At this year’s AChemS meeting, I gave a talk on AI in sensory research. One of the demonstrations I gave was intentionally provocative: I asked ChatGPT to simulate a consumer research study using MaxDiff and Implicit Association Testing (IAT) to explore the perception of "freshness" in home fragrance products.

Let me be clear: the goal was not to fake data but to stress-test a study design. By simulating how people might respond, I wanted to explore gaps, assumptions, and how well our methods differentiated between products. Consider it a pilot study by proxy.

I've been asked by at least five different people this week for book recommendations to learn neuroscience, especially from those working in marketing, UX, product development, and consumer research. And I totally get it, the brain IS fascinating. The idea of tapping into real reactions, getting “under the hood” of decision-making, “reading minds”, and predicting behavior is understandably appealing.

Whether you’re a researcher, brand builder, or just a curious human, it’s worth asking:
Where might apathy be shaping decisions—without us even realizing it?

As we study consumer behavior, let’s not overlook the quiet power of disengagement. Sometimes the biggest barrier to action isn’t dislike or resistance—it’s indifference.