The future of consumer neuroscience in food research

The use (and abuse) of neuroscience and psychological research methodologies has become a hot topic in consumer research, particularly in the area of food product research. Neuro- and psychological science can certainly help consumer and sensory researchers and product developers in the food industry better understand consumers' unconscious motivators and/or reactions and even lend insights to claims and sensory perceptions. Commercial tools for leveraging these methodologies continue to get better, faster and cheaper. However, the field of consumer neuroscience has been plagued with pseudoscience and "neurohype," and researchers have experienced some disappointments when trying to incorporate these measures into their research. From EEG headsets to facial coding, consumer neuroscience has never been so accessible (or confusing). We will discuss how to better evaluate potential methodologies for use as well as discuss best practices and the future of the field.