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?