There are vendors who genuinely specialize in implicit, association-based research, but not all vendors who say they “do implicit” are doing the same thing, or even doing it themselves. In practice, many full-service research firms design the study and quietly outsource the implicit component to a specialized provider. That model can work very well, when everyone is transparent. The risk isn’t outsourcing. The risk is opacity.

Now in thinking about the upcoming list of conferences I think that rather than asking “What’s the best conference?”, I think the better question is:
“What kind of thinking do I want to be exposed to right now?”

When I left corporate life and started Nerdoscientist just over a year and a half ago, I didn’t have a perfect business model, a 10-step plan, or a clever tagline. What I did have was 20 years of experience doing this strange but wonderful job at the intersection of neuroscience, psychology, sensory science, and consumer research, and a strong desire to keep doing the parts that actually mattered.

For brands, product developers, and researchers, this phenomenon of memorability isn’t just a literary curiosity. It’s a measurable, actionable property of consumer experience that can determine loyalty, preference, and habit. Why do some flavors or scents linger in memory while others disappear? And more importantly: how can we study and design for memorability?

I was super excited for this meeting since it’s sorta in my backyard (I live in the Philly suburbs). But also because I got to be part of the organizing committee.

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.