Rebecca N. Bleibaum
President/Chief, Sensory Intelligence
Dragonfly SCI, Inc.
Over the past 30 years, Bleibaum has helped pioneer applications of sensory science to marketing and helped turn abstract academic research into practical reality across multiple industries. She has participated in the development or redesign of many successful products in multiple categories, from small startups to globally famous brands across many FMCG categories. Bleibaum has adapted sensory science methods to different cultures and markets across the world, identifying what consumers have in common and what differs by country, and optimized product attributes and features to increase consumer acceptance and repurchase rates of products across many categories. She has expertise in qualitative and quantitative research, including a wide variety of analytical and affective research tools. This includes discrimination and descriptive analysis, univariate and multivariate analysis techniques, in-person and online survey methodology, qualitative consumer immersion programs, focus groups, preference segmentation, cluster and factor analysis, CATA, packaging, labeling, and a wide variety of other consumer behavioral research techniques to help support national and global brands.
Bleibaum is co-developer and instructor of the UCDE "Applied Sensory & Consumer Science Certificate Program", a foundational program now in its 17th year. She also is a sensory science advocate through a variety of professional affiliations including Past Chair, ASTM International and a Founding Member of the Society of Sensory Professionals. She is co-author of “Sensory Evaluation Practices, 4th Edition”, by Stone, Bleibaum, and Thomas, 2012. Elsevier/Academic Press; co-author of "A Practical Guide to Comparative Advertising: Dare-to-Compare", 2017. Elsevier/ASTM (in Press). She joined the UC Davis leadership board in 2014.