DR. DANIEL M. ENNIS is the President of The Institute for Perception. Danny has more than 35 years of experience working on product testing theory and applications for consumer products. He has two doctorates, in food science and in mathematical & statistical psychology. He has published over 100 peer-reviewed papers and book chapters on mathematical models for human decision-making and was the first to show that humans possess a transducer in the chemical senses. Danny consults globally and has served as an expert witness in a wide variety of false advertising cases.