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?