Can thousands of everyday consumer reviews reveal the behavioral mechanisms behind real-world food choices?

Using Behavioral Topic Mapping, we analyzed Amazon chip reviews to move beyond preference and uncover how sensory experiences, habits, emotions, and context shape snack consumption.

Behavioral mechanisms are explanations.

Once you begin looking for those mechanisms, something interesting happens. You stop asking what consumers said and start asking what generated those experiences in the first place.

That's where innovation becomes much more interesting.

Because once you understand the mechanism, you aren't limited to solving today's problem. You can begin anticipating tomorrow's.