Dr. Molly Spencer is an expert in sensory science–the science of how things taste, smell, feel, sound, and look. She is also an expert in consumer science. Her expertise is called for anytime a client wants reliable scientific support for claims about how consumers experience a product—for example, advertising claims comparing two rival products on flavor, or litigation about whether a hand lotion lives up to moisturizing claims. Because it’s difficult to do a survey on a sensory experience over the Internet, she also has experience running in-person central location tests, as well as home-use tests.
Q: Tell us about sensory science.
Sensory science is a field that uses the five senses (sight, smell, taste, touch, and hearing) to measure and interpret the human response to physical stimuli. It is primarily used for food and beverage products, but can also be used for household products, personal hygiene products, and many consumer packaged goods (CPGs) that may evoke a sensory response.
Q: What attracted you to sensory science?
I love food and coffee – good food and good coffee bring people together. I was already studying food science in both undergrad and grad school, and I was first drawn to sensory and consumer science because I was interested in the intersection of humans and food. It was always fascinating to me to observe human eating behavior and preferences, as well as our sensory perception of the world around us. In graduate school, I had the amazing opportunity to cocreate the Coffee Taster’s Flavor Wheel with the Specialty Coffee Association and World Coffee Research, a globally recognized tool now used by the coffee industry to ensure good quality coffee. It is projects like that that make sensory science very rewarding.
Q: How do you apply it to jobs for IMS clients?
Sensory science comes directly into play for claim substantiation studies, in which a client would like to make an advertising claim related to consumer perception and/or the senses. My background in sensory and consumer science also serves me in the context of our litigation projects in trademark infringement and false advertising. In both of those types of studies, we design consumer surveys to measure the consumer perception of a stimulus, whether it is a word mark, a logo, a package design, or specific messages communicated or implied by advertising materials.
Q: You have a lot of experience in food science, including in industry. Is there anything from that experience that’s helpful at MMR?
The technical knowledge and expertise I have gained from my background is helpful in designing questionnaires for our consumer surveys, and being careful to mitigate any biases that may come in the phrasing of questions, the types of questions, and the sequences of questions and response options. I also think that is very helpful to have seen firsthand from my industry experience how some of our end clients operate, to better understand their needs and objectives.
Q: You’re developing a practice as an expert witness yourself. How has that journey been so far?
It is going well. I have been retained as the consulting expert for several matters and contributed to dozens of surveys in my four years at MMR, and then IMS, so far. My background and experience in food science, sensory science, and consumer perception and behavior, along with my years of experience designing research for litigation matters, give me a unique skillset and foundation of knowledge that I look forward to using more as the primary consulting expert in future matters.
Q: Is there anything about your work for IMS that you’re looking forward to in the next 12 months or so?
I am hoping to build out the claim substantiation business, and there are a couple of claims surveys in progress or in the pipeline. I also plan to take on more projects for which I am the testifying expert. In addition, I’m looking forward to presenting a CLE seminar on claims surveys in Los Angeles later this year.
Q: What’s your favorite thing about life at MMR?
I enjoy working with smart, competent, funny, wonderful people! I also enjoy my coworker Mary Beth’s dad jokes.