Catfishing is traditionally defined as someone who pretends to be someone else online (and typically associated with false-pretense online dating). If you are led to believe your consumer recruit is exactly whom you have defined it to be, but in reality it isn’t, you are being catfished. How do you know if this applies to you? It probably does. Read on!

I specialize in a particular type of consumer research, taste tests, that are themselves a special type of product testing. A few years ago I was reviewing open ended responses as they came in during a live consumer taste…


Look at the below optical illusion. How many black dots can you find? At the very bottom of this post is the answer. Read on for an explanation, as well as an experiment with taste that you can try at home.


Plant-based Meat is Hype. The preceding graph shows the rise of consumer awareness (black line, Google Trends) and overlays the stock price of Beyond Meat (BYND), +130% since the IPO. Strikingly, the idea of making money on plant-based meat (May ’19 BYND IPO) carries a 42% greater search engagement than the idea of consuming it (Aug ‘19 Impossible Whopper availability). Neuro Sensory Science explains why consumer adoption rates will be more tepid than the past 5 months of media coverage and stock performance might have you believing.

The idea of plant-based meat has been championed as the solution to many…


Embarking on the food entrepreneur journey requires vision, reflection, courage. Photo Copyright 2019 Michael Nestrud.

In my last article I presented a series of sensory myths and said to “Trust your gut, but allow yourself to be wrong by collaborating with your consumer.” In this article, we’re going to leave myths behind and talk more broadly about how a consumer strategy fits into the food entrepreneur’s journey.

The goal of most food entrepreneurs is to create a product, market it at retail, and eventually sell the new product or brand for a profit. …


Taste tests aren’t like they used to be. But have they evolved enough?

Over the past few months I’ve met countless food entrepreneurs who have some of the most incredible, daring and, in some cases, transformational ideas. Eighty percent of them will fail. But none of these folks I’ve met think so.

Four out of the five of the aforelinked reasons for failure can be traced to a deceptively simple idea — these companies fail to understand their consumer.

The pressures of a solo-preneur or a small startup to deliver revenue — especially pre-venture — are immense. In the food industry, most of the entrepreneurial discussions I’ve heard focus on where to produce…

Michael Nestrud, Ph.D.

Founder of MNC; Sensory Scientist; Culinary Psychologist; Connects organizations to the hearts, minds & taste buds of their consumers. www.mnestc.com

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