Sensory Science •

Behavioral Science •

Neuroscience •

Consumer Science •

Statistics •

Research Design •

Innovation •

Research and Development •

Cross-Functional Team Leadership •

Project Management •

Sensory Science • Behavioral Science • Neuroscience • Consumer Science • Statistics • Research Design • Innovation • Research and Development • Cross-Functional Team Leadership • Project Management •

Professional Experience

Nerdoscientist LLC, Chalfont, PA 2024 - Current

Owner/Founder

  • Behavioral neuroscientist and consultant working in the consumer and market research space, integrating applied consumer neuroscience tools with behavioral science and traditional methods used to measure consumer response. 

  • Provide educational sessions and information with subject matter expertise.

  • Organize and implement  innovation and strategic foresight workshops for program development and insights.

HCD Research, Flemington, NJ 2017 – 2024

VP of Innovation & Research

  • Drive technical and collaborative innovation integrating consumer research, market research and consumer neuroscience.

  • Business development with key advisors, clients and collaborators.

HCD Research, Flemington, NJ 2014 – 2017

Scientific Director, Applied Consumer Neuroscience

  • Director of Division for Neuroscience, Flavor and Fragrance market research division

    • Chief Methodologist integrating psychophysiology, eye tracking and online quant research measures to obtain insights into consumers’ reactions

    • Providing clients with clear insights and actionable results for all phases of product development cycle.

Mars, Inc., Hackettstown, NJ 2013 – 2014

Global Program Manger, Sensory & Consumer Insights

  • Global Cocoa & Peanut Science & Technology, Sensory Lead

    • Managing & leading global sensory teams and projects. Established global science programs in emerging markets. Resolving global raw material supply interruptions and incidents.

    • Global raw material approval from agropractice to application: analysis and interpretation of descriptive and conformance (quality) consumer data.

Johnson & Johnson, Skillman, NJ 2011 – 2012

Senior Scientist

  • New technologies and methodologies (from neuroscience and psychology) development in sensory and behavioral sciences for consumer products, technical lead for flavor and fragrance innovation programs for open innovation development delivering sensory technologies with compelling clinical outcomes to product development. Successfully managed and developed project milestones and action standards for both internal and external programs. 

    • Identified and developed new opportunities from academic research in neuroscience and psychology for new product opportunities and franchises. Spearheaded new technologies and methodologies for consumer science, behavioral/emotional measurement of consumer behavior resulting in major cost reductions and new business.

    • Clinical protocol developmental and experimental design using GCP and FDA regulations.

  • Acting as liaison to external scientific organizations (Society for Neuroscience, Association of Chemosensory Sciences, Association for Psychological Science) and academic research centers (Monell Chemical Senses Center, Rutgers University) by attending scientific meetings.


Monell Chemical Senses Center, Philadelphia, PA 2008-2011

Postdoctoral Research Fellow

  • Nutraceutical research: obesity, food intake, genetics, animal and human behavior.

  • Secured industry grant for nutraceutical research with a large food manufacturer for $100,000/2yrs. 

  • Scientific publications in peer reviewed academic journals, presentations at international conferences and in local media (Philadelphia – KYW NewsRadio).

  • Small animal surgery, experimental design, human sensory measurement, animal behavior analysis, immunohistochemistry.

  • Lab management: Coordinating research activities and leading research teams (3-6 reports), teaching neuroscience methodologies (immunohistochemistry, microscopy, small animal surgery), mentoring undergraduate student research. 

Chair, Postdoctoral Scientists Committee

  • Liaison between faculty and postdoctoral fellows. Organized seminars, colloquiums, workshops.

  • Member of University of Pennsylvania’s Biomedical Postdoctoral Committee.


Purdue University, West Lafayette, IN 2001-2008

Graduate Instructor - Independently taught undergraduate courses: Introduction to Psychobiology, Introduction to Psychology, Research Methods.

Graduate Research Assistant - Research on the effects of neurotrophins on the development of vagus nerve in murine gastrointestinal tract with scientific publications and presentations. Lab management: Coordinating research activities, teaching neuroscience methodologies (immunohistochemistry, microscopy, small animal surgery), mentoring undergraduate student research.

Board Experience

  • Executive Board Member (current) - Bescy (formerly Action Design Network, ADN)

  • Executive Board Member, Scientific Chair (current) – Society for Sensory Professionals, SSP

  • Editorial Board Member (current) – NeuroMarketing Small Business Association, NMBSA

  • Editorial Board Member (current) - TKS Publishing

Publications

Book Chapters:

Niedziela, M., & Ambroze, K. (2022). Applied Consumer Neuroscience and Behavioral Approaches for Innovation, Product Development, and Communications. Product Innovation Toolbox: A Field Guide to Consumer Understanding and Research, 271-304.


Ambroze, K., & Niedziela, M. M. (2023). Leveraging neuro-behavioural tools to enhance sensory research. In Digital Sensory Science (pp. 135-156). Woodhead Publishing.


Niedziela, M. M., & Ambroze, K. (2021). Neuroscience tools: using the right tool for the right question.  In Emotion Measurement (pp. 559-592). Woodhead Publishing. 


Spinelli, S., & Niedziela, M. (2016). Emotion measurements and application to product and packaging development. In Integrating the Packaging and Product Experience in Food and Beverages (pp.  77-119). Woodhead Publishing.  


Journal Publications:

Parma, V., Bajec, M., Herz, R., Junge, J. Y., & Niedziela, M. (2023). Psychosocial value of smell and taste.


Niedziela, M. M., Ambroze, K., Bajec, M., & Gutkowski, A. (2022). What the health? Sensory cues in wellness products–perceptions to reality. Science Talks, 2.


Niedziela, M. M., & Ambroze, K. (2020). The future of consumer neuroscience in food research. Food Quality and Preference, 104124.  


Raviot-Derrien, S., Beague, M.P., Henneberg, S., McEwan J. A., Niedziela, M. M., & Ambroze, K., (2020). Effect of context on fine fragrance elicited emotions: impact of advertisement on fragrance experience. Food Quality and Preference, Submitted for publication.   


Niedziela, M. M., PhD, & Ambroze, K. (2020). Myths and Misunderstandings in Consumer Neuroscience. Journal of Clinical Research and Bioethics, Submitted for publication. 


Niedziela, M. M., (2020). Beyond Hedonics: Emotions, Neuroscience and Sensory Marketing in Product Design. Journal of Sensory Studies, Submitted for publication.   


Niedziela, M. M., Jordan, A., & Stone, H. (2016). Tasteful Packaging: How health and ethical messaging can affect the consumer experience. AGRO FOOD INDUSTRY HI-TECH, 27(3), 34-37. 


Murphy (Niedziela), M.M., Tordoff, M., Aleman, T. (2021). No effects of monosodium glutamate consumption on the body weight or composition of adult rats and mice. Physiology and Behavior, 107(3), 338-345.


Murphy (Niedziela), M.N., Fox, E.A. (2010). Mice deficient in brain-derived neurotrophic factor have altered development of gastric vagal sensory innervation. Journal of Comparative Neurology, 518(15), 2934-2951.


Murphy (Niedziela), M.N., Fox, E.A. (2007). Factors regulating vagal sensory development: potential role in obesities of developmental origin. Physiology and Behavior, 94(1), 90-104.


Murphy (Niedziela), M.N., Fox, E.A. (2007). Anterograde tracing method using DiI to label vagal innervation of the embryonic and early postnatal mouse gastrointestinal tract. Journal of Neuroscience Methods, 163(2), 213-225.



Acknowledgements:

Gardner, W. L., Rotella, K. N., & Nikolovski, J. (2020). Implicit Maternal Intuition Confidence Is Associated With Maternal Well-Being Across Cultures. Frontiers in Psychology, 11, 289. doi:  https://doi.org/10.3389/fpsyg.2020.00289. 

 

Magazine Publications:

Navigating the sensory gap in metaverse personal care. (2024). HPC Today, 19(1): https://tks-hpc.h5mag.com/hpc_today_1_2024/column_consumer_perspective_-_navigating_the_sensory_gap_in_metaverse_personal_care 


A texture revolution – Sensory secrets and consumer delight. (2023). HPC Today, 18(6): https://www.teknoscienze.com/tks_article/a-texture-revolution-sensory-secrets-and-consumer-delight/


Is this for me? The case for inclusive design in hair care. (2022). HPC Today, 18(2): https://www.teknoscienze.com/tks_article/is-this-for-me-the-case-for-inclusive-design-in-hair-care/


Design debunking – color alone won’t move the needle. (2022). HPC Today, 17(6): https://www.teknoscienze.com/tks_article/design-debunking-color-alone-wont-move-the-needle/ 


The power of consumer perception in home care – Context is key. (2022). HPC Today, 17(1): https://www.teknoscienze.com/tks_article/the-power-of-consumer-perception-in-home-care-context-is-key/


Time to air out the dirty laundry: The power of fragrance in homecare. (2021). HPC Today, 16(5): https://www.teknoscienze.com/tks_article/time-to-air-out-the-dirty-laundry-the-power-of-fragrance-in-homecare/ 


Rethinking children’s food. (2021) M Niedziela. Nutra Horizons, 1: Retrieved from https://digital.teknoscienze.com/nutra_horizons_1_2021_ww/column_consumer_perspective  


Wellness cosmetics – More than just a pretty face. (2021) K Ambroze, M Niedziela. Beauty Horizons, 1:  Retrieved from  https://digital.teknoscienze.com/beauty_horizons_1_2021_ww/column_consumer_perspective_2. 


Yes, and... more than just powder. (2021) M Niedziela, K Ambroze. Household and Personal Care TODAY, Vol. 16 (2): 18-19. 


The Brand-Consumer Connection: Finding Loyalty in the Loops. (2021) K Ambroze, M Niedziela.  Insights, 34: 20-22.  


Hand Sanitizer and Consumer Psychology. (2021) M Niedziela. Household and Personal Care TODAY, Vol. 16 (1): 28-29. 

 

The New Consumer Norm Adapting to the Post-Covid Lifestyle. (2020) M Niedziela. Household and Personal Care TODAY, Vol. 15 (6): 28-29.  


Fear of preservatives? (2020) M Niedziela. Household and Personal Care TODAY, Vol. 15 (5): 30-31. 


Do you see what I see? Making the Most of Eye Tracking in Retail. (2020) M Niedziela, K Ambroze.  INsights, 32: 20-21.  


Sunny outlook – Sustainable sun care products. (2020) M Niedziela. Household and Personal Care TODAY, Vol. 15 (3): 6-7. 


Product testing with consumers in mind. (2020) M Niedziela. Household and Personal Care TODAY, Vol. 15 (2): 20-21. 


The “ap-peel” of sheet facial mask skin care. (2019) M Niedziela. Household and Personal Care TODAY, Vol. 14 (6): 24-25. 


A case for the importance of fragrance in products. (2019) M Niedziela. Household and Personal Care TODAY, Vol. 14 (5): 36-38. 


The appeal of “Free-From”. (2019) M Niedziela. Household and Personal Care TODAY, Vol. 14 (4): 20- 21. 


Behaviorally driven design – Reimagining packaging with behavioral science. (2019) M Niedziela. Household and Personal Care TODAY, Vol. 14 (3): 20-21. 


Designing (Neuro) cosmetics for healthy mind, healthy body. (2019) M Niedziela. Household and Personal Care TODAY, Vol. 14 (2): 21-22. 


Ingredient changes. (2019) M Niedziela. Household and Personal Care TODAY, Vol. 14 (1): 42-43. 

Making products for millennials. (2018) M Niedziela. Household and Personal Care TODAY, Vol. 13 (6): 46-47. 


Sunscreen habits and product innovation- Perception: a key factor in sunscreen habits. (2018) M Niedziela. Household and Personal Care TODAY, Vol. 13 (5): 22-24. 


Sustainable Packaging. (2018) M Niedziela. Household and Personal Care TODAY, Vol. 13 (4): 26-27. 


Trust me- The promise of neuromarketing and artificial intelligence. (2018) M Niedziela. Household and Personal Care TODAY, Vol. 13 (3): 26-27.  


When food meets cosmetics. (2018) M Niedziela. Household and Personal Care TODAY, Vol. 13 (2): 30- 32. 


Shopping Habits: Saving Retail through Perception. (2018) M Niedziela, D Gallagher. Household and Personal Care TODAY, Vol. 13 (1): 40-41. 


Studying the subconscious: Applying biometrics to consumer product research. (2017) D Blatt, M Niedziela. Quirks, 34: 46-49. 


Sense and the Subconscious. (2017) D Blatt, M Niedziela. Perfumer & Flavorist Magazine, Vol. 31 (6):  37-40.  


Going beyond hedonics: Applied consumer neuroscience and sensory marketing. (2016). M Niedziela. Household and Personal Care TODAY, Vol. 11 (3): 51-53. 


Excuse me, there’s a neuroscientist in my food! (2016) M Niedziela. INsights, 18: 10-11. 


Applied Neuroscience to Understand Cosmetic Consumers. (2015) M Niedziela, E Carbone, W Thau. Cosmetics & Toiletries, Vol. 130 (7): 50-58.  


Podcast Appearances:

Jagoda, K. (Producer). (2020, October 29). Second NeuroPolitical Study of the Presidential Debates 2020 with Glenn Kessler and Michelle Niedziela HCD Research [Audio podcast]. https://digitalpoliticsradio.com/second-neuropolitical-study-of-the-presidential-debates-2020-with-glenn-kessler-and-michelle-niedziela-hcd-research. 


Jagoda, K. (Producer). (2020, October 6). NeuroPolitical Study of the Presidential Debates 2020 with Glenn Kessler and Michelle Niedziela HCD Research [Audio podcast]. https://digitalpoliticsradio.com/neuropolitical-study-of-the-presidential-debates-2020-with-glenn-kessler-and-michelle-niedziela-hcd-research.  


Simon, Z. (Producer). (2019, October 17). Michelle Niedziela - Where Neuroscience Meets Behavior [Audio podcast]. http://www.action-design.org/blog/2020/6/16/podcast-26-michelle-niedziela-where-neuroscience-meets-behavior. 


Ennis, J. (Producer). (2019, October 17). Michelle Niedziela - Powering Consumer Research with New Data Sources [Audio podcast]. https://www.aigora.ai/post/aigoracast-episode-3-michelle-niedziela.  


Jagoda, K. (Producer). (2017, November 27). Measuring Impact of Negative Political Ads with HCD Neuroscience [Audio podcast]. https://digitalpoliticsradio.com/measuring-impact-of-negative-political-ads-with-hcd-neuroscience. 


Jagoda, K. (Producer). (2017, November 26). Dissecting Pharmaceutical Ads with Michelle Niedziela HCD Research [Audio podcast]. https://empoweredpatientradio.com/dissecting-pharmaceutical-ads-with-michelle-niedziela-hcd-research.  


*In addition to appearing on the podcasts listed above, hosting a weekly series, HCD Mindset Vidcast, exploring topics in applied consumer neuroscience and market research. 


Abstracts/Scientific Presentations:

Niedziela, M., Feuer, S., Yang, M., Trachtman, J., & Parma, V. (2022, January). World taste and smell day association: towards the public elevation of the chemical senses. In CHEMICAL SENSES (Vol. 47). GREAT CLARENDON ST, OXFORD OX2 6DP, ENGLAND: OXFORD UNIV PRESS.


Niedziela, M. (2020, December). Smart Research with Smart Speakers: Keeping Context in Consumer Research. In 2020 Converge Forum. Converge.   


Niedziela, M., & Gutkowski, A. (2020, September). Brand Harmony: leveraging sensory to ensure the product meets the promise. In 2020 Society for Sensory Professionals Annual Conference. SSP.   


Niedziela, M., & Gutkowski, A. (2020, September). Disruptive innovation: Securing sensory a ‘seat at the table. In 2020 Society for Sensory Professionals Annual Conference. SSP.   


Niedziela, M., & Gutkowski, A. (2020, September). Effect of context on perfume elicited emotions: Understanding the product journey through mood mapping. In 2020 Society for Sensory Professionals Annual Conference. SSP.   


Niedziela, M. (2020, December). Disruptive innovation: Securing sensory a ‘seat at the table'. In 2020 EuroSense Conference. EuroSense.   


Niedziela, M. (2020, December). Using behavioral science (& other innovations) to improve consumer research. In 2020 EuroSense Conference. EuroSense.   


Niedziela, M. (2020, December). MaxImplicit: A powerful & innovative combination. In 2020 EuroSense Conference. EuroSense.   


Niedziela, M. (2020, December). Effect of context on perfume elicited emotions. In 2020 EuroSense Conference. EuroSense.   


Niedziela, M. (2020, December). Brand Harmony: leveraging sensory to ensure the product meets the promise. In 2020 EuroSense Conference. EuroSense.   


Niedziela, M. (2019, November). The latest approaches and metholodies to ensure brand harmony. In 2019 Shopper Brain Conference. Shopper Brain Conference.  


Niedziela, M., & Gutkowski, A. (2018, September). Making claims that stick: improving claims using consumer neuroscience. In 2018 Society for Sensory Professionals Annual Conference. SSP.   


Niedziela, M. (2018, September). The case for giving consumers a nudge: behavioral economics in consumer science. In 2018 Society for Sensory Professionals Annual Conference. SSP.  


Niedziela, M., & Clark, M. (2018, September). Accounting for Taste: Sensory Cohesion and Product Perception. In 2018 Society for Sensory Professionals Annual Conference. SSP.  


M Niedziela. (2018). Consumer Neuroscience: Using the right tool for the right question. In 2018 Quirks NYC. Quirks.  


M Niedziela. (2018). Consumer Neuroscience: Using the right tool for the right question. In 2018 IIEX Health. IIEX.  


M Niedziela. (2018). Consumer Neuroscience: Using the right tool for the right question. In 2018 IIEX EU. IIEX.  


M Niedziela. (2017). Consumer Neuroscience: Using the right tool for the right question. In Pangborn Sensory Science Symposium. Pangborn.   


SEBA (2017). Research Panel: Neuromarketing. M Niedziela, S Genco, M Smith, T Anderson.  


M Niedziela. (2016). Sensory Marketing: Innovating & Communicating in 5D. In Market Research Association Conference. MRA.  


M Niedziela, A Jordan, H Stone. (2016). Tasteful packaging: How health and ethical messaging can affect the consumer experience. In Society for Sensory Professionals Annual Conference. SSP.   


M Niedziela. (2016). Beyond Hedonics: Emotions, Neuroscience and Sensory Marketing in Product Design. In Society for Sensory Professionals Annual Conference. SSP.   


M Niedziela. (2016). Sensory Marketing: Innovating & Communicating in 5D. In Society for Sensory Professionals Annual Conference. SSP.   


M Niedziela, M Rozazza, B Thau. (2016). Flow: The application of psychophysiology to understand user experience in video games. In Society for Neuroscience. SfN.  


M Niedziela, M Rozazza, B Thau. (2015). Tasteful packaging: How health and ethical messaging can affect the consumer experience. In Society for Neuroscience. SfN.  


M Niedziela, A Jordan, H Stone. (2015). Tasteful packaging: How health and ethical messaging can affect the consumer experience. In Society for Sensory Professionals Annual Conference. SSP. 


M Niedziela, W Thau, M Rozazza. (2015). Differentiation: Methodology for testing liking and intensity. In Pangborn Sensory Science Symposium. Pangborn.   


M Niedziela, W Thau, P Bolls. (2014). Beyond Hedonics: New Methodology for Testing Liking & Intensity. In Sensory & Cosmetics Conference. SCC.  


M Niedziela, E Carbone, P Bolls. (2014). Effects of focusing on negative and positive attributes of self-image on self-esteem and psycho-physiology. In Society for Neuroscience. SfN.  


M Niedziela, W Thau, P Bolls. (2014). Differentiation: Methodology for Testing Liking & Intensity. In Society for Sensory Professionals Annual Conference. SSP. 


M Niedziela. (2014). Using The Right Tool For The Right Question: A Method-Agnostic Approach To Holistic Communications With Consumers. In Non-Conscious Impact Marketing Forum. NIMF.  


Understanding the Customer’s Sensory Experience (2014). Corporate Panel. M Niedziela, W Diamond, C Fabrigas, A Kindfuller. 

*In addition to participating in the above conferences, HCD hosts an annual symposium, Neuro University, to educate market research professionals on the science, tools, and techniques behind applied neuroscience methodologies. 


Media Coverage:

NBC 10 Philadelphia. (2021, April 30). Researchers Track Emotions of Local Republicans and Democrats Who Watched Biden's Joint Address to Congress. NBC10 Philadelphia. https://www.nbcphiladelphia.com/news/politics/researchers-track-emotions-of-local-republicans-and-democrats-who-watched-bidens-joint-address-to-congress/2797306/?fbclid=IwAR0_V2ub5rbnSaXQRlfmcaD8CR_Bk7VvA__9JTs_yV44-mlE9BUqEIgSzbk. 


NBC 10 Philadelphia. (2020, November 4). Neuroscientists Study Emotional Reactions of Voters in Pennsylvania. NBC10 Philadelphia. https://www.nbcphiladelphia.com/news/politics/decision-2020/neuroscientists-study-emotional-reactions-of-voters/2583444/.  


Teknoscienze. (2020, April 9). Michelle Niedziela - What are neurocosmetics? YouTube. YouTube. https://www.youtube.com/watch?v=y8eE1FyF5LM.  


Bialik, C. (2017, January 21). How Unconscious Sexism Could Help Explain Trump's Win. FiveThirtyEight. https://fivethirtyeight.com/features/how-unconscious-sexism-could-help-explain-trumps-win/. 


Einhart, N. (2016, October 27). Hillary Clinton Was Right: Implicit Bias Is a Problem For Everyone. POPSUGAR News. https://www.popsugar.com/news/Implicit-Bias-Among-Voters-2016-Election-42623078.

Education & Patents

Doctor of Philosophy, PhD, Behavioral Neuroscience (2008)

Psychological Sciences, Purdue University, West Lafayette, IN

Master of Science, MS, Psychobiology (2006)

Psychological Sciences, Purdue University, West Lafayette, IN

Bachelor of Science, BS, Psychology (2000)

Florida State University, Tallahassee, FL

  • SYSTEM FOR AUTOMATING ANIMAL TESTING PROTOCOLS. United States Patent 20120180731 Issued June 8, 2009 Inventors: Michelle Murphy (Niedziela), Joseph Garner, Edward Fox


  • SYSTEMS AND METHODS FOR ASSESSING THE MARKETABILITY OF A PRODUCT. United States Patent 20170083927A1 Issued October 1, 2019 Inventors: Michelle Murphy Niedziela, Matthew Reid Rosazza