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Why do people dunk cookies?

March 18, 2025 We have carried out several research studies over the years to understand the complexities of biscuits. (I’ve written biscuits here because I am English – if you are American, I mean cookies.)…

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Moving Beyond Functionality to Emotional Connection in Brand Development

March 11, 2025 In today’s competitive landscape, mere functionality is no longer sufficient for consumer goods. Shower gels must offer more than just cleanliness, sodas need to transcend mere refreshment, and air fresheners should do…

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Is an Over-Reliance on Data Increasing Unhappiness at Work?

March 4, 2025 There are many aspects of the way we work today that contribute to the much-discussed increased levels of stress, burnout, and general dissatisfaction at work. However, one aspect that has not been…

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The Psychology of Taste: Creating Products Consumers Truly Love

February 25, 2025 Everyone has an opinion about taste. “It needs to be sweeter, richer, more flavouful.” “Too salty, not enough umami, too fizzy, not fizzy enough.” “It needs more punch… or maybe less.” But…

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The Hidden Complexity of Taste: How Our Brain Shapes Flavour and Emotion

February 20, 2025 Here’s an extract from my new book, The Shape of Taste. You can pre order a copy here Nearly every sensorial experience is multifaceted. Any food or drink has more than just…

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