solvers that come in to help their clients.
• [22:02] It is about finding the right combination of tools to uncover and meet the consumer needs.
• [24:18] Michelle and her team also look at packaging and people's perception of packaging. The words, color, and texture all drive perceptions and build a picture.
• [26:24] In marketing and brand strategy we feel like we need to do more and be everywhere, but then you're nothing to nobody.
• [28:27] You don't want to alienate your consumer.
• [29:34] Michelle shares about creating your sensory footprint.
• [30:18] The larger the sensory footprint the stronger you are to grab that nostalgia. Sensory is a form of communication.
• [32:44] There is a lot of interesting research out there with sensory and food science. The size, color, and weight of the plate can influence your enjoyment of it, how you rate it, and how much you eat overall.
• [34:48] As long as your brand is strong enough in their understanding of what your ultimate goal is, you can increase the goal and perception, but it does require a lot of research.
• [36:17] NeuroU is a FREE online event this year where they bring in experts to talk and educate about current topics. Come join us!
• [38:19] Melina is going to be a speaker at NeuroU this year - hooray!
• [40:51] Melina shares her closing thoughts.
• [43:18] Melina's award-winning first book, What Your Customer Wants and Can't Tell You is available on Amazon, Bookshop, Barnes & Noble, Book Depository, and Booktopia.

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Get the Books Mentioned on (or related to) this Episode:

• You're Invited: The Art and Science of Cultivating Influence by Jon Levy
• Blindsight: The (Mostly) Hidden Ways Marketing Reshapes Our Brains by Matt Johnson

Connect with Michelle:

• NeuroU
• HCD on Twitter
• HCD Blog
• HCD on YouTube

Past Episodes & Other Important Links:

• The Annual Market Research Podcast Award - VOTE for The Brainy Business now!
• Episode 24: Vision Does Not Happen In The Eyes, But In The Brain – On The Sense of Sight: A Behavioral Economics Foundations Episode
• Episode 25: Why Burnt Popcorn Has Derailed So Many Meetings – On The Sense Of Smell: A Behavioral Economics Foundations Episode
• Episode 26: Why You Actually Taste With Your Nose – On The Sense Of Taste: A Behavioral Economics Foundations Episode
• Episode 27: Did You Hear That? – On The Sense of Hearing: A Behavioral Economics Foundations Episode
• Episode 28: Why Picking Something Up Makes People More Likely To Buy – On The Sense Of Touch: A Behavioral Economics Foundations Episode
• Episode 18: Priming: Why You Should Never Have A Difficult Conversation With Someone Holding An Iced Coffee: A Behavioral Economics Foundations Episode
• Episode 123: Get Your D.O.S.E. of Brain Chemicals, a Behavioral Economics Foundations Episode
• Episode 91: Coronavirus and How the Human Brain Responds to Pandemics
• Episode 149: Familiarity Bias: Why the Devil You Know Feels Safer Than the Devil You Don't, a Behavioral Economics Foundations Episode
• Episode 79: Why Our Brains Love Nostalgia & Traditions (And How To Incorporate Them Into Your Business Strategy)
• Episode 9: Loss Aversion: Why Getting New Stuff Is Not The Same: A Behavioral Economics Foundations Episode
• Episode 61: Color Theory: When It Comes To Color, This 1 Thing Matters More Than Anything Else
• Episode 126: The Most Important Step in Applying Behavioral Economics: Understanding the Problem
• Episode 150: Using Behavioral Science to Build Connections, an interview with Jon Levy, author of You're Invited
• Episode 160: Neuroscience and Psychology in the Business World, An Interview with Matt Johnson

Check out What Your Customer Wants and Can't Tell You on Amazon, Bookshop, Barnes & Noble, Book Depository, and Booktopia