As AI floods the insights industry, Curion’s president argues that emotion, context, and lived experience remain the backbone of great product testing, and that ignoring data is often more about ego.
The Juicy Chat featuring Keren Novack: Why Human Truth Still Beats AI
Curion’s President, Keren Novack, recently sat down with Anne Kurtz from The Juicy Byte for a conversation about why human connection in product testing continues to matter, even as more companies turn to digital shortcuts.
Keren talks openly about the moments brands often overlook, like the expression on a person’s face, the hesitation before a second bite, the way context changes a reaction entirely, and why those signals still guide some of the most important product decisions.
One of her standout lines from the interview captures the heart of it:
“There’s nothing more valuable than that moment of human truth… the look, the reaction, the smile, the ‘this just feels right.’”
Keren also shares what happens inside teams when passion and data collide, how cultural framing can completely shift a product’s performance, and how Curion is using technology without losing sight of the people behind the insights.
Throughout the discussion, she highlights the balance between innovation and intuition, and why physical testing remains a cornerstone for brands that want to get it right.
If you’re interested in how real consumer experiences shape better product decisions and why human truth still matters, read the full interview.
Curious how human connection in product testing can strengthen your next launch?
Curion specializes in delivering impactful insights to the world’s top CPG companies, helping them develop winning, repeatedly purchased products. Curion’s deep data-driven product insights, sensory expertise, and state-of-the-art consumer centers enable them to uncover responses to critical client objectives. With over five decades of experience in the product testing industry, Curion is dedicated to guiding clients with their proprietary XP Xperience Performance platform, connecting brands to consumers at every step.
An innovator in the industry, Curion recently developed a groundbreaking benchmarking product testing method, the Curion Score™, which has become a trusted and sought after tool within the industry. As one of the largest product and consumer insights companies in the U.S., Curion has built a reputation for excellence and trust among the world’s leading consumer brands. Curion’s commitment to innovation and expertise, coupled with a passion for delivering actionable insights, makes Curion a valuable partner for companies looking to develop and launch successful products.