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Consumer & Behavioral Science Consulting

Resume

Michelle Murphy Niedziela, PhD

Consumer Behavioral Neuroscientist ~ Research Innovation ~ Speaker/Author/Advisor

An experienced scientist who has demonstrated the ability to act as technical lead of behavioral and consumer science research platforms. Instrumental in establishing strong scientific rationale to research programs for research and development of consumer products. Demonstrated blend of intellect and scientific knowledge with strong communication skills to effectively drive results in a complex matrix organization and an open innovation operating model that relies significantly on fostering strong external partnering relationships.

Neuroscience • Psychology • Sensory Science • Behavioral Science • Consumer Science • Statistics • Research Design • Innovation • Research & Development • Clinical Protocol & Experimental Design • Cross-Functional Team Leadership

Professional Experience

HCD Research, Flemington, NJ                                                            2017 – current

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.

HPC Today                                                                                            2017 – current

Columnist – Consumer Perceptions

Writing about consumer product development from a consumer research perspective, incorporating traditional market and consumer science research with psychology and neuroscience approaches.

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. Analysis and interpretation of descriptive and conformance (quality) consumer data.

Johnson & Johnson, Skillman, NJ                                                       2011 – 2012

Senior Scientist

New technologies and methodologies 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. 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.

Monell Chemical Senses Center, Philadelphia, PA                      2008-2011

Postdoctoral Research Fellow; Chair, Postdoctoral Scientists Committee

Scientific publications in peer reviewed academic journals, presentations at international conferences and in local media. Coordinating research activities and leading research teams, teaching neuroscience methodologies, mentoring undergraduate student research. 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/Research Assistant – Independently taught undergraduate courses: Introduction to Psychobiology, Introduction to Psychology, Research Methods.Research with scientific publications and presentations. Lab management: Coordinating research activities, teaching neuroscience methodologies, mentoring undergraduate student research.

Board Memberships

Action Design Network                                                                          2022 – current

Member of the Board of Directors for the Action Design Network, a group aiming to organize resources and build a community of practitioners in the application of behavioral change.

Society of Sensory Professionals                                                       2022 – current

Chair of Scientific Committee for Executive Board of Society of Sensory Professionals, nonprofit organization devoted to developing and promoting the field of sensory science.

Neuromarketing Science & Business Association (NMSBA)     2020 – current

The Neuromarketing Science & Business Association (NMSBA) is an international community of global professionals, academics and students interested in the fields of neuromarketing and consumer neuroscience.

World Taste & Smell Day Association (WTSDA)                           2021 – 2022

Founding member of Board of Directors and Chief Technology Officer for the World Taste and Smell Association is dedicated to elevating our often-neglected senses of taste and smell. Through our primary activity, World Taste and Smell Day (September 14) and other initiatives, our goal is to gather and unite a community of people to celebrate taste and smell.

Education

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

Publications

Book Chapters:

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. 

Peer-Reviewed Articles:

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

Porcherot, C., Raviot-Derrien, S., Beague, M. P., Henneberg, S., Niedziela, M., Ambroze, K., & McEwan, J. A. (2021). Effect of context on fine fragrance-elicited emotions: comparison of three experimental methodologies. Food Quality and Preference, 104342.

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

Tordoff, M. G., Aleman, T. R., & Murphy, M. C. (2012). No effects of monosodium glutamate consumption on the body weight or composition of adult rats and mice. Physiology & behavior107(3), 338-345.

Fox, E. A., & Murphy, M. C. (2008). Factors regulating vagal sensory development: potential role in obesities of developmental origin. Physiology & behavior94(1), 90-104.

Murphy, M. C. (2008). The role of brain-derived neurotrophic factor in the development of vagal innervation of the gastrointestinal tract (Doctoral dissertation, Purdue University).

Murphy, M. C., & 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 methods163(2), 213-225.

Magazines:

Consumer Priorities During Covid: What Entertainment Venues Need to Know. (2022) M. Niedziela; M. Murphy. MRWeb, No.32647: 58-61From https://online.flippingbook.com/view/1040202418/ 

Wearable Tech- Fit for MRX? (2022) K. Ambroze. MRWeb, No.32647: 46-49. From  

Pushing Boundaries: What does augmented reality (AR) look like in MRX? (2022) K. Ambroze. MRWeb, No.32647: 42-46. From https://online.flippingbook.com/view/1040202418/ 

Best Practice Know Your Neuro: A summary of the key techniques, with advice on when and how to use them. (2022) M. Niedziela. MRWeb, No.32647: 32-37.  From  

Myths and Realities: An Introduction to Neuromarketing. (2022) M. Niedziela; G. Kessler. MRWeb, No.32647: 4-7.  From https://online.flippingbook.com/view/1040202418/ 

CBD- an opportunity to build brand loyalty through information and education. (2022) M.R. Bajec; K. Ambroze. Household and Personal Care TODAY, Vol.17 (4): 46–48. 

The paradox of clean beauty. (2022) K Ambroze, M Niedziela. Household and Personal Care TODAY, Vol.17 (3): 48–49.  

The emotion paradox in product testing: A commentary. (2022). Niedziela, M. Cosmetics & Toiletries. Retrieved May 6, 2022, from  

https://www.cosmeticsandtoiletries.com/magazine/article/22197807/hcd-research-the-emotion- paradox-in-product-testing-a-commentary   

Turning consumer biases into added benefits with active ingredients. (2022) K Ambroze, M.R. Bajec. Household and Personal Care TODAY, Vol.17 (2): 22–23. 

The power of consumer perception in home care- Context is key. (2022) M Niedziela, K Ambroze. Household and Personal Care TODAY, Vol.17 (1): 10–11. 

The healthy hair hack: innovating through the consumer. (2021) M Niedziela, K Ambroze. Household and Personal Care TODAY, Vol.16 (6): 18–19. 

The Power of Purpose: A Case Study on Consumer Perception and Brand Purpose. (2021) K Ambroze, M Niedziela, & A List. INsights, 36: 16-18. 

Time to air out the dirty laundry: The power of fragrance in homecare. (2021) K Ambroze, M Niedziela. Household and Personal Care TODAY, Vol.16 (5): 24-25. 

Don’t just call it dust. (2021) M Niedziela, K Ambroze. Beauty Horizons, 1: Retrieved from https://digital.teknoscienze.com/beauty_horizons_4_2021_ita/rubrica_dalla_parte_del_consumatore2. 

Finding the value in views on hydration. (2021) K Ambroze. Household and Personal Care TODAY, Vol. 16 (4): 4-5. 

Rethinking children’s food. (2021) M Niedziela. Nutra Horizons, 1: Retrieved from  

https://digital.teknoscienze.com/nutra_horizons_1_2021_ww/column_consumer_perspective.

Never a Dull Moment? Optimizing the Value of Neuro-based User Research. (2021) K Ambroze, M Niedziela. INsights, 35: 16-18.  

Sharing the same sun: How pandemic trends reshaped sun care. (2021) K Ambroze. Household and Personal Care TODAY, Vol. 16 (3): 6-7. 

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. 

Using Research to Understand Health Care Routines. (2020) K Ambroze. Quirks, 34: 86-89.  

Paying Big Bucks for Probiotics. (2020) K Ambroze. Household and Personal Care TODAY, Vol. 15 (4): 24-25. 

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. 

The Three R’s Pushing Consumers’ Eco-Friendly Carts. (2020) K Ambroze. INsights, 31: 8-10.  

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

How Innovation Connects the Curious Consumer. (2020) K Ambroze. Household and Personal Care TODAY, Vol. 15 (1): 56-57.  

The Impact of Color Logos. (2019) K Ambroze. INsights, 29: 8-10. 

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:

Thomas, N. (Producer). (2022, January). Dr. Michelle Niedziela, VP of Research & Innovation, HCD Research [Audio/Video podcast]. https://mrweb.com/drno/michelleniedziela.htm 

Ennis, J. (Producer). (2022, February 16). Michelle Niedziela & Kathryn Ambroze – Let Go [Audio podcast]. https://www.aigora.ai/post/michelle-niedziela-kathryn-ambroze-let-go 

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, HCD hosts a weekly series. HCD Mindset Vidcast explores topics in applied consumer neuroscience and market research. 

Relevant Presentations:

Niedziela, M., Horn, R., Ambroze, K., Moxley, T., Lillford, S., & Gutkowski, A. (2022, November). Setting the mood: Using self-report and psychophysiological measures to explore emotions elicited by fragrances. In 2022 SSP. SSP2022. 

Bajec, M., Allison, A., Gutkowski, A., & Niedziela, M. (2022, November). The cannabis consumer: Establishing a consumer technical model for consumer cannabis. In 2022 SSP. SSP2022.   

Niedziela, M., Ambroze, K., Thau, B., & Gutkowski, A. (2022, November). Feeling good: proving efficacy of fragrance (lavender, ylang ylang) on wellbeing. In 2022 SSP. SSP2022. 

Niedziela, M., & Gutkowski, A. (2022, November). Putting the consumer first: a behavioral technical model for consumer decision-making and choice. In 2022 SSP. SSP2022.

Niedziela, M., Feuer, S., Yang, M., Trachtman, J., & Parma, V. (2022, November). World Taste and Smell Day Association: Towards the public elevation of the chemical senses. In 2022 SSP. SSP2022. 

Niedziela, M., Horn, R., Ambroze, K., Moxley, T., Lillford, S., & Gutkowski, A. (2022, September). Setting the mood: Using self-report and psychophysiological measures to explore emotions elicited by fragrances. In 2022 EuroSense2022. EuroSense 2022. 

Bajec, M., Allison, A., Gutkowski, A., & Niedziela, M. (2022, September). The cannabis consumer: Establishing a consumer technical model for consumer cannabis. In 2022 EuroSense2022. EuroSense 2022.   

Niedziela, M., Ambroze, K., Thau, B., & Gutkowski, A. (2022, September). Feeling good: proving efficacy of fragrance (lavender, ylang ylang) on wellbeing. In 2022 EuroSense2022. EuroSense 2022. 

Niedziela, M., & Gutkowski, A. (2022, September). Putting the consumer first: a behavioral technical model for consumer decision-making and choice. In 2022 EuroSense2022. EuroSense 2022. 

Niedziela, M., Feuer, S., Yang, M., Trachtman, J., & Parma, V. (2022, September). World Taste and Smell Day Association: Towards the public elevation of the chemical senses. In 2022 EuroSense2022. EuroSense 2022. 

Niedziela, M., Bajec, M., & Ambroze, K. (2021, December). Consumer Perspective: Product Labels Influence on Consumer Perception. In 2021 ASTM D 37 Global workshop for Cannabis Standardization. ASTM. 

Niedziela, M. (2021, December). What the Health? Sensory Cues in Wellness Products – Perceptions to Reality. In 2021 SenseAsia. 2021 SenseAsia.   

Advances in Cognitive Behavioral Methods (2021). Corporate Panel. K Ambroze, M. Yuksel, O. Jenkins. Insight Assocations New England Chapters.  

Granito, B., & Niedziela, M. (2021, August). Optimizing the Value of UX Research with EEG. In 2021 QRCA. Qualology.  

Niedziela, M. (2021, June). Context in consumer research: Getting in-depth insights from behavioral coding and smart speaker technology. In 2021 NA Qual 360. Qual 360.   

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. 

Patents: 

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.

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