Grey Matter Elixir

Take a virtual field trip inside the minds of consumers

In a head-to-head taste test with identical sodas, we set out to discover if taste can be influenced by psychology. Through our experiments, we were able to alter people's seemingly subjective perceptions of taste through psychological triggers and cues. In the end, we were able to get our audience to unanimously prefer one soda over the other.

Brand Story

Find what happens when a soda is packaged in two different presentations. One with a strong brand story and one with none. Will the packaging affect the taste?

Social Proof

Do the opinions of other people have an impact on how a soda tastes? In this video, two identical sodas were presented in a taste test with one being praised by our group of secret actors.


If a soda is presented in different ways, can it affect its perceived value? We served the same soda in two different cups, one made from plastic and the other crystal. See what happens next.

System 1 & 2 Thinking

If you found out that a decision you made was wrong, would you stick by it even though it was proven wrong? It's all part of system 1 and system 2 thinking. See how we decide and then rationalize this social experiment.


See how psychology can impact your business.