[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:00.82,0:00:04.09,Default,,0000,0000,0000,,So I had this very interesting experience
Dialogue: 0,0:00:04.11,0:00:05.26,Default,,0000,0000,0000,,five years ago.
Dialogue: 0,0:00:06.28,0:00:09.10,Default,,0000,0000,0000,,You know, me and my husband,\Nwe were out grocery shopping,
Dialogue: 0,0:00:09.13,0:00:10.72,Default,,0000,0000,0000,,as we do every other day,
Dialogue: 0,0:00:10.74,0:00:14.09,Default,,0000,0000,0000,,but this time, we found this fancy,
Dialogue: 0,0:00:14.12,0:00:17.84,Default,,0000,0000,0000,,you know, I'm talking fair-trade,\NI'm talking organic,
Dialogue: 0,0:00:17.86,0:00:20.40,Default,,0000,0000,0000,,I'm talking Kenyan, single-origin coffee
Dialogue: 0,0:00:20.42,0:00:22.15,Default,,0000,0000,0000,,that we splurged and got.
Dialogue: 0,0:00:23.25,0:00:26.55,Default,,0000,0000,0000,,And that was when the problem\Nstarted already.
Dialogue: 0,0:00:26.58,0:00:30.42,Default,,0000,0000,0000,,You know, my husband,\Nhe deemed this coffee blend superior
Dialogue: 0,0:00:30.44,0:00:32.83,Default,,0000,0000,0000,,to our regular and much cheaper coffee,
Dialogue: 0,0:00:32.86,0:00:37.20,Default,,0000,0000,0000,,which made me imagine a life\Nbased solely on fancy coffee
Dialogue: 0,0:00:37.23,0:00:39.66,Default,,0000,0000,0000,,and I saw our household budget explode.
Dialogue: 0,0:00:39.68,0:00:40.68,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:00:40.70,0:00:41.86,Default,,0000,0000,0000,,And worse ...
Dialogue: 0,0:00:43.04,0:00:46.14,Default,,0000,0000,0000,,I also feared that this investment\Nwould be in vain.
Dialogue: 0,0:00:46.16,0:00:49.68,Default,,0000,0000,0000,,That we wouldn't be able to notice\Nthis difference after all.
Dialogue: 0,0:00:51.36,0:00:55.19,Default,,0000,0000,0000,,Unfortunately, especially for my husband,
Dialogue: 0,0:00:55.21,0:00:58.33,Default,,0000,0000,0000,,he had momentarily forgotten\Nthat he's married to a neuroscientist
Dialogue: 0,0:00:58.36,0:01:00.14,Default,,0000,0000,0000,,with a specialty in food science.
Dialogue: 0,0:01:00.16,0:01:01.34,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:01:01.36,0:01:02.54,Default,,0000,0000,0000,,Alright?
Dialogue: 0,0:01:02.56,0:01:04.19,Default,,0000,0000,0000,,So without further ado,
Dialogue: 0,0:01:04.21,0:01:06.43,Default,,0000,0000,0000,,I mean, I just put him to the test.
Dialogue: 0,0:01:07.13,0:01:09.09,Default,,0000,0000,0000,,I set up an experiment
Dialogue: 0,0:01:09.11,0:01:11.100,Default,,0000,0000,0000,,where I first blindfolded my husband.
Dialogue: 0,0:01:12.48,0:01:13.63,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:01:13.65,0:01:17.10,Default,,0000,0000,0000,,Then I brewed the two types of coffee
Dialogue: 0,0:01:17.12,0:01:19.70,Default,,0000,0000,0000,,and I told him that\NI would serve them to him
Dialogue: 0,0:01:19.73,0:01:21.07,Default,,0000,0000,0000,,one at a time.
Dialogue: 0,0:01:22.39,0:01:24.24,Default,,0000,0000,0000,,Now, with clear certainty,
Dialogue: 0,0:01:24.26,0:01:26.68,Default,,0000,0000,0000,,my husband, he described\Nthe first cup of coffee
Dialogue: 0,0:01:26.70,0:01:27.100,Default,,0000,0000,0000,,as more raw and bitter.
Dialogue: 0,0:01:28.02,0:01:30.75,Default,,0000,0000,0000,,You know, a coffee\Nthat would be ideal for the mornings
Dialogue: 0,0:01:30.78,0:01:34.75,Default,,0000,0000,0000,,with the sole purpose of terrorizing\Nthe body awake by its alarming taste.
Dialogue: 0,0:01:34.77,0:01:36.87,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:01:36.90,0:01:39.76,Default,,0000,0000,0000,,The second cup of coffee,\Non the other hand,
Dialogue: 0,0:01:39.79,0:01:43.58,Default,,0000,0000,0000,,was both fruity and delightful.
Dialogue: 0,0:01:43.60,0:01:47.67,Default,,0000,0000,0000,,You know, coffee that one\Ncan enjoy in the evening and relax.
Dialogue: 0,0:01:49.47,0:01:52.30,Default,,0000,0000,0000,,Little did my husband know, however,
Dialogue: 0,0:01:52.32,0:01:55.65,Default,,0000,0000,0000,,that I hadn't actually given him\Nthe two types of coffee.
Dialogue: 0,0:01:55.67,0:01:58.81,Default,,0000,0000,0000,,I had given him the exact same\Ncup of coffee twice.
Dialogue: 0,0:01:58.83,0:02:01.00,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:02:01.36,0:02:03.99,Default,,0000,0000,0000,,And obviously, it wasn't\Nthis one cup of coffee
Dialogue: 0,0:02:04.02,0:02:06.96,Default,,0000,0000,0000,,that had suddenly gone\Nfrom horrible to fantastic.
Dialogue: 0,0:02:07.27,0:02:11.14,Default,,0000,0000,0000,,No, this taste difference\Nwas a product of my husband's own mind.
Dialogue: 0,0:02:11.52,0:02:14.53,Default,,0000,0000,0000,,Of his bias in favor of the fancy coffee
Dialogue: 0,0:02:14.55,0:02:17.94,Default,,0000,0000,0000,,that made him experience taste differences\Nthat just weren't there.
Dialogue: 0,0:02:19.64,0:02:24.34,Default,,0000,0000,0000,,Alright, so, having saved\Nour household budget,
Dialogue: 0,0:02:24.36,0:02:26.05,Default,,0000,0000,0000,,and finishing on a very good laugh,
Dialogue: 0,0:02:26.07,0:02:27.25,Default,,0000,0000,0000,,me especially --
Dialogue: 0,0:02:27.27,0:02:28.28,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:02:28.30,0:02:31.27,Default,,0000,0000,0000,,I then started wondering\Njust how we could have received
Dialogue: 0,0:02:31.29,0:02:34.89,Default,,0000,0000,0000,,two such different responses\Nfrom a single cup of coffee.
Dialogue: 0,0:02:35.33,0:02:39.02,Default,,0000,0000,0000,,Why would my husband\Nmake such a bold statement
Dialogue: 0,0:02:39.05,0:02:43.49,Default,,0000,0000,0000,,at the risk of being publicly mocked\Nfor the rest of his life?
Dialogue: 0,0:02:43.52,0:02:45.35,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:02:46.83,0:02:51.17,Default,,0000,0000,0000,,The striking answer is\Nthat I think you would have done the same.
Dialogue: 0,0:02:51.20,0:02:54.44,Default,,0000,0000,0000,,And that's the biggest challenge\Nin my field of science,
Dialogue: 0,0:02:54.47,0:02:57.78,Default,,0000,0000,0000,,assessing what's reality\Nbehind these answers
Dialogue: 0,0:02:57.80,0:02:58.97,Default,,0000,0000,0000,,that we receive.
Dialogue: 0,0:02:58.99,0:03:01.80,Default,,0000,0000,0000,,Because how are we\Ngoing to make food tastier
Dialogue: 0,0:03:01.82,0:03:05.42,Default,,0000,0000,0000,,if we cannot rely on what people\Nactually say they like?
Dialogue: 0,0:03:06.73,0:03:10.26,Default,,0000,0000,0000,,To understand, let's first have a look\Nat how we actually sense food.
Dialogue: 0,0:03:10.92,0:03:13.24,Default,,0000,0000,0000,,When I drink a cup of coffee,
Dialogue: 0,0:03:13.26,0:03:17.41,Default,,0000,0000,0000,,I detect this cup of coffee\Nby receptors on my body,
Dialogue: 0,0:03:17.43,0:03:21.88,Default,,0000,0000,0000,,information which is then turned\Ninto activated neurons in my brain.
Dialogue: 0,0:03:22.57,0:03:25.30,Default,,0000,0000,0000,,Wavelengths of light\Nare converted to colors.
Dialogue: 0,0:03:25.32,0:03:29.46,Default,,0000,0000,0000,,Molecules in the liquid\Nare detected by receptors in my mouth,
Dialogue: 0,0:03:29.48,0:03:32.80,Default,,0000,0000,0000,,and categorized as one\Nof five basic tastes.
Dialogue: 0,0:03:33.27,0:03:37.50,Default,,0000,0000,0000,,That's salty, sour,\Nbitter, sweet and umami.
Dialogue: 0,0:03:38.43,0:03:41.73,Default,,0000,0000,0000,,Molecules in the air\Nare detected by receptors in my nose
Dialogue: 0,0:03:41.76,0:03:43.29,Default,,0000,0000,0000,,and converted to odors.
Dialogue: 0,0:03:43.70,0:03:48.08,Default,,0000,0000,0000,,And ditto for touch, for temperature,\Nfor sound and more.
Dialogue: 0,0:03:48.39,0:03:52.25,Default,,0000,0000,0000,,All this information is detected\Nby my receptors
Dialogue: 0,0:03:52.28,0:03:55.54,Default,,0000,0000,0000,,and converted into signals\Nbetween neurons in my brain.
Dialogue: 0,0:03:55.57,0:04:00.46,Default,,0000,0000,0000,,Information which is then\Nwoven together and integrated,
Dialogue: 0,0:04:00.48,0:04:03.33,Default,,0000,0000,0000,,so that my brain recognizes
Dialogue: 0,0:04:03.36,0:04:09.11,Default,,0000,0000,0000,,that yes, I just had a cup of coffee,\Nand yes, I liked it.
Dialogue: 0,0:04:09.76,0:04:11.74,Default,,0000,0000,0000,,And only then,
Dialogue: 0,0:04:11.76,0:04:14.75,Default,,0000,0000,0000,,after all this neuron heavy lifting,
Dialogue: 0,0:04:14.77,0:04:18.04,Default,,0000,0000,0000,,do we consciously experience\Nthis cup of coffee.
Dialogue: 0,0:04:18.99,0:04:22.92,Default,,0000,0000,0000,,And this is now where we have\Na very common misconception.
Dialogue: 0,0:04:23.47,0:04:27.00,Default,,0000,0000,0000,,People tend to think\Nthat what we experience consciously
Dialogue: 0,0:04:27.03,0:04:30.22,Default,,0000,0000,0000,,must then be an absolute\Ntrue reflection of reality.
Dialogue: 0,0:04:30.59,0:04:32.30,Default,,0000,0000,0000,,But as you just heard,
Dialogue: 0,0:04:32.33,0:04:35.84,Default,,0000,0000,0000,,there are many stages\Nof neural interpretation
Dialogue: 0,0:04:35.87,0:04:40.37,Default,,0000,0000,0000,,in between the physical item\Nand the conscious experience of it.
Dialogue: 0,0:04:40.40,0:04:42.51,Default,,0000,0000,0000,,Which means that sometimes,
Dialogue: 0,0:04:42.54,0:04:46.34,Default,,0000,0000,0000,,this conscious experience is not really\Nreflecting that reality at all.
Dialogue: 0,0:04:46.72,0:04:48.92,Default,,0000,0000,0000,,Like what happened to my husband.
Dialogue: 0,0:04:49.81,0:04:53.95,Default,,0000,0000,0000,,That's because some physical stimuli\Nmay just be so weak
Dialogue: 0,0:04:53.97,0:04:58.35,Default,,0000,0000,0000,,that they just can't break that barrier\Nto enter our conscious mind,
Dialogue: 0,0:04:58.37,0:05:00.25,Default,,0000,0000,0000,,while the information that does
Dialogue: 0,0:05:00.28,0:05:04.36,Default,,0000,0000,0000,,may get twisted on its way there\Nby our hidden biases.
Dialogue: 0,0:05:04.82,0:05:08.100,Default,,0000,0000,0000,,And people, they have a lot of biases.
Dialogue: 0,0:05:11.65,0:05:14.18,Default,,0000,0000,0000,,Yes, if you're sitting there\Nright now, thinking ...
Dialogue: 0,0:05:15.76,0:05:18.78,Default,,0000,0000,0000,,you could probably have done\Nbetter than my husband,
Dialogue: 0,0:05:18.80,0:05:22.35,Default,,0000,0000,0000,,you could probably have assessed\Nthose coffees correctly,
Dialogue: 0,0:05:22.37,0:05:25.18,Default,,0000,0000,0000,,then you're actually\Nsuffering from a bias.
Dialogue: 0,0:05:26.12,0:05:28.58,Default,,0000,0000,0000,,A bias called the bias blind spot.
Dialogue: 0,0:05:28.61,0:05:33.42,Default,,0000,0000,0000,,Our tendency to see ourselves\Nas less biased than other people.
Dialogue: 0,0:05:33.72,0:05:34.91,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:05:34.93,0:05:36.42,Default,,0000,0000,0000,,And yeah, we can even be biased
Dialogue: 0,0:05:36.45,0:05:38.42,Default,,0000,0000,0000,,about the biases that we're biased about.
Dialogue: 0,0:05:38.44,0:05:39.44,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:05:39.46,0:05:41.59,Default,,0000,0000,0000,,Not trying to make this any easier.
Dialogue: 0,0:05:42.27,0:05:46.90,Default,,0000,0000,0000,,A bias that we know in the food industry\Nis the courtesy bias.
Dialogue: 0,0:05:47.62,0:05:50.03,Default,,0000,0000,0000,,This is a bias where we give an opinion
Dialogue: 0,0:05:50.06,0:05:53.71,Default,,0000,0000,0000,,which is considered socially acceptable,
Dialogue: 0,0:05:53.74,0:05:56.40,Default,,0000,0000,0000,,but it's certainly not\Nour own opinion, right?
Dialogue: 0,0:05:57.58,0:06:00.13,Default,,0000,0000,0000,,And I'm challenged by this\Nas a food researcher,
Dialogue: 0,0:06:00.15,0:06:05.25,Default,,0000,0000,0000,,because when people say they like\Nmy new sugar-reduced milkshake,
Dialogue: 0,0:06:05.28,0:06:06.46,Default,,0000,0000,0000,,do they now?
Dialogue: 0,0:06:06.48,0:06:07.54,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:06:07.56,0:06:09.91,Default,,0000,0000,0000,,Or are they saying they like it
Dialogue: 0,0:06:09.93,0:06:12.92,Default,,0000,0000,0000,,because they know I'm listening\Nand they want to please me?
Dialogue: 0,0:06:13.54,0:06:16.77,Default,,0000,0000,0000,,Or maybe they just to seem\Nfit and healthy in my ears.
Dialogue: 0,0:06:18.12,0:06:19.72,Default,,0000,0000,0000,,I wouldn't know.
Dialogue: 0,0:06:19.74,0:06:24.36,Default,,0000,0000,0000,,But worse, they wouldn't\Neven know themselves.
Dialogue: 0,0:06:25.35,0:06:26.70,Default,,0000,0000,0000,,Even trained food assessors,
Dialogue: 0,0:06:26.73,0:06:29.30,Default,,0000,0000,0000,,and that's people who have been\Nexplicitly taught
Dialogue: 0,0:06:29.32,0:06:33.45,Default,,0000,0000,0000,,to disentangle the sense of smell\Nand the sense of taste,
Dialogue: 0,0:06:33.48,0:06:36.58,Default,,0000,0000,0000,,may still be biased\Nto evaluate products sweeter
Dialogue: 0,0:06:36.61,0:06:38.14,Default,,0000,0000,0000,,if they contain vanilla.
Dialogue: 0,0:06:38.46,0:06:39.60,Default,,0000,0000,0000,,Why?
Dialogue: 0,0:06:39.98,0:06:43.13,Default,,0000,0000,0000,,Well, it's certainly not\Nbecause vanilla actually tastes sweet.
Dialogue: 0,0:06:44.51,0:06:48.47,Default,,0000,0000,0000,,It's because even these\Nprofessionals are human,
Dialogue: 0,0:06:48.49,0:06:51.72,Default,,0000,0000,0000,,and have eaten lot of desserts, like us,
Dialogue: 0,0:06:51.74,0:06:55.24,Default,,0000,0000,0000,,and have therefore learned to associate\Nsweetness and vanilla.
Dialogue: 0,0:06:56.06,0:06:59.37,Default,,0000,0000,0000,,So taste and smell\Nand other sensory information
Dialogue: 0,0:06:59.40,0:07:02.48,Default,,0000,0000,0000,,is inextricably entangled\Nin our conscious mind.
Dialogue: 0,0:07:02.51,0:07:05.43,Default,,0000,0000,0000,,So on one hand, we can actually use this.
Dialogue: 0,0:07:05.46,0:07:07.93,Default,,0000,0000,0000,,We can use these conscious experiences,
Dialogue: 0,0:07:07.95,0:07:12.22,Default,,0000,0000,0000,,use this data, exploit it\Nby adding vanilla instead of sugar
Dialogue: 0,0:07:12.24,0:07:13.84,Default,,0000,0000,0000,,to sweeten our products.
Dialogue: 0,0:07:14.82,0:07:17.15,Default,,0000,0000,0000,,But on the other hand,
Dialogue: 0,0:07:17.17,0:07:18.76,Default,,0000,0000,0000,,with these conscious evaluations,
Dialogue: 0,0:07:18.78,0:07:19.98,Default,,0000,0000,0000,,I still wouldn't know
Dialogue: 0,0:07:20.01,0:07:22.87,Default,,0000,0000,0000,,whether people actually liked\Nthat sugar-reduced milkshake.
Dialogue: 0,0:07:24.01,0:07:25.79,Default,,0000,0000,0000,,So how do we get around this problem?
Dialogue: 0,0:07:25.82,0:07:28.08,Default,,0000,0000,0000,,How do we actually assess what's reality
Dialogue: 0,0:07:28.10,0:07:30.74,Default,,0000,0000,0000,,behind these conscious food evaluations?
Dialogue: 0,0:07:30.76,0:07:34.94,Default,,0000,0000,0000,,The key is to remove the barrier\Nof the conscious mind
Dialogue: 0,0:07:34.96,0:07:38.23,Default,,0000,0000,0000,,and instead target the information\Nin the brain directly.
Dialogue: 0,0:07:39.02,0:07:40.32,Default,,0000,0000,0000,,And it turns out
Dialogue: 0,0:07:40.34,0:07:43.41,Default,,0000,0000,0000,,our brain holds a lot\Nof fascinating secrets.
Dialogue: 0,0:07:43.87,0:07:48.94,Default,,0000,0000,0000,,Our brain constantly receives\Nsensory information from our entire body,
Dialogue: 0,0:07:48.96,0:07:51.32,Default,,0000,0000,0000,,most of which we don't even\Nbecome aware of,
Dialogue: 0,0:07:51.34,0:07:54.26,Default,,0000,0000,0000,,like the taste information\Nthat I constantly receive
Dialogue: 0,0:07:54.29,0:07:56.16,Default,,0000,0000,0000,,from my gastrointestinal tract.
Dialogue: 0,0:07:56.65,0:08:00.72,Default,,0000,0000,0000,,And my brain will also act\Non all this sensory information.
Dialogue: 0,0:08:01.27,0:08:04.71,Default,,0000,0000,0000,,It will alter my behavior\Nwithout my knowledge,
Dialogue: 0,0:08:04.73,0:08:07.99,Default,,0000,0000,0000,,and it can increase\Nthe diameter of my pupils
Dialogue: 0,0:08:08.01,0:08:09.97,Default,,0000,0000,0000,,if I experience something I really like.
Dialogue: 0,0:08:10.36,0:08:13.41,Default,,0000,0000,0000,,And increase my sweat production\Never so slightly
Dialogue: 0,0:08:13.43,0:08:15.30,Default,,0000,0000,0000,,if that emotion was intense.
Dialogue: 0,0:08:16.30,0:08:17.99,Default,,0000,0000,0000,,And with brain scans,
Dialogue: 0,0:08:18.01,0:08:21.28,Default,,0000,0000,0000,,we can now assess\Nthis information in the brain.
Dialogue: 0,0:08:22.02,0:08:24.47,Default,,0000,0000,0000,,Specifically, I have used\Na brain-scanning technique
Dialogue: 0,0:08:24.49,0:08:26.85,Default,,0000,0000,0000,,called electroencephalography,
Dialogue: 0,0:08:26.87,0:08:28.70,Default,,0000,0000,0000,,or "EEG" in short,
Dialogue: 0,0:08:28.73,0:08:32.67,Default,,0000,0000,0000,,which involves wearing a cap\Nstudded with electrodes,
Dialogue: 0,0:08:32.70,0:08:35.16,Default,,0000,0000,0000,,128 in my case.
Dialogue: 0,0:08:35.96,0:08:39.57,Default,,0000,0000,0000,,Each electrode then measures\Nthe electrical activity of the brain
Dialogue: 0,0:08:39.59,0:08:42.19,Default,,0000,0000,0000,,with precision down to the millisecond.
Dialogue: 0,0:08:43.64,0:08:45.68,Default,,0000,0000,0000,,The problem is, however,
Dialogue: 0,0:08:45.70,0:08:48.13,Default,,0000,0000,0000,,it's not just the brain\Nthat's electrically active,
Dialogue: 0,0:08:48.16,0:08:50.90,Default,,0000,0000,0000,,it's also the rest of the body\Nas well as the environment
Dialogue: 0,0:08:50.92,0:08:53.63,Default,,0000,0000,0000,,that contains a lot\Nof electrical activity all the time.
Dialogue: 0,0:08:53.66,0:08:55.04,Default,,0000,0000,0000,,To do my research,
Dialogue: 0,0:08:55.07,0:08:58.07,Default,,0000,0000,0000,,I therefore need\Nto minimize all this noise.
Dialogue: 0,0:08:58.41,0:09:01.89,Default,,0000,0000,0000,,So I ask my participants\Nto do a number of things here.
Dialogue: 0,0:09:02.43,0:09:03.59,Default,,0000,0000,0000,,First off,
Dialogue: 0,0:09:03.61,0:09:06.92,Default,,0000,0000,0000,,I ask them to rest their head\Nin a chin rest,
Dialogue: 0,0:09:06.94,0:09:09.36,Default,,0000,0000,0000,,to avoid too much muscle movement.
Dialogue: 0,0:09:09.38,0:09:13.38,Default,,0000,0000,0000,,I also ask them to, meanwhile,\Nstare at the center of a computer monitor
Dialogue: 0,0:09:13.40,0:09:16.17,Default,,0000,0000,0000,,to avoid too much\Neye movements and eye blinks.
Dialogue: 0,0:09:16.20,0:09:18.70,Default,,0000,0000,0000,,And I can't even have swallowing,
Dialogue: 0,0:09:18.73,0:09:23.32,Default,,0000,0000,0000,,so I ask my participants\Nto stick the tongue out of their mouth
Dialogue: 0,0:09:23.34,0:09:25.35,Default,,0000,0000,0000,,over a glass bowl,
Dialogue: 0,0:09:25.38,0:09:29.58,Default,,0000,0000,0000,,and then I constantly let\Ntaste stimuli onto the tongue,
Dialogue: 0,0:09:29.60,0:09:31.70,Default,,0000,0000,0000,,which then drip off into this bowl.
Dialogue: 0,0:09:31.73,0:09:33.21,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:09:33.24,0:09:37.38,Default,,0000,0000,0000,,And then, just to complete\Nthis wonderful picture,
Dialogue: 0,0:09:37.40,0:09:39.99,Default,,0000,0000,0000,,I also provide my participants with a bib,
Dialogue: 0,0:09:40.01,0:09:43.12,Default,,0000,0000,0000,,available in either pink\Nor blue, as they please.
Dialogue: 0,0:09:43.14,0:09:47.23,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:09:47.25,0:09:49.37,Default,,0000,0000,0000,,Looks like a normal\Neating experience, right?
Dialogue: 0,0:09:49.39,0:09:50.54,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:09:51.58,0:09:53.00,Default,,0000,0000,0000,,No, obviously not.
Dialogue: 0,0:09:54.55,0:09:55.90,Default,,0000,0000,0000,,And worse,
Dialogue: 0,0:09:55.92,0:09:59.26,Default,,0000,0000,0000,,I can't even control\Nwhat my participants are thinking about,
Dialogue: 0,0:09:59.28,0:10:01.40,Default,,0000,0000,0000,,so I need to repeat this taste procedure
Dialogue: 0,0:10:01.42,0:10:02.57,Default,,0000,0000,0000,,multiple times.
Dialogue: 0,0:10:02.96,0:10:05.79,Default,,0000,0000,0000,,Maybe the first time,\Nthey're thinking about the free lunch
Dialogue: 0,0:10:05.81,0:10:07.97,Default,,0000,0000,0000,,that I provide for participating,
Dialogue: 0,0:10:07.100,0:10:11.30,Default,,0000,0000,0000,,or maybe the second time,\Nthey're thinking about Christmas coming up
Dialogue: 0,0:10:11.32,0:10:14.22,Default,,0000,0000,0000,,and what to get for Mom\Nthis year, you know.
Dialogue: 0,0:10:15.11,0:10:19.24,Default,,0000,0000,0000,,But common for each response\Nis the response to the taste.
Dialogue: 0,0:10:19.26,0:10:22.53,Default,,0000,0000,0000,,So I repeat this taste\Nprocedure multiple times.
Dialogue: 0,0:10:22.87,0:10:24.72,Default,,0000,0000,0000,,Sixty, in fact.
Dialogue: 0,0:10:25.29,0:10:26.91,Default,,0000,0000,0000,,And then I average the responses,
Dialogue: 0,0:10:26.94,0:10:29.84,Default,,0000,0000,0000,,because responses unrelated\Nto taste will average out.
Dialogue: 0,0:10:30.31,0:10:31.96,Default,,0000,0000,0000,,And using this method,
Dialogue: 0,0:10:31.98,0:10:34.51,Default,,0000,0000,0000,,we and other labs,
Dialogue: 0,0:10:34.53,0:10:38.03,Default,,0000,0000,0000,,have investigated how long a time\Nit takes from "food lands on our tongue"
Dialogue: 0,0:10:38.06,0:10:41.04,Default,,0000,0000,0000,,until our brain has figured out\Nwhich taste it's experiencing.
Dialogue: 0,0:10:41.64,0:10:44.85,Default,,0000,0000,0000,,Turns out this occurs within the first\Nalready 100 milliseconds,
Dialogue: 0,0:10:44.88,0:10:47.85,Default,,0000,0000,0000,,that's about half a second\Nbefore we even become aware of it.
Dialogue: 0,0:10:48.27,0:10:50.08,Default,,0000,0000,0000,,And next up, we also investigated
Dialogue: 0,0:10:50.10,0:10:53.90,Default,,0000,0000,0000,,the taste difference between sugar\Nand artificial sweeteners
Dialogue: 0,0:10:53.93,0:10:56.20,Default,,0000,0000,0000,,that in our setup taste extremely similar.
Dialogue: 0,0:10:56.56,0:10:58.59,Default,,0000,0000,0000,,In fact, they tasted so similar
Dialogue: 0,0:10:58.62,0:11:02.20,Default,,0000,0000,0000,,that half my participants\Ncould only barely tell the taste apart,
Dialogue: 0,0:11:02.22,0:11:04.55,Default,,0000,0000,0000,,while the other half simply couldn't.
Dialogue: 0,0:11:05.02,0:11:06.78,Default,,0000,0000,0000,,But amazingly,
Dialogue: 0,0:11:06.80,0:11:09.93,Default,,0000,0000,0000,,if we looked across\Nthe entire group of participants,
Dialogue: 0,0:11:09.95,0:11:13.75,Default,,0000,0000,0000,,we saw that their brains\Ndefinitely could tell the taste apart.
Dialogue: 0,0:11:14.90,0:11:17.75,Default,,0000,0000,0000,,So with EEG and other\Nbrain-scanning devices
Dialogue: 0,0:11:17.78,0:11:19.94,Default,,0000,0000,0000,,and other physiological measures --
Dialogue: 0,0:11:19.96,0:11:21.13,Default,,0000,0000,0000,,sweat and pupil size --
Dialogue: 0,0:11:21.16,0:11:23.17,Default,,0000,0000,0000,,we have new gateways to our brain.
Dialogue: 0,0:11:23.62,0:11:27.32,Default,,0000,0000,0000,,Gateways that will help us\Nremove the barrier of the conscious mind
Dialogue: 0,0:11:27.34,0:11:29.52,Default,,0000,0000,0000,,to see through the biases of people
Dialogue: 0,0:11:29.55,0:11:32.33,Default,,0000,0000,0000,,and possibly even capture\Nsubconscious taste differences.
Dialogue: 0,0:11:32.69,0:11:37.00,Default,,0000,0000,0000,,And that's because we can now measure\Npeople's very first response to food
Dialogue: 0,0:11:37.02,0:11:38.84,Default,,0000,0000,0000,,before they've become conscious of it,
Dialogue: 0,0:11:38.86,0:11:42.03,Default,,0000,0000,0000,,and before they've started rationalizing\Nwhy they like it or not.
Dialogue: 0,0:11:42.48,0:11:44.65,Default,,0000,0000,0000,,We can measure people's\Nfacial expressions,
Dialogue: 0,0:11:44.68,0:11:47.17,Default,,0000,0000,0000,,we can measure where they're looking,
Dialogue: 0,0:11:47.20,0:11:49.20,Default,,0000,0000,0000,,we can measure their sweat response,
Dialogue: 0,0:11:49.22,0:11:51.62,Default,,0000,0000,0000,,we can measure their brain response.
Dialogue: 0,0:11:52.03,0:11:54.09,Default,,0000,0000,0000,,And with all these measures,
Dialogue: 0,0:11:54.12,0:11:56.46,Default,,0000,0000,0000,,we are going to be able\Nto create tastier foods,
Dialogue: 0,0:11:56.48,0:11:58.88,Default,,0000,0000,0000,,because we can measure\Nwhether people actually like
Dialogue: 0,0:11:58.90,0:12:00.64,Default,,0000,0000,0000,,that sugar-reduced milkshake.
Dialogue: 0,0:12:00.66,0:12:04.76,Default,,0000,0000,0000,,And we can create healthier foods\Nwithout compromising taste,
Dialogue: 0,0:12:04.79,0:12:07.56,Default,,0000,0000,0000,,because we can measure the response\Nto different sweeteners
Dialogue: 0,0:12:07.58,0:12:10.69,Default,,0000,0000,0000,,and find the sweetener that gives\Nthe response that's more similar
Dialogue: 0,0:12:10.71,0:12:12.00,Default,,0000,0000,0000,,to the response from sugar.
Dialogue: 0,0:12:12.03,0:12:14.70,Default,,0000,0000,0000,,And furthermore, we can just help\Ncreate healthier foods,
Dialogue: 0,0:12:14.73,0:12:17.70,Default,,0000,0000,0000,,because we can help understand\Nhow we actually sense food
Dialogue: 0,0:12:17.72,0:12:18.99,Default,,0000,0000,0000,,in the first place.
Dialogue: 0,0:12:19.53,0:12:22.20,Default,,0000,0000,0000,,Which we know surprisingly little about.
Dialogue: 0,0:12:22.59,0:12:25.92,Default,,0000,0000,0000,,For example, we know\Nthat there are those five basic tastes,
Dialogue: 0,0:12:25.94,0:12:28.19,Default,,0000,0000,0000,,but we strongly suspect\Nthat there are more,
Dialogue: 0,0:12:28.21,0:12:33.19,Default,,0000,0000,0000,,and in fact, using our EEG setup,\Nwe found evidence that fat,
Dialogue: 0,0:12:33.21,0:12:35.80,Default,,0000,0000,0000,,besides being sensed\Nby its texture and smell,
Dialogue: 0,0:12:35.82,0:12:37.09,Default,,0000,0000,0000,,is also tasted.
Dialogue: 0,0:12:37.55,0:12:40.93,Default,,0000,0000,0000,,Meaning that fat could be\Nthis new sixth basic taste.
Dialogue: 0,0:12:41.52,0:12:45.88,Default,,0000,0000,0000,,And if we figure out\Nhow our brain recognizes fat and sugar,
Dialogue: 0,0:12:45.90,0:12:47.22,Default,,0000,0000,0000,,and I'm just dreaming here,
Dialogue: 0,0:12:47.24,0:12:48.74,Default,,0000,0000,0000,,but could we then one day
Dialogue: 0,0:12:48.76,0:12:52.80,Default,,0000,0000,0000,,create a milkshake with zero calories\Nthat tastes just like the real deal?
Dialogue: 0,0:12:54.89,0:12:57.17,Default,,0000,0000,0000,,Or maybe we figure out that we can't,
Dialogue: 0,0:12:57.20,0:12:59.77,Default,,0000,0000,0000,,because we subconsciously detect calories
Dialogue: 0,0:12:59.79,0:13:02.57,Default,,0000,0000,0000,,via our receptors\Nin our gastrointestinal tract.
Dialogue: 0,0:13:03.14,0:13:04.54,Default,,0000,0000,0000,,The future will show.
Dialogue: 0,0:13:05.98,0:13:08.80,Default,,0000,0000,0000,,Our conscious experience of food
Dialogue: 0,0:13:08.83,0:13:13.79,Default,,0000,0000,0000,,is just the tip of the iceberg\Nof our total sensation of food.
Dialogue: 0,0:13:13.82,0:13:16.12,Default,,0000,0000,0000,,And by studying this total sensation,
Dialogue: 0,0:13:16.15,0:13:19.02,Default,,0000,0000,0000,,conscious and subconscious alike,
Dialogue: 0,0:13:19.05,0:13:23.56,Default,,0000,0000,0000,,I truly believe that we can make\Ntastier and healthier foods for all.
Dialogue: 0,0:13:23.58,0:13:24.73,Default,,0000,0000,0000,,Thank you.
Dialogue: 0,0:13:24.75,0:13:29.92,Default,,0000,0000,0000,,(Applause)