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That’s because investigating how olfaction works at the level of individual neurons required a delicate process allowed for recording of single neuron activity.

Some research suggests that “olfactory training” — practicing to improve your olfaction, or sense of smell — can actually improve your cognitive abilities.

The interdisciplinary group of experts in olfaction, psychology, ecology, public health, atmospheric science and other fields are based at institutions in the U.S., the U.K.,

The highly publicized event caught the attention of the weekly British magazine New Scientist, which points out in its latest issue that olfaction bypasses reason.

Ray is also the founder of another startup, Sensorygen, which works on the computational neurobiology of olfaction and taste.