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People Science Builds Platform for Decentralized, Virtual Clinical Trials

Noah Craft, co-founder of People Science, is on a mission to make clinical research more modern, more human, and more powerful for everyone involved.

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By: Sheldon Baker

CEO, Baker Dillon Group

Dr. Noah Craft, MD, PhD, DTMH, is a physician-scientist-entrepreneur. He is the co-founder and co-CEO of People Science, the makers of CHLOE, the Consumer Health Learning and Organizing Ecosystem, an end-to-end technology solution to support decentralized human research. People Science is a people-forward software company and clinical research organization supporting the R&D of alternative, complementary, and complex medicines. Before launching People Science, he was the co-founder and CEO of Science 37, a transformative technology-enabled clinical research company that became a publicly traded company and a global leader in virtual clinical trials. He has published more than 50 peer-reviewed research manuscripts and holds multiple patents. Craft received a B.S. from Brown University and then completed medical school, residency in dermatology, and post-doctoral research at UCLA. 

Area Code 420 (AC 420): Please provide an overview of your clinical research services.

Craft: People Science is fundamentally rethinking how clinical research is done. For too long, conducting a study meant navigating a maze of logistics, high costs, and inaccessible systems. We believe that rigorous, meaningful research should be available to more people, not just pharmaceutical giants or academic institutions, but also wellness brands, ingredient suppliers, and communities who are innovating at the edges of health. That’s why we created Chloe, our end-to-end research platform. It’s the tool we always wished we had, one that simplifies everything from study design to data collection and participant engagement. With Chloe, running IRB-approved, decentralized trials becomes possible without the need for clinics, labs, or traditional CROs, unless our partners choose to include them.

My co-founder, Dr. Belinda Tan, MD, PhD, and I have spent years developing decentralized clinical trial models within the pharmaceutical industry, tackling challenges like recruitment delays, lack of diversity, and operational inefficiencies. With People Science, we’re bringing these solutions to the wellness and natural products world, a space that desperately needs better research frameworks but often lacks access to them.

Chloe supports both objective and subjective data collection, from wearables and CGMs to validated mental health surveys and real-time mood tracking. Participants can take part from the comfort of their own homes, using tools they already own or devices we provide. The result is a research process that’s not only scientifically rigorous but also human-centered, designed to meet people where they are. We support a wide range of study types, randomized controlled trials, feasibility pilots, observational cohorts, and we specialize in areas where science is moving fast but regulation and validation have lagged behind. Think nootropics, probiotics, cannabinoids, psychedelics, sleep science, metabolic health, and women’s health. These are the frontiers where bold innovation needs honest validation.

Beyond our platform, we also offer full-service clinical support: from protocol development and IRB submission to participant recruitment, data analysis, and even manuscript publication. Our clients range from global nutraceutical suppliers to academic labs, DTC wellness startups, and nonprofits working at the intersection of health and equity.

One of the things I’m most excited about is how we’re helping brands reconnect with the people they serve. With tools like Chloe, a company can invite customers into the research process: scan a QR code, share outcomes, see real impact. Brands and organizations no longer have to say, “trust us,” they can say, “here’s the evidence,” and invite their communities into the process. At its core, People Science is about making research more human, smarter, yes, but also more inclusive, more ethical, and more inspiring. We’re not just making trials easier to run. We’re making them matter more.

Chloe at the Heart of People Science

AC 420: Is your proprietary data collection tool Chloe (Consumer Health Learning and Organizing Ecosystem) your competitive advantage?

Craft: At the heart of People Science is Chloe, our proprietary platform that’s reimagining how clinical research is done in the real world. But Chloe isn’t just software. It’s an ecosystem, purpose-built to bring scientific rigor and participant-centered design together in a way that’s rarely been seen before. When we set out to build Chloe, we knew the clinical trial system needed more than a digital facelift, it needed a shift in philosophy. Traditional trials have long been structured around sites, systems, and sponsors. We flipped that model to focus first on the people at the center of the research, the participants. Everything Chloe does starts with making the study experience simple, transparent, and even enjoyable for them.

Through the Chloe app, participants can seamlessly join studies, follow guided tasks, sync their wearables, chat with researchers, track their own progress, and stay connected throughout the journey. The experience feels more like a wellness app than a medical form, and that’s intentional. Because when people feel seen and supported, they stick with it. We’ve seen retention rates above 90% and compliance around 94%, which is virtually unheard of in traditional research. But Chloe isn’t just built for participants. It’s a full-service engine for researchers, brands, and institutions. On the sponsor side, Chloe enables everything from protocol design and IRB management to real-time monitoring, data collection, and FDA-grade reporting. It handles objective data, from wearables, CGMs, labs, and even image uploads, as well as subjective measures like validated surveys, mood ratings, and digital journals. And all of it is HIPAA-secure, auditable, and designed to scale.

What sets Chloe apart, and yes, I do think it’s our competitive advantage, is that it wasn’t retrofitted from a pharmaceutical system. It was built from scratch to support a new kind of research: decentralized, participatory, consumer-friendly, and still deeply rigorous. It empowers participants to control their data and give meaningful consent. And because they can stay connected over time, we’re able to generate rich, longitudinal insights that go far beyond a single study. So, is Chloe our edge? Definitely. But more than that, it’s our ethos. We believe science can be both credible and inclusive. Chloe is how we bring that vision to life, making clinical research more modern, more human, and more powerful for everyone involved.

AC 420: What are the benefits Chloe might provide for a cannabinoid study?

Craft: Cannabinoids have enormous potential for improving health and wellness but researching them effectively has always been a challenge. The plant is complex, the formulations vary widely, and the regulatory environment can be restrictive, making traditional clinical trials slow, costly, and often out of step with how people actually use these products. That’s where Chloe comes in. Chloe brings cannabis research into the real world. Instead of limiting participation to clinics or labs, Chloe allows people to take part in studies from home, using the products in their natural routines. Researchers can track both subjective outcomes, like mood, pain, or sleep, and objective data from wearables, cognitive tools, and even biomarkers. This holistic approach yields richer, more relevant insights, while also making participation easier and more engaging.

What makes Chloe especially powerful for cannabinoid studies is its flexibility. It supports complex designs, from dose-timing studies to investigations of multiple cannabinoids or entourage effects. And because Chloe is built for decentralized research, it helps researchers navigate regulatory barriers by enabling prospective studies directly with consumers in legal markets, no clinic required. In short, Chloe turns cannabis research into something not only rigorous, but truly practical, science that meets people where they are, with tools built for how they live.

AC 420: How can consumers participate in your studies?

Craft: Participating in a People Science study is simple and empowering. It begins with downloading our app, Chloe by People Science, participants’ personal gateway to exploring health and wellness through evidence-based research, all from their own home.

Most people discover our studies through social media, communities they trust, or a QR code on a product they’re already curious about. If a study sparks interest, they’re taken to a brief eligibility screening. If they qualify, they can download Chloe, review the study details, and give informed consent, all securely, directly on their phone. There are no waiting rooms, no labs, no barriers. Once enrolled, Chloe becomes a supportive guide. It reminds participants when to complete tasks, syncs with wearables like Oura or Apple Watch, and collects health data through short surveys and digital tools. Participants don’t just contribute. They see their own journey unfold through real-time dashboards and personalized insights. At the end of the study, each participant receives a summary of their own results, what changed, how they responded, and what it might mean for their health going forward. In some cases, we even share how they compare to the broader study group, turning research into a personal learning experience.

Because Chloe was built with the participant in mind, people stay engaged. Our studies average over 90% retention and 94% task completion, rare numbers in clinical research. That’s because it doesn’t feel like a trial. It feels like a personal health journey, grounded in science. Whether someone is exploring a probiotic, a sleep aid, a nootropic, or even cannabinoids, Chloe makes it easy to get involved and meaningful to stay involved, turning everyday people into pioneers of modern wellness research.

AC 420: Within the cannabis and cannabinoid categories, what trends are you seeing (if any)?

Craft: Cannabis research is evolving rapidly and becoming more sophisticated in the process. What I’m seeing is a clear shift beyond just CBD and THC, toward a deeper exploration of lesser-known cannabinoids like CBG, THCV, and CBN. These compounds are now being studied in rigorous clinical trials targeting chronic pain, mood, neurological, and metabolic conditions. Some companies are even going upstream, using plant genetics to optimize minor cannabinoid production at the source, a trend we expect to grow.

Regulators are also catching up. With the FDA signaling more openness to cannabis-based medicines, and the possibility of federal rescheduling on the horizon, there’s growing momentum across both clinical research and product development. This shift could lower barriers for funding and open the door to broader medical acceptance.

Standardization is another important piece. The adoption of a 5 mg THC dosing unit is gaining traction, making research more reliable and comparable across studies. At the same time, we’re seeing exciting innovations in delivery methods, formulations that offer faster, more consistent onset, which is crucial for therapeutic applications.

Another trend I am hopeful to see more of is whole plant or whole flower research, rather than studying single molecules isolated from the plants. As Andrew Weil, MD, has suggested over the years, there is a great benefit to studying whole plants because they often contain many balancing components alongside the most abundant active principal compounds. We have had to learn hard lessons isolating single molecules from plants in the past (e.g., pure cocaine from the sacred coca leaves) and my hope is that rigorous research on whole plants like cannabis will lead to greater and more beneficial learnings.

On the wellness side, hemp-derived cannabinoids continue to grow in popularity, with brands increasingly using clinical evidence to support claims and earn consumer trust. And there’s a new layer emerging: interest from insurers who are beginning to evaluate not just clinical outcomes, but the potential cost benefits of covering cannabis-based therapies alongside or instead of traditional pharmaceuticals.

One trend I find fascinating is the early experimentation with combining cannabinoids alongside other medicines, including psychedelics, to enhance effects and reduce dosage needs. It’s a signal that researchers and practitioners are starting to treat cannabis not just as a standalone remedy, but as a tool within a broader integrative toolkit. As our tools for studying real-world use improve, I believe we’ll be able to unlock far more of the therapeutic potential hidden in this complex and remarkable plant.

AC 420: Within the past 18 months of conducting studies, has anything surprised you, particularly in relation to cannabinoids? Something that made you say, “Wow.”

Craft: The study that truly made me say “wow” came from an area we’re really excited about, and that’s probiotics. We looked at live, naturally occurring bacteria that produce GABA, a key neurotransmitter involved in calming the nervous system. This ingredient, made by Verb Biotics, was tested at two different doses against a placebo in people with mild to moderate anxiety. The results, published in Beneficial Microbes and highlighted in this press release, were incredible.

What stood out to me was how this safe, affordable probiotic significantly reduced stress and anxiety and even helped people sleep better, without any of the side effects you’d expect from medications with benzodiazepines like Xanax, Valium, or Ambien. This was a wow-moment for me having come from traditional pharmaceutical drug development.

In the cannabis world, our study with Phylos last year was a wow-moment for me. We studied the effects of THCV+THC (derived from their plant strain called Get Sh!t Done or GSD) compared to THC alone compared to placebo and found that the presence of THCV led to increased focus and motivation with decreased munchies. This is another reason I am excited to continue whole plant research in the future.

I’m convinced we will see similar breakthroughs in cannabis and cannabinoid research, helping educate both the public and policymakers about the safety and potential benefits of these complex plants. That kind of evidence can change the conversation, and that’s something I’m truly passionate about.

“If we could open up the research framework even a little, allowing for more applied science in real-world conditions, we’d not only unlock discoveries that could transform health and longevity, but also empower companies to innovate responsibly. It would give policy makers better data, help payers understand the economic value of these therapies, and offer the public credible, evidence-based information to guide their choices.”

— Noah Craft

Confronting Business Challenges

AC 420: What is the biggest challenge you and your organization are facing in today’s business environment?

Craft: I feel that one of the biggest challenges facing nutraceutical, botanical, and cannabis research today is the regulatory framework itself. FDA, DEA, and FTC restrictions make it difficult to conduct the kind of rigorous studies needed to substantiate health claims, especially for companies that can’t afford the $100 million price tag of the traditional prescription drug pathway. Many of the most promising natural products can only legally be studied in healthy participants, and even then, the window for allowable claims is narrow. That’s a real problem, because these products often have the potential to impact a broad range of medical conditions, but it is challenging to explore that in research, let alone talk about it publicly.

At the same time, if these solutions are going to stay accessible, they have to remain affordable, often under $100 a month. That limits how much companies can invest in science versus marketing, especially when the return on investment for research is uncertain due to regulatory constraints. If we could open up the research framework even a little, allowing for more applied science in real-world conditions, we’d not only unlock discoveries that could transform health and longevity, but also empower companies to innovate responsibly. It would give policy makers better data, help payers understand the economic value of these therapies, and offer the public credible, evidence-based information to guide their choices.

This isn’t just an industry problem, it’s a missed opportunity for public health. And if we can get the science and the policy aligned, the future of natural medicine could look very different, and far more impactful, than it does today.

AC 420: As co-CEO, what might keep you up at night?

Craft: As Co-CEO of People Science, what really keeps me up at night is the loss of trust people have in science, the very science that’s supposed to help us live healthier, longer lives. I truly believe that for science to serve us well, it needs to be transparent and inclusive. That’s why at People Science we’re focused on empowering both communities and individuals to take an active role in research. When people see firsthand how studies are designed, what questions we’re asking, and how natural products like cannabis or probiotics might impact their own health, it changes the relationship. They feel heard, respected, and part of something bigger.

I won’t pretend it’s easy. Science today is tangled up in politics, misinformation, and commercial agendas. It’s confusing, and that makes people skeptical. But I’m hopeful. With AI stepping into healthcare more and more, there’s an opportunity to ground those systems in real, transparent data from studies that people trust. If we can make sure that evidence guides AI health advice, then not only do we rebuild trust in science, but we help people make better choices every day.

This mission isn’t just what drives People Science, it’s personal to me. We define science as the way humans organize our knowledge to uncover the hidden potential of nature. I believe it’s the path forward for better health, smarter innovation, a feeling of connectedness, and a more meaningful relationship between science and the people it serves.


About the Author: Sheldon Baker is a full-time freelance writer who covers health and wellness and other fun topics for Nutraceuticals World, Rodman Media, and other publications. He’s based in Northern California near Yosemite National Park, and enjoys exploring worldwide destinations, especially New York City, Mumbai, India, and Sydney, AU. He’s also happy to hang out at home with his wife and the many young foster children in their care. Send him an email at sbaker@bakerdillon.com.

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