Curion Appoints Sean Bisceglia as Chief Executive Officer

Curion Appoints Sean Bisceglia as Chief Executive Officer 150 150 Katie Maslanka

Seasoned Executive Joins Leader in Sensory Evaluation Research

CHICAGO, IL—NOVEMBER 14, 2018—Curion, a leader in sensory and consumer product research, announced the appointment of Sean B. Bisceglia as Chief Executive Officer, effective immediately. Previous to Curion, Mr. Bisceglia held the Chief Executive Officer role in four previous companies over his 25 year business career. 

“Curion is an incredible company with a singular passion to serve their customers and their employees” said Mr. Bisceglia. “With some of the most recognizable global brands as our clients, I am excited to lead the company and continue to grow the customer base and product offerings. The growth will come from three key initiatives, including expanding our services within our blue chip customer base, acquiring new clients in innovative and emerging brands and expanding our world class panels.  We believe that the consumer insight sensory market is poised for disruption and are excited to roll out innovative products and service offerings in the near future.”

Mr. Bisceglia’s background in building companies, combined with his deep customer-centric relationships with Fortune 500 companies, will drive sensory panel expansion and will allow the company to continue to exceed the needs of its customers. Mr. Bisceglia will also leverage his leadership and expertise in recruiting technology to reach and engage more panelists.

Mr. Bisceglia’s business success began 25 years ago when he founded TFA, a technology-focused ad agency that achieved significant success. TFA was sold to Leo Burnett in 1998. After TFA, Mr. Bisceglia partnered with William Blair Ventures to acquire Corporate Project Resources, Inc (“CPRi”) where he doubled revenues in less than 2 years. In 2007, Mr. Bisceglia founded TalentDrive, where he formed one of the first technology-enabled staffing businesses in the industry. In 2013, Mr. Bisceglia founded and became CEO of Scout Exchange, a platform for marketplace recruiting that serves Fortune 500 companies. Most recently, Bisceglia served as an Operating Partner at Sterling Partners.


ABOUT Curion
Curion is a leader in sensory and consumer product research to top companies across the United States.  Curion pioneered many of the sensory methodologies considered to be today’s industry standards. Curion serves Fortune 500 and other blue-chip customers in the food & beverage, personal care, fine fragrance, and home & fabric care industries utilizing its testing facilities in California, Chicago, New Jersey, and Dallas, TX. Curion was formed with the merger of Q Research Solutions and Tragon Corp in 2018.


Lisa Spathis, Lisa Spathis Public Relations, Inc.,
(847) 831-1367

Curion adds 3 Sensory & Consumer Experts.

Curion adds 3 Sensory & Consumer Experts. 150 150 Katie Maslanka

Curion3 = Exponential Talent for Curion

We are very excited to add Anthony, Rebecca, and Sheri to our team!


Anthony Walton
 Sensory & Consumer Insights Manager 

Anthony puts his relationships with clients above all else, valuing a collaborative approach for all projects.  He comes to Curion with 11 years of experience in the market research industry, spanning both the supplier and client side of the aisle. Anthony has primarily focused in the food and beverage sector but also has experience in home and personal care.  Through a workbook of various methodologies, he has helped a number of Fortune 500 companies build and maintain successful portfolios.  From his experience working onsite for various clients Anthony has gained an appreciation for the nuances involved in working with cross-functional teams to answer project objectives for all business units involved.  Anthony holds a BS from Southern Illinois University at Carbondale.

Rebecca Maine
Senior Manager, Sensory & Consumer Insights

Rebecca’s tenured career experience in CPG companies provide her with a holistic understanding of the product development process. She has a proven track record of utilizing this background to construct sensory and consumer science programs to guide an array of product development initiatives. Rebecca relies on proven methods and innovative thinking to design tests that yield successful results. Rebecca holds an MS from the Pennsylvania State University and a Bachelor of Science from the University of Missouri-Columbia in Food Sciences with a heavy emphasis in her studies on sensory science.

Sheri Forzley
SVP, Consumer & Sensory Sciences

Sheri values a holistic approach to research incorporating various qualitative and quantitative methods to develop an insightful story with the data. It is her belief that this in-depth understanding of what drives consumer delight should be at the heart of all product design and product development efforts. Sheri comes to Curion with over 25 years of research experience. She has spent 15 years in global and regional leadership positions spanning categories from personal care to confections. Sheri received her PhD in Physiological Psychology from Texas Tech University, followed by a 3 year post-doctoral position at Monell Chemical Senses Center.

2018 SSP Conference

2018 SSP Conference 150 150 Katie Maslanka

2018 SSP Conference
September 26-28
Cleveland, Ohio

Tuesday September 25, 2018



The Curion Team raises a toast to celebrate our time together and SSP’s 10 Year Anniversary.




Wednesday September 26, 2018






We can’t resist a little sensory evaluation
of donuts and coffee.








we went out and explore the town together




We really enjoyed connecting with our sensory colleagues to share and discuss new ideas.




SSP is truly a great community and this year was extra special for Curion as we were able to showcase our new brand.




Our team presented four posters and watched our own Caryn Crawford in the Context Throw Down.

Leveraging context evaluations for product guidance

What plays a bigger role in purchase decision, the environmental context or the sensory characteristics of the product within the category (product context) ?



Sensory testing traditionally involves explicit, self-report ratings of products’ taste, smell, touch, etc. However, advances in psychology and neuroscience indicate that humans also react implicitly to such stimuli. In other words, we have automatic, nonconscious, System 1 responses.

Curion and Emotive Analytics collaborated to explore how targeted consumers implicitly reacted to and explicitly evaluated several product categories (both fragrance and food/beverage).

We used an adaptation of the Affect Misattribution Procedure (AMP) to study System 1 reactions to products. The AMP has amassed impressive credentials over the past 10 years in part because it does not rely on reaction time. AMP is an indirect method; meaning respondents are primed with a stimulus of interest then asked about something else.

Although most of the implicit and explicit feelings were consistent across the products, some were not. Both consistencies and inconsistencies informed go-or-no-go decisions, as well as potential improvements that were not meeting strategic emotional goals.

Diagnostic Descriptive Analysis

Many client companies are searching for a method that will quickly guide product development for prototype revision or for choosing products to move to the next research step.

Diagnostic Descriptive Analysis is a method created by the authors of Curion Quantitative Descriptive Analysis (QDA)®. DDA uses a condensed consumer based language allowing rapid and reliable decisions for the next stage of product development.


  • Curion’s Quantitative Descriptive Analysis (QDA)® is a behavioral descriptive analysis approach where panel members, who are users and likers of the category, measure a product’s sensory similarities and differences using the developed everyday consumer language.
  • Traditionally, QDA is conducted with product evaluations on-site. However many research objectives and categories (e.g. personal care products) necessitate evaluations in an off-site location [i.e. Home Use Testing (HUT)].
  • This research demonstrates how Curion QDA, typically conducted on-site, can be used for products traditionally evaluated in a Home Use Test.

A Qualitative Approach

  • Refining concepts and products during early innovation can prove to be a struggle for developers and marketers. Crafting a promising concept into a product that meets expectations, promotes trial and delivers on repeat purchase often involves trial, error, time, money and frustration.
  • Developers are often faced with:
    • Formulating a product experience to meet a concept with very little technical guidelines
    • Shorter timelines to launch
    • Less available resources for multiple rounds of consumer testing
  • In response to these needs, Curion created Qualitative Sensory Immersion (QSI)®, a sensory immersive technique which is qualitative in nature, steeped in sensory principles, and is constructed as an iterative approach.
  • This case study shows how a client was able to use QSI to engineer a refrigerated product which was satisfying and delivered on the freshness proposition.

Thursday September 27, 2018



We are profoundly grateful to the Society of Sensory Professionals & the city of Cleveland for hosting the 2018 SSP Conference!





To request information please contact Katerina Maslanka.

Curion is ready for 2018 SSP!

Curion is ready for 2018 SSP! 612 1008 Katie Maslanka

The team at Curion is super excited about participating in the upcoming 2018 SSP Conference in Cleveland.

We can’t wait to reveal our newly branded booth, display our poster presentations and participate in the “Context Throwdown.”

We’re looking forward to seeing and speaking with you in Cleveland. Stop by our booth #10, you might just get a charge out of it. Curious?


The Curion Team

Proven Methods. Fresh Thinking.

Curion Hosts the April NCIFT Event

Curion Hosts the April NCIFT Event 150 150 Katie Maslanka

Curion Hosts the April NCIFT Event at its San Francisco Facility

Redwood City, CA – Curion, LLC hosted the Northern California Institute for Food Technology event on April 12th at its San Francisco Metro area facility. Members from around Northern California came to learn more about Curion and Sensory & Consumer Research.

Stations were set up for attendees to put themselves in the consumers’ shoes and participate in various activities, including an in-booth consumer assessment test, an in-booth discrimination test, and the opportunity to interact with a QDA moderator. All activities were modeled similar to how actual respondents and panelists experience the sensory evaluation methodologies.

The highlight of the evening was the keynote address, which was delivered by Joel Sidel, a co-founder of Tragon – one of Curion’s predecessor companies. Sidel, a trained psychologist, and Dr. Herbert Stone, a food scientist, collaborated to understand consumer behavior and their responses to various sensory experiences. Together they defined the standard on advancing sensory evaluation as an industry method of measuring and understanding customer perception. From their work, Quantitative Descriptive Analysis (QDA) ® was born—a new way of understanding and using sensory evaluation. According to Sarah Choe, Curion’s Manager of Sensory & Consumer Insights, “This was a special opportunity for NCIFT members to hear about Joel Sidel’s perspective on the QDA methodology. Members were also able to ask questions regarding their industry applications of the method directly to Sidel himself, whose feedback is invaluable.”

NCIFT attendees also had the opportunity to explore the facility and follow a self-guided tour to learn about the history of sensory and consumer research, news and facts about Curion, and view Curion’s San Francisco facility.


Photogrophy Credits: Katerina Maslanka & Elaine Chow

Curion Announces the Opening of its New State of the Art Dallas Facility

Curion Announces the Opening of its New State of the Art Dallas Facility 150 150 Katie Maslanka

Dallas, Texas – Curion, LLC, announces the grand opening of its new Dallas area testing and sensory facility which is located in Irving, Texas. David Japhet, Curion’s CEO, stated that “This new facility broadens our coverage over 4 key US census areas, which includes New York, Chicago and San Francisco, providing our clients with a network of nationwide locations under the operational control and ridged standards of Curion, to ensure quality and reliability of their consumer and sensory testing.” 

According to Donald Tucker, Curion’s VP of Testing Operations, “the new location was specifically designed and engineered to ensure we can store, prepare and test all product experiences exactly to client specifications and testing needs.”  The kitchen area offers state-of-the-art open floor plan with a 20’ commercial hood, both gas and electric ovens and burners, walk-in cooler and freezer, Pitco-Frialator gas fryers, 10 microwave ovens that can be run simultaneously, flattop grill, ice machine, three compartment sink & commercial dishwasher. The hood and all of the kitchen hook-ups are designed so that clients can bring in specialized equipment to create “in-store” environments.

The focus room contains smart board technology and traditional white boards and can seat up to 20 panelists classroom style. There’s a comfortable focus group viewing area with translation equipment, HD recording and streaming, as well as a private viewing room for up to 15 client representatives where they can view the on-going research and work productively. Additionally, there are 30 sensory booths with a mirror-image of the respondent’s computer screen for client viewing during the testing.

The grand opening which was held on April 9th featured a ribbon-cutting ceremony and personal tours of the facility. Individuals who would like to schedule a private tour can contact Donald Tucker, Curion’s VP of Testing Operations at or by calling (708) 906-1875.

About Curion, LLC

Curion has a heritage of over 65 years in consumer and sensory testing, and offers specialized facilities in San Francisco, Dallas, Chicago, and New York City metropolitan areas with expertise in food, beverage, personal care, fine fragrance, and home & fabric care. Curion has pioneered many of the sensory consumer insight methodologies considered industry standards today, including Quantitative Descriptive Analysis (QDA)® and Partnership Solutions™.

Curion’s Brand Reveal Day

Curion’s Brand Reveal Day 150 150 thinkdm2
Curion is here! Our offices nationwide recently celebrated the launch of our new brand. Check out the gallery of images taken during our big day.

QRS-Tragon Announces Corporate Name Change to Curion

QRS-Tragon Announces Corporate Name Change to Curion 150 150 thinkdm2

Redwood City, CA. – Curion, formerly known as QRS-Tragon, has completed a comprehensive rebranding effort resulting from the merger of Q Research Solutions and Tragon Corporation.

“The ever-changing marketplace has created exciting new opportunities to transform how we deliver our sensory and consumer research services to our clients,” said David Japhet, Chief Executive Officer. “We began our mission last year to create a platform for developing innovative methodologies, acquire and retain the best talent in the industry and to build one of the largest sensory and consumer research suppliers in the US.”

Curio was a Roman orator and visionary in developing Rome’s first amphitheater. His life’s work was a mix of both fresh thinking and the establishment of a timeless icon. The branding team was inspired by the combination of these accomplishments and from this the name Curion is born – proven methods, fresh thinking.

Mr. Japhet summarized both the merger and the new branding by adding, “With this announcement, Curion reaffirms its steadfast commitment to provide our clients with innovative business solutions and consumer insights, while simultaneously expanding our resources and capabilities to meet the ever changing needs of our clients, whenever and wherever opportunities arise.”

More information can be found at Curion’s new website

ABOUT Curion

Curion has a heritage of over 65 years in consumer and sensory testing with over 85 dedicated employees and specialized facilities in San Francisco, Dallas, Chicago, and New York City metropolitan areas with expertise in food, beverage, personal care, fine fragrance, and home & fabric care. Curion pioneered many of the sensory methodologies considered industry standards today, including Quantitative Descriptive Analysis (QDA®) and Q Partnership Solutions (QPS). Like Curio, the orator, with his roots as an innovator, Curion continues to develop innovations such as RedJade®, a web-based software and real time reporting tool and qPOD®, a portable olfactory device revolutionizing the testing of scents and aromas.


Chris Marketo, EVP Sales & Marketing

2017 David R. Peryam Award Winner: Joel L. Sidel

2017 David R. Peryam Award Winner: Joel L. Sidel

2017 David R. Peryam Award Winner: Joel L. Sidel 770 500 thinkdm2

We are very pleased to share with you that on Wednesday, October 11, 2017, Joel L. Sidel was awarded the David R. Peryam Award by the ASTM Committee E18 on Sensory Evaluation to recognize outstanding professionals in the field of applied sensory science.

The award is granted to individuals who best exemplify the life and career of Dr. David R. Peryam and who possesses many the following attributes:

  1. Has made significant and sustaining contributions to the advancement of the field of Applied Sensory Science and to the utilization of the science by business and industry;
  2. Has made significant original contributions;
  3. Is widely published;
  4. Has shared knowledge of the field with others through papers, articles, seminars, mentoring, teaching, coaching, and consulting;
  5. Is or has been an active member of a professional society related to sensory and should have contributed to its growth;
  6. Has been involved in Community work;
  7. Has admirable personal characteristics such as humility and sensitivity to others;
  8. Has given time and efforts to students of sensory research and food science, either as a part-time teacher, guest lecturer, textbook author, or publisher;
  9. Is diverse – strong in business, applied science;
  10. Has made a career achievement.

Every one of these attributes certainly describes Joel.

Present at this award dinner from Curion to honor Joel were Rhoda Makled, Sarah Choe, Angie Ameerally, and David Japhet.

Please join me in proudly congratulating Mr. Joel Sidel for this much-deserved lifetime achievement award!


David Japhet