Rheology is key to improving processing conditions, predicting product behavior, and designing storage and delivery methods. But misconceptions often prevent teams from unlocking its full potential.

This video series will dispel 5 common myths about rheology:

• I don’t need a rheometer, a viscometer is good enough
• Rheometers are difficult to operate
• Rheology data is hard to understand
• Rheology is only relevant for liquids & flow behavior
• All rheometers are basically the same

Will your paint stay put or drip down the wall? Does your low-fat cream cheese match the texture of the full-fat version? How do new ingredients impact texture and application under changing conditions?

Rheology holds the answers. This powerful technique helps researchers, developers, and engineers optimize formulations for performance and customer satisfaction. Yet, many labs hesitate to fully embrace it.

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