What is Big Think?  

We are Big Idea Hunters…

We live in a time of information abundance, which far too many of us see as information overload. With the sum total of human knowledge, past and present, at our fingertips, we’re faced with a crisis of attention: which ideas should we engage with, and why? Big Think is an evolving roadmap to the best thinking on the planet — the ideas that can help you think flexibly and act decisively in a multivariate world.

A word about Big Ideas and Themes — The architecture of Big Think

Big ideas are lenses for envisioning the future. Every article and video on bigthink.com and on our learning platforms is based on an emerging “big idea” that is significant, widely relevant, and actionable. We’re sifting the noise for the questions and insights that have the power to change all of our lives, for decades to come. For example, reverse-engineering is a big idea in that the concept is increasingly useful across multiple disciplines, from education to nanotechnology.

Themes are the seven broad umbrellas under which we organize the hundreds of big ideas that populate Big Think. They include New World Order, Earth and Beyond, 21st Century Living, Going Mental, Extreme Biology, Power and Influence, and Inventing the Future.

Big Think Features:

12,000+ Expert Videos


Browse videos featuring experts across a wide range of disciplines, from personal health to business leadership to neuroscience.

Watch videos

World Renowned Bloggers


Big Think’s contributors offer expert analysis of the big ideas behind the news.

Go to blogs

Big Think Edge


Big Think’s Edge learning platform for career mentorship and professional development provides engaging and actionable courses delivered by the people who are shaping our future.

Find out more

Confirmed: The Room You Drink In Affects Your Drink

October 11, 2013, 11:30 AM

What's the Latest Development?

At a Scotch-tasting event in London, Oxford University researchers designed three rooms for a special kind of taste test. Each of the rooms -- "grassy," "sweet," and "woodsy" -- contained objects, scents, and sounds that would normally be associated with those qualities. The researchers then gave non-connoisseurs glasses of 12-year-old single-malt Scotch (The Singleton) and walked them through the rooms in consecutive order. In each room, the tasters were asked to rate the Scotch on several attributes, including taste and level of enjoyment. On average, the tasters gave different ratings for the same Scotch depending on the room they were in.

What's the Big Idea?

The Oxford study is one of a very few that confirm what foodies of all stripes already know: Many different factors contribute to a location's ambience, and sight, smell and sound are only three. The researchers purposely chose Scotch because it tends to have a more consistent taste, unlike wine, which can change from year to year. Most of the tasters thought the Scotch tasted best in the "woodsy" room. A paper describing the experiment was published this week in the scientific journal Flavour.

Photo Credit: Shutterstock.com

Read it at LiveScience


Confirmed: The Room You Dri...

Newsletter: Share: