Behavioral Topic Mapping explores how seemingly unrelated discussions cluster around shared motivations, decision tensions, unmet needs, identities, and experiential goals.
If we met at a conference, this is the work. Everything we’ve published on BTM is below.
154,326 Amazon sunscreen reviews narrowed to 35,883 for modeling, then read through sensory language, the habit loop and COM-B. Format innovation moved friction rather than removing it, and reapplication behaved as a different act from first application.
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Niedziela & Yu
The walk-through behind the Eurosense poster: why sunscreen makes the say–do gap visible, how the topics were kept from being cherry-picked, and what the five patterns ask of R&D.
Michelle Niedziela
Around 3,000 Amazon chip reviews read for behavioral mechanism. Crunch, salt intensity and greasiness acted as gatekeepers on repeat consumption — largely independent of stated preference.
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Niedziela & Yu
The big picture. Why trend reports tell you what consumers talk about today but not where behavior is heading, and what a mechanism-first read gives you instead.
Michelle Niedziela
A walk through the pipeline marking which steps are model-driven and which are human judgment — because "AI-powered" tells you nothing about what you're buying.
Tian Yu
Posting here after the conference.
Michelle Niedziela, Ph.D.
Behavioral neuroscientist and consumer research consultant specializing in the intersection of sensory science, behavioral science, consumer psychology, and innovation strategy
nerdoscientist.comnerdoscientist@gmail.com
Tian Yu, Ph.D.
A sensory and consumer science consultant who leverages AI and data science expertise to accelerate and elevate CPG innovation
amaiconsulting.comtian.yuhank@gmail.comReviews, forum threads, open-ended survey responses. Tell us what you have and what decision you’re trying to make, and we’ll come back with a scope and an honest read on whether this is the right tool.
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