A concise, practical playbook for turning behavioral science into better launches.
 Field‑Tested Evidence for Bias‑Proof Food Innovation compiles real F&B cases, experiments, and frameworks that show how to design, test, and refine concepts in ways that minimise cognitive bias, so your innovation decisions are grounded in how consumers actually think, choose, and buy.

To systematically dismantle the Mask, professionals and their teams must analyse decision-making through a stage-based lens. This book is structured around the six critical stages of the innovation lifecycle, each presenting a unique psychological risk profile.