There’s probably no more dynamic food topic than protein and novel ingredients. Fast-paced technology gains already have ushered in protein revolution across virtually all plant-based sources. Likewise, new novel and cell-based protein technologies are edging even closer to marketplace prototypes.

Historically, research has recruited respondents based on what they claim to be true. But relying on people’s memory and integrity—both of which can be faulty—causes enormous discrepancies in data.