There’s a great interview of anthropologist David Howes in the 14 September 2103 NewScientist (subscription access) about the role of synesthesia in marketing products.  Synestesia—the sense of mixing senses (experiencing color as a flavor, for example) is often portrayed as a special sense that all of us dabble in, but a select odd few (the Lolita author Vladimir Nabokov, for ex

Some of the best science stories seem to emerge in a three step process.  Step 1: Someone points out an error in your thinking, or you can’t let go of a nagging feeling that somehow you are wrong about what you think your data are telling you. Step 2: In a deep, and sometimes painful, exploration of what went wrong with your own analysis, you discover a systematic error in the way whole groups of researchers are thinking about the issue.  Step 3: The new story you are able to tell by looking at the data fresh turns out to be more interesting than the standard account.