In this episode, I sit down with Michelle Niedzela, a neuroscientist turned consumer behavior researcher and founder of Nerdoscientist. With over a decade of experience bridging neuroscience, psychology, and marketing, Michelle shares her fascinating journey from academia to industry and eventually entrepreneurship.   What You'll Learn:   Michelle’s path from a double PhD program to launching her own consulting business Why she moved from clinical psychology to neuroscience, and later into the world of product development The role of behavioral science in shaping how consumers experience products How internal (biological) and external (environmental) factors influence decision-making Why she is NOT a fan of the term "neuromarketing" and the myths behind the "buy button in the brain" How small businesses can apply behavioral science tools ethically and affordably The value of being an external advocate or "subject matter expert" when making research-based decisions   Key Takeaway: Even with limited resources, entrepreneurs can apply behavioral science by focusing on thoughtful, ethical design choices and validated research tools that respect consumer autonomy.   Ethics in Neuroscience & Marketing: Michelle highlights the importance of transparency and validation in research methods. She challenges the hype around neuromarketing and advocates for using neuroscience to inform—not manipulate—consumer decisions.   Here are two ways to connect with Michelle:   LinkedIn: https://www.linkedin.com/in/michelle-niedziela-phd-b581a712/ Visit her website: https://www.nerdoscientist.com/   Michelle is also on the executive board of Bescy Philly chapter (https://www.bescy.org/) in case you would like to stay up to date with behavioral science workshops and events organized by your local Bescy chapter. You can also follow the organization on LinkedIn (https://www.linkedin.com/company/bescy/).