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HCD Research (Flemington, New Jersey) is launching a flavor and fragrance market research division employing neuroscience tools to determine "immediate subconscious response to stimuli in addition to cognitive response."
The company adds that the division will "leverage HCD Research's experience in applying psychophysiological research methods to usability, media and video game research."
HCD Research has conducted biometric studies in Europe, Asia and Latin America using psychophysiological and more traditional methods.
This new division, which will be led by scientific director Michelle Niedziela, who previously held positions with Mars and Johnson & Johnson, and holds a Master's and PhD in behavioral neuroscience and neurogenetics from Purdue University. She was also a post doctoral fellow at Monell Chemical Senses Center where she focused on food ingredients and behavior.