Charting The Taste & Smell Landscape
A Public Health Survey
Research Team: Mindy Yang, Rachel S. Herz, Ph.D., and Martha R. Bajec, Ph.D.
A Silent Crisis: The Overlooked Senses
Taste and smell are among our most vital senses—yet they are chronically overlooked, underfunded, and underreported. Millions suffer in silence from disorders like anosmia and parosmia, with little recognition of their daily struggles.
These invisible losses affect far more than enjoyment. They can lead to malnutrition, depression, social withdrawal, and safety risks. And yet, we still lack the unified data needed to fully understand their behavioral, economic, and healthcare impact—on individuals and across entire populations.
At WTSA, we approach this gap with empathy and scientific curiosity. Our IRB-reviewed U.S.-based research initiative, developed in collaboration with leading scientists, seeks to uncover the true scope and impact of sensory loss from a human-centered, population-level perspective.
By listening deeply and collecting the stories, patterns, and insights that have gone unheard for too long, we aim to drive smarter interventions, inform policy, and elevate the role of taste and smell in public health.
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WTSA’s inaugural Taste & Smell research initiative is inspired by a previous survey-style study by Rachel S. Herz, Ph.D. and Martha R. Bajec, Ph.D., the original team behind "Your Money or Your Sense of Smell? A Comparative Analysis of the Sensory and Psychological Value of Olfaction," published in 2022. This enhanced and dynamic version, once again developed with Dr. Herz and Dr. Bajec, is spearheaded by WTSA Co-Founder and CEO Mindy Yang.
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Reclaiming Flavor: A New Frontier in Sensory Recovery
Smell is responsible for up to 80% of what we perceive as flavor—yet most people are unaware that flavor is primarily sensed retronasally, from within the mouth. When this pathway is disrupted, food can taste flat, metallic, or wrong, deeply affecting nutrition, identity, and joy.
An estimated 1 in 3 people will experience a taste or smell disorder in their lifetime, yet assessment tools remain outdated, and treatment options are limited. WTSA is partnering with Dr. Jonathan Overdevest of the Columbia University Smell Center at NewYork-Presbyterian to lead a clinical study focused on retronasal olfaction.
Together, we are developing new assessment, rehabilitation, and professional development modules to better understand how flavor is perceived—and how it can be supported, restored, and reimagined. This research explores flavor perception not just as a personal experience, but as a biomarker for brain health, nutrition, and quality of life.
Our goal is to advance health equity by creating accessible, evidence-based tools that empower clinicians, support underserved populations, and help people learn, recover, and reconnect—through flavor, memory, and care.
