 |
|
      |
NewsBehavioral Science Research Firm Sentient Decision Science Hires VP of Operations Portsmouth, N.H., January 3, 2012 -Sentient Decision Science, a leading provider of advanced market research methods, today announced that Marcia Foley has joined the company as Vice President of Operations. In this role, Foley is responsible for Sentient's business and research execution process. "Marcia is an experienced client services and operations executive with particular strengths in program and project management, materials, logistics and distribution," said Chief Behavioral Scientist Aaron Reid, Ph.D. of Sentient Decision Science. "These skills will benefit Sentient clients and staff tremendously as we further our leadership in bringing the best of the behavioral sciences to the business community." With more than 30 years of experience in client services, Foley joins Sentient from geoVue, where she served for five years as Vice President of Client Services and Operations, responsible for client services, production, operations training and technical support. Previously she worked for nine years at Mobility Services International as Vice President of Operations. Other experience includes management roles at Pro CD/Acxiom, DiskCopy and Digital Equipment Corporation.Foley holds bachelor's and master's degrees in business from Simmons College. She is a member of the Project Management Institute of New Hampshire. About Sentient Decision Science Sentient Decision Science, Inc. is a leading consumer consultancy and provider of behavioral science research methods for businesses that want to better understand the true drivers of their customer and prospect preferences and thereby achieve unrivaled business advantage in their market. The Sentient Decision Science research approach works at the intersection of behavioral science, market research and its clientsÕ key business objectives. The end result is clear, incisive recommendations that provide a strategic advantage in the marketplace by tapping into the conscious and subconscious drivers of consumer behavior. Sentient Decision Science's Automatic Brand Association methodology is the first in the industry to quantify gut feelings by tapping the consumer subconscious and emotional associations with brands. Sentient Decision Science has a broad client base in retail, consumer packaged goods, home electronics and financial services. For additional information, please visit Sentient Decision Science. Follow Sentient Decision Science on Twitter or visit our Blog.
2012 Market Research Trends and Predictions Issued by Sentient Decision Science Portsmouth, N.H., December 20, 2011 -Sentient Decision Science, a leading provider of behavioral insight and advanced market research methods, today issued trends and predictions that will shape how businesses and the market research industry will work together in 2012. According to Behavioral Scientist Aaron Reid, Ph.D. of Sentient Decision Science, "The future of marketing can be found today in the behavioral sciences. As businesses rally to become increasingly customer-centric, they are tapping into advanced research methods to better understand the true drivers of their customers' behavior. Early adopters find that understanding the emotional foundations of decision-making, revealed through various behavioral science techniques, provide them with a level of specificity that empowers them to make better decisions, offer services that customers truly want and provide concrete business results." Dr. Reid sees the following on the horizon:
"In sum, we are at a defining moment in the evolution of the market research industry," said Dr. Reid. "As long as the behavioral sciences continue to advance human understanding of the fundamental drivers of behavior, the future of market research will be found in those insights."
PepsiCo and Sentient Decision Science Win Prestigious EXPLOR Award at TMRE Orlando, Fla., November 8, 2011 - At the Institute for International Research’s "The Market Research Event" (TMRE) earlier today, PepsiCo and Sentient Decision Science, Inc. achieved one of the industry’s highest honors, the EXPLOR award, recognizing breakthrough innovation in technology as applied to market research. Will Leach, director, strategic insights, PepsiCo, and Aaron Reid, Ph.D., chief behavioral scientist, Sentient Decision Science, will provide an overview of their award-winning entry—Hedonic Bundling: How Applied Choice Architecture Taps into Shopper Subconscious Motivations—at TMRE at 10:30 a.m. today in Celebration Room 12-13 of the Peabody Hotel A world-class judging team selected PepsiCo and Sentient Decision Science as the most compelling, high impact example of innovation and technology advancing research and more specifically, the insights process. There was an elite field of award contenders, including finalists Hewlett-Packard and Microsoft. Chuck Miller, DMS, chief research officer of uSamp, the founder and sponsor of the annual EXPLOR competition, said, "PepsiCo and its research partner Sentient Decision Science pushed the boundaries of market research with their work in hedonic bundling, and the drivers of shopper behavior that consumers can’t or won’t tell us. As a result of their multi-pronged research, PepsiCo and Sentient were able to drive significant impact to product strategy within PepsiCo that made them the natural winner of this year’s EXPLOR award." Will Leach said, "Insights gained through our comprehensive research approach enabled us to develop a novel application of promotional strategy within our product lines. To our knowledge, this is the first combination of a decision science research method with a specific shopper choice architecture principle to produce game-changing insights on promotion tactics. The EXPLOR award is a significant achievement for us and recognizes our innovation and efforts to better understand our consumers." Aaron Reid, Ph.D., added, "This study provides additional evidence that emotion is quantifiable and when measured using these techniques can be dropped into the same statistical predictive models as traditional data. That’s part of the beauty and power of these methods. Not only are we capturing subconscious emotional data from shoppers, but also it is quantitative and representative of our target populations. Thus we can still use highly powerful predictive analytics—we now simply have better data going into the models. "The future of marketing can be found today in the behavioral science literature. We simply pluck those insights, apply our advanced implicit emotional measurement technology, and produce practical and accessible research solutions that can be completed well within typical project budgets. We’re thrilled to be recognized for these innovations, as we continue to strive to move the market research industry forward," Reid concluded.
Samantha Linnell Joins Sentient Decision Science Portsmouth, N.H., October 20, 2011 – Sentient Decision Science (www.sentientdecisionscience.com), a leading provider of behavioral science research methods, today announced that Samantha Linnell has joined the organization as administrative assistant. In her role, Linnell will perform a variety of general office and administrative duties, including scheduling and recruiting participants for the Sentient Decision Science Consumer Subconscious Laboratory. The lab, which opened in mid-2010, conducts a wide variety of neuromarketing and behavioral science research, including methods such as EEG and skin conductance response. Linnell earned a bachelor of arts in geography/anthropology with a concentration in cultural anthropology and a minor in art history from the University of Southern Maine in May 2011.
Sentient Decision Science Appoints Faith James as VP of Strategic Marketing Sentient Decision Science Appoints Faith James as VP of Strategic Marketing Portsmouth, N.H., September 27, 2011 – Sentient Decision Science, Inc. (www.sentientdecisionscience.com), a leading provider of behavioral science research methods, today announced that Faith James has been appointed Vice President of Strategic Marketing. James, formerly a senior brand strategist for Sentient, brings 20+ years of strategic marketing experience to Sentient’s clients in retail, consumer packaged goods and financial services. In this newly created post, James will be responsible for counseling clients on how to effectively build their brand based on research garnered through the behavioral sciences. Sentient Decision Science is known for its ground-breaking work in tapping into the consumer subconscious to discover the true drivers of behaviors, and large- and medium-sized businesses in particular have successfully applied the findings of Sentient’s research to achieve higher levels of business performance and unrivalled business success. “Faith brings a breadth of research and brand experience to Sentient that clients find immediately valuable,” said Aaron Reid, Ph.D., Chief Behavioral Scientist at Sentient Decision Science. “Her experience from a strategic branding perspective, coupled with her research knowledge gained through years as a brand/research consultant, is an asset to clients who strive to hone their brand image, better know their customers and develop products and services that fit them best. In this new role, Faith will work strategically with clients across all our focus areas -- retail, consumer packaged goods, financial services, among others -- and build programs that map Sentient’s best thinking with our clients’ business objectives.” James will leverage extensive experience in both vendor and agency marketing and branding. Prior to joining Sentient, James was Principal of The James Sphere, a brand strategy and marketing research consultancy. She worked with a range of clients across a variety of industries such as CPG, retail, financial services, advertising and public relations. Previously she was Chief Strategy Officer for Hunt Adkins and prior to that, she held increasingly responsible positions in advertising on both the vendor and agency level, servicing some of the largest brands in the world. She holds a bachelor’s degree in communications with a minor in psychology from The City University of New York - Hunter College. James is a member of the Qualitative Research Consultants Association (QRCA), a member of the Minnesota Arts Institute Critique Panel and President of Krieger Creative Group Board.
Sentient Decision Science’s Aaron Reid to Speak at FutureM Conference in Boston Portsmouth, N.H., September 14, 2011 – Sentient Decision Science, Inc. (www.sentientdecisionscience.com), a leading provider of behavioral science research methods, today announced that Aaron Reid, Ph.D., Chief Behavioral Scientist, will be a presenter at this week’s prestigious MITX FutureM Conference. With Neal Boornazian, President/CEO and Nancy Harhut, Chief Creative Officer, both of the Wilde Agency, Dr. Reid will speak on the topic of “Automatic Action: How to Use New Insights about Human Behavior and Decision-Making.“ The presentation will be held Thursday, September 15, from 8:30 a.m. - 10:30 a.m. in CSN Stores, 177 Huntington Avenue, Suite 6000, Boston, Mass. Dr. Reid is a sought-after speaker and pioneer in uncovering the true drivers of consumer behavior. Understanding these drivers, or automatic behaviors, can help businesses determine motivation and drive toward increased marketing and business effectiveness. Attendees will learn through case studies and examples how the latest thinking in the behavioral sciences can be applied to their own marketing challenges in order to achieve unrivalled business performance. MITX’s FutureM is a week-long, intellectual and creative event experience on the future of marketing held in and around the Greater Boston area. Featuring marketing thought-leaders, panel discussions, demos, meet-ups and more, FutureM engages the marketing community in a range of timely topics such as technology and the media, industry best practices and game-changing intelligence and insights. For more information or to register, please visit http://futurem.org/.
Sentient Decision Science’s Aaron Reid to Speak at CEO Club of Boston Portsmouth, N.H., July 26, 2011 – Sentient Decision Science, Inc. (www.sentientdecisionscience.com), a leading provider of behavioral science research methods, today announced that Aaron Reid, Ph.D., Chief Behavioral Scientist, will speak at the CEO Club of Boston. His talk entitled “The Keys to Discovering the True Drivers of Consumer Behavior" will address the latest research techniques coming out of the behavioral sciences and help CEOs better understand the role the subconscious makes in consumer decision-making. The CEO Club meeting will take place on Thursday, July 28, at the Woodland Golf Club in Newton, Mass. starting at 7:00 a.m., with Dr. Reid speaking at 10:50 a.m. About the Chief Executive Officers’ Club The Chief Executive Officers’ Club provides opportunities for CEOs to expand their network of CEO contacts and receive information that could prove critical to their organizations. The Boston Chapter of the CEO Clubs International, Inc. is one of four regional U.S. and four international chapters of a non-profit, educational organization headquartered in New York City. For more information, please visit http://www.ceoclubofboston.org/.
Sentient Decision Science’s Paul Conner to Address the Institute of Food Technologists Topic: Using Emotions to Deliver Great Products to Market Portsmouth, N.H., June 9, 2011 – Sentient Decision Science, Inc. (www.sentientdecisionscience.com), a leading provider of behavioral science research methods, today announced that Paul Conner, Vice President of Behavioral Science, will speak next week at the Institute of Food Technologists (IFT) Annual Meeting and Food Expo in New Orleans. His talk, which focuses on using emotions to deliver great products to market, will be held Monday, June 13, from 10:30 - 10:55 a.m. in room 293 of the New Orleans Morial Convention Center. “IFT brings together leaders in the food industry, academia and government,” said Aaron Reid, Ph.D., Chief Behavioral Scientist, Sentient Decision Science. “By tackling some of the issues around emotion and the subconscious drivers of consumer behavior around food, these leaders can have keen, fresh insight into consumers and deliver products that closely meet their needs. “Paul’s a natural choice to lay the groundwork -- his pioneering work in emotion and implicit research advanced the research industry’s understanding of human behavior, and has repeatedly delivered significant value to clients across many industries,” Dr. Reid concluded.
Sentient Decision Science Hires VP of Behavioral Science Founder and CEO of Emotive Analytics, Paul Conner, Joins Firm Portsmouth, N.H., May 23, 2011 – Sentient Decision Science, Inc. (www.sentientdecisionscience.com), a leading provider of behavioral science research methods, today announced that Paul Conner has joined the company as Vice President of Behavioral Science. Conner brings 30 years of advanced market research and consulting expertise to the company, honed through his experience at the helm of two market research companies as well as senior posts in corporate research and services firms. “Paul is a true industry pioneer. The implicit research techniques he developed at Emotive Analytics have advanced our industry’s understanding of how emotion influences consumer behavior, and have provided a significant strategic advantage for his clients in the marketplace,” said Aaron Reid, Ph.D., Chief Behavioral Scientist at Sentient Decision Science. “With Paul as a VP of Behavioral Science, and the expansive resources that Emotive Analytics brings to the firm, we have added substantial value for our growing client base of Global 2000 companies. Consumer and shopper insights teams are hungry for our advanced methods, and with Paul’s expertise in emotion and implicit measures, we ensure that we will continue to provide unrivaled insight to set their products and brands apart in the marketplace.” As Vice President of Behavioral Science, Conner will conceive, design, and direct the execution of advanced studies, and play a vital role in the development of new behavioral science techniques. Conner will leverage his extensive industry background in advertising, packaged goods, restaurants, healthcare and telecommunications along with his depth of experience with advanced qualitative and quantitative techniques that tap the consumer subconscious. Conner joins Sentient Decision Science from Emotive Analytics, where he was founder and CEO. Prior to founding that company in 2003, Conner was Vice President of Market Research for Charter Communications. In the 1990s, he founded Applimation to focus on highly actionable research methods. Previous experience includes positions at Barnes Hospital, MARC Inc., D’Arcy Masius Benton & Bowles and Ralston Purina. Conner has been published in leading research publications and is a frequent speaker at research conferences. Conner holds a master of science in social psychology from Texas A&M University and a bachelor of arts in psychology from the University of Missouri.
Noted Behavioral Scientist Aaron Reid, Ph.D., to Speak on Consumer Subconscious at QCRI 2011 Dr. Reid to discuss the latest in neuroscience at this international research conference, his third speaking engagement in less than a month Portsmouth, N.H., April 6, 2011 – Sentient Decision Science, Inc. (www.sentientdecisionscience.com), a leading consumer psychology consultancy and provider of behavioral science research methods, today announced that noted Behavioral Scientist Aaron Reid, Ph.D., will be a featured speaker at the Qualitative Consumer Research Insights (QCRI) 2011 Conference taking place this week in Sliema, Malta. Dr. Reid’s talk, “Mapping the Consumer Mind: Discovering the True Drivers of Behavior Through Neuroscience,” will focus on cutting-edge hybrid research approaches that predict consumer behavior including qualitative and quantitative research and methods that measure subconscious reaction to brands, products and advertising. Dr. Reid is a sought-after speaker at research industry conferences and lead contributor to Sentient Insight, a behavioral science industry blog. His presentation Thursday at QCRI 2011 builds upon two industry presentations he gave at the Second International Colloquium on Consumer-Brand Relationships and the American Marketing Association Boston meeting last month. Sentient Decision Science (SDS), is fast gaining attention for several proprietary research approaches drawn from psychology, anthropology, behavioral economics and neuroscience that combine to deliver data that accurately predicts sales, inventory demand and marketing effectiveness especially in the consumer packaged goods, retail, home electronics and financial services industries. With its client First Command Financial Services, SDS was recognized this week with a 2011 Bulldog Award for Excellence in Media and Public Relations.
Sentient Decision Science Hires Behavioral Scientist Yi Zhang, Ph.D., as Director of Subconscious Research Lab Portsmouth, N.H., February 14, 2011 – Sentient Decision Science, Inc. (www.sentientdecisionscience.com), a leading consumer psychology consultancy and provider of behavioral science research methods, today announced that Yi Zhang, Ph.D., has joined the company as Behavioral Scientist and Director of the Subconscious Research Lab. In making the announcement, Aaron Reid, Ph.D., Founder and Chief Behavioral Scientist at Sentient Decision Science, said, “The future of market research is behavioral science. Yi brings significant expertise in applying implicit behavioral and neuroimaging measures to our company. Her years of research experience in cognitive neuroscience and social psychology will help continue our efforts to lead the business research industry into the future.” In her new role, Dr. Zhang will further Sentient’s work in consumer subconscious research and develop advanced applied research design for individual studies. In addition to directing lab studies and data analysis, Dr. Zhang will also expand Sentient’s work translating research from the behavioral science literature into practical applied methods. The Sentient Decision Science Consumer Subconscious Research Lab, which opened in mid-2010, conducts a wide variety of neuromarketing and behavioral science research, including methods such as EEG and skin conductance response. “The lab is a powerful tool in helping companies connect more personally with their customers and delivering products and services that really benefit them,” said Dr. Reid. “We conduct primary research into automatic brand associations, and discover the triggers of consumer choice. We know that emotion is quantifiable and at its essence is the foundation of consumer choice. Under Yi’s direction, the lab will help us drill down even further into the decision-making process to discover fundamental human truths,” Dr. Reid continued. Dr. Zhang is well-equipped for this role. She completed her master’s degree and Ph.D. in social psychology at Brandeis University. Her research expertise lies at the intersection of social psychology principles and neuroimaging techniques. While at Brandeis, Dr. Zhang earned a number of academic awards and fellowships, and worked in several research areas, including the Cohen Center for Modern Jewish Studies. She graduated from Peking University in China with a bachelor of science in life science. Her publications include:
Amanda Delanoy Joins Sentient Decision Science as Analyst Portsmouth, N.H., February 3, 2011 – Sentient Decision Science, Inc. (www.sentientdecisionscience.com), a leading provider of behavioral insight and advanced market research methods, today announced that Amanda Delanoy has joined the company as an analyst. Delanoy is responsible for data analysis on consumer behavior for Sentient’s clients in the consumer packaged goods, retail and financial services arenas. Dr. Aaron Reid, Founder and Chief Behavioral Scientist, Sentient Decision Science, said, “Amanda brings to our market research team analysis and client service experience across several industries, including airlines, hospitality, tech, financial services, athletic apparel, consumer packaged goods and more. She has strong experience analyzing the media’s perception of various clients and their competitors, which will be valuable to our clients as they strive to build their brands and understand the drivers of their key customer audiences.” Previously, Delanoy served as media research analyst for Cision, Inc., a provider of software tools and services for the public relations and media industries. She also worked as a brand expert at The Gap and as an advertising coordinator at the Columbia Missourian. Delanoy holds a B.A. in business administration from the University of New Hampshire.
Brendan Cooney to Speak at Market Research Bulletin Webinar Thursday, January 27 Industry Veteran to Share Tips for Successful Hybrid Research Portsmouth, N.H., January 24, 2011 – Sentient Decision Science, Inc., (www.sentientdecisionscience.com), a leading provider of behavioral insight and advanced market research methods, today announced that Brendan Cooney, director of research, will speak this Thursday in a webinar hosted by Market Research Bulletin, a member-driven online bulletin board connecting marketing, advertising, research, consulting and strategy professionals around the world. The webinar is entitled “Integrating Hybrid Research to Uncover B2B Advocacy,” and will be held Thursday, January 27 at 2:00 p.m. ET. Cooney, who has more than 13 years of marketing research experience, including qualitative and quantitative methodologies, research design, brand positioning, ad testing and more, will share seven strategies that can ensure successful integration of people, learning and insights when conducting a multi-phased research study. Missing an integration point along the way can potentially thwart an entire study. According to Cooney, “In my talk, ‘Hybrid Methodology Research: Integration Strategies that Work,’ we’ll focus on helping qualitative researchers – often the first researchers in the mix in a hybrid study – take ownership of the integration process. Yet, these strategies can be easily applied to any market researcher and any type of market research that utilizes a hybrid approach.” To register for the webinar, please visit https://jsmartininc.webex.com/jsmartininc/onstage/g.php?t=a&d=662873769.
Noted Behavioral Scientist Aaron Reid, Ph.D., of Sentient Decision Science Releases 2011 Trends and Predictions Market research industry continues transformation as business world searches for consumer-centric focus and insight on the subconscious drivers of behavior Portsmouth, N.H., December 14, 2010 – Noted Behavioral Scientist Aaron Reid, Ph.D., founder of Sentient Decision Science (www.sentientdecisionscience.com), a leading provider of behavioral insight and advanced market research methods, today predicted the 2011 trends that will continue to transform the research industry and help shape the customer agenda for Global 2000 brands. Dr. Reid, a sought-after speaker at international research industry conferences and lead contributor to Sentient Insight, a behavioral science industry blog, predicted a future for the industry that will be rapidly influenced by the insights coming out of the behavioral sciences. “The future of market research is behavioral science,” said Reid. ”In 2011, the companies with the real competitive edge will be those that have had the foresight to apply the visionary advances from the behavioral sciences to ways they understand and engage with their customers.” Key 2011 trends and predictions include:
“Increasingly, companies recognize that market research is no longer business as usual. Instead, it is a competitive advantage that opens up new levels of understanding and engaging with their stakeholders in ways previously unimaginable,” concluded Reid.
Aaron Reid, Ph.D., of Sentient Decision Science to Speak at Marketing Research Association Webinar Leading behavioral scientist to talk about “Levels of Explanation: Tapping the True Drivers of Behavior” at 1:00 p.m. on 12/1 Portsmouth, N.H., November 29, 2010 – Sentient Decision Science (www.sentientdecisionscience.com), a leading provider of behavioral insight and advanced market research methods, today announced that Aaron Reid, Ph.D., Founder and Chief Behavioral Scientist, will speak at a Marketing Research Association’s webinar this week. His talk, “Levels of Explanation: Tapping the True Drivers of Behavior,” will occur on Wednesday, December 1, from 1:00 p.m. – 2:00 p.m. ET. To register for the webinar, please visit www.mra-net.org/education/description.cfm?edid=395. In his presentation, Dr. Reid will discuss how to produce research that informs clients’ businesses and increases their bottom-line. Through several meaningful case studies, he’ll discuss how a clothing designer’s collection was put on the road to success, a major CPG company spurred new product innovation, and a casual dining restaurant changed its messaging – all because they sought a deeper level of explanation with their research methods. About the Marketing Research Association
Aaron Reid, Ph.D. and Stacy Graiko of Sentient Decision Science Speak About Consumer Subconscious Research at ESOMAR Conference November 17 Behavioral scientist and market researcher offer insights to help businesses uncover the true drivers of behavior Portsmouth, N.H., November 12, 2010 – Sentient Decision Science, a leading provider of behavioral insight and advanced market research methods, announced that Aaron Reid, Ph.D., Founder and Chief Behavioral Scientist, and Stacy Graiko, Vice President of Research and Brand Strategy, will speak at the ESOMAR Qualitative 2010 Foresight on Moods and Thoughts Conference in Barcelona, Spain. Their talk, “Shape the Future with ‘Future Shapers’ and Cutting-Edge Hybrid Research Techniques,” will occur on November 17. Reid and Graiko will discuss the inner workings of the consumer mind and cover a wide scope, from the latest neuromarketing methods to the steps to integrate early-stage qualitative discovery in research and follow-up research. According to Reid, “How we measure consumer reactions to products at the subconscious level is highly predictive of in-market sales. Our presentation will include cutting-edge research methods for predicting consumer behavior and measuring subconscious response. We have raised the bar in market research, and we’ll share an in-depth case study that illustrates how the integration of behavioral science and market research can bring unrivaled insights and performance to the business world.” ESOMAR (www.esomar.org) is the world organization for enabling better research into markets, consumers and societies, and has more than 4,600 individual members in over 100 countries.
Jeremiah Messer Joins Sentient Decision Science as Senior Analyst Talented pro brings advanced data analysis and decision science to leading behavioral insight and market research firm Portsmouth, N.H., October 12, 2010 – Sentient Decision Science (www.sentientdecisionscience.com), a leading provider of behavioral insight and advanced market research methods, today announced that Jeremiah Messer has joined the company as Senior Analyst. In this post, Messer will design and oversee advanced data analysis on consumer behavior for Sentient’s clients in the consumer packaged goods, retail and financial services arenas. According to Dr. Aaron Reid, Founder and Chief Behavioral Scientist, Sentient Decision Science, "As more clients realize that the future of market research is behavioral science, they chose Sentient because of our ability to help them uncover the true drivers of their customers’ behavior. Jeremiah possesses the unique trait set of creative thinking coupled with substantial depth of thought that is central to the success of our analyst team. Jeremiah’s creative analytics, problem solving and sophisticated web programming skills are critical to our clients as we work in step with them to provide the right research that leads to unrivalled business performance. He is a tremendous addition to the team.” Messer brings over five years of market research experience to Sentient Decision Science. Immediately prior to joining Sentient, Messer worked as an analyst in the industry, completing hundreds of projects for small business and enterprise clients. Messer holds a B.A. from Middlebury College.
Stacy Graiko of Sentient Decision Science Appointed to Advisory Board of Market Research Bulletin Industry Veteran Joins Board to Advise Membership of Largest Professional Research Social Media Community Portsmouth, N.H., August 13, 2010 – Sentient Decision Science (www.sentientdecisionscience.com), a leading provider of behavioral insight and advanced market research methods, today announced that Stacy Graiko, vice president of research and brand strategy, has been appointed to the newly created advisory board of the Market Research Bulletin (MRB), the largest social media community devoted to professional research. Graiko will chair MRB’s Qualitative Research LinkedIn sub-group and co-chair its Ethnography special interests group. According to Jon Leiman, president and CEO, Market Research Bulletin, “MRB is committed to maintaining an open forum for research professionals to socialize, share ideas and perspectives, openly debate issues facing the research industry, learn industry best practices and network. We have formed an advisory board to guide our membership to resources, information and expertise, and Stacy’s deep background in qualitative and hybrid research, marketing and branding will help us bring a broad range of perspectives and thought leadership to our community.” At Sentient, Graiko leads the qualitative research and brand strategy group, contributing qualitative expertise to the design and execution of custom hybrid research solutions. She has 20 years of research and marketing experience helping to uncover the emotional insights that motivate consumers to buy. She conducts qualitative research and is a certified focus group moderator, ethnographer and brand strategist. In addition to her advisory board role with the MRB, Graiko belongs to a number of professional research associations and serves on the board of the New England Market Research Association. Graiko has a B.A. degree with a focus on psychology and communications. About the Market Research Bulletin
Stacy Graiko appointed to board of New England Marketing Research Association Chapter’s Role to Help Bring New England’s ‘Knowledge Economy’ Insights to the Forefront of the Marketing Research Association Portsmouth, N.H., July 7, 2010 – Sentient Decision Science (www.sentientdecisionscience.com), a leading provider of behavioral insight and advanced market research methods, today announced that Stacy Graiko, vice president of research and brand strategy, has been appointed to the board of the New England Marketing Research Association (NEMRA). According to Graiko, “There is great synergy between Sentient’s mission to bring the visionary advances from the behavioral sciences to the business community in a practical and accessible format, and NEMRA’s position as a forward-thinking chapter in the national Marketing Research Association. As a NEMRA board member, I look forward to working with both board leadership and general membership to leverage the best of both worlds to further leading edge research methods on a national level.” Anthony Fruzzetti, president of NEMRA and associate professor at Johnson & Wales University, said, “Since NEMRA is located in the heart of New England’s ‘knowledge economy,’ we bring a unique and valuable perspective to our national organization, the Marketing Research Association, and to the research industry as a whole. Stacy’s deep expertise in qualitative research will be invaluable as we help shape the direction of our industry. In addition, her branding and social media acumen will be key in helping us communicate our brand more effectively across the region, particularly in academia where we are building a strong presence.” About NEMRA
Sentient Decision Science Offers Business Research Planning Tips for the Second Half of 2010 Portsmouth, N.H., June 22, 2010 – As businesses plan their marketing strategy for the second half of 2010, those with insights into human behavior will be best equipped to provide products and services that delight customers and exceed their expectations. The triggers of human behavior are not always obvious, and businesses that understand both the conscious and subconscious triggers of decision-making can form deeper and more successful relationships with customers, according to Chief Behavioral Scientist Aaron Reid, Ph.D. of Sentient Decision Science (www.sentientdecisionscience.com), a leading provider of behavioral insight and advanced market research methods. “Increasingly, businesses want to understand what determines choices, and how both the conscious and subconscious come into play,” says Dr. Reid. “The subconscious influence of marketing on behavior is ubiquitous and unavoidable. The vast majority of our moods, preferences, behaviors and goals are activated automatically by our environment at a subconscious level and that is actually a good thing.” Dr. Reid, a frequent speaker at national research conferences such as the recent Marketing Research Association Annual Conference in Boston, offers three points to consider when using research to gain insights into buyer behavior.
Sentient Decision Science to move its corporate headquarters effective June 18 Portsmouth, N.H., June 4, 2010 – Sentient Decision Science (www.sentientdecisionscience.com), a leading provider of behavioral insight and advanced market research methods, today announced the relocation of its corporate headquarters effective June 18, 2010. Its new address will be One Harbour Place, Suite 380, Portsmouth, NH 03801. Its main phone number will be 603-570-4819 and its fax number will be 603-570-4817. In addition to expanded office space for this growing behavioral research organization, the new location will feature the Sentient Consumer Subconscious Research Laboratory, where studies will help uncover why people make the consumer choices they do and help clients better connect with their customers. According to Aaron Reid, Ph.D., Founder and Chief Behavioral Scientist, Sentient Decision Science, "Clients today really want a better grasp on what determines choices, and how both the conscious and subconscious come into play. Our work in this area has uncovered important human truths for our clients, and helps us all better understand how and why we make the decisions we do." "Our new location gives us the physical room to explore the triggers of decision-making in a more frequent and in-depth fashion and allows us to continue with cutting-edge research design that offers our clients unique competitive advantages," he continued. "On top of all that, there is great history here. We now have a beautiful space that overlooks the Piscataqua River and Portsmouth Naval Shipyard, established in 1800, the historic Warner House built in 1716, and is just steps away from Strawbery Banke, which was settled in 1623, and was occupied by some of our nation's founders. That history is an important inspiration as you consider what we are trying to accomplish as an organization. This is an appropriate location for us as we set out to establish the foundation for the future of the market research industry," Dr. Reid concluded.
Aaron Reid, Ph.D. of Sentient Decision Science to Speak at Marketing Research Association Annual Conference in Boston His talk: In Defense of Marketing: The Peacock's Plume and Dancing Birds of Paradise Happens 6/10 Portsmouth, N.H., June 1, 2010 – Sentient Decision Science (www.sentientdecisionscience.com), a leading provider of behavioral insight and advanced market research methods, advanced market research methods, today announced that Aaron Reid, Ph.D., Founder and Chief Behavioral Scientist, will speak at the Marketing Research Association’s Annual Conference next week in Boston. His talk, “In Defense of Marketing: The Peacock's Plume and Dancing Birds of Paradise,” will occur on Thursday, June 10, from 11:00 a.m. – 12: 15 p.m. in the Amphitheater at the Seaport Hotel, Boston. In his presentation, Dr. Reid will explore the nature and ethics of conscious and subconscious marketing tactics and research methods and discuss how subconscious marketing influences behavior through the automatic activation of goals. “Humans are often unaware of the true drivers of their behavior. This talk hones in on what truly determines choices and will illustrate how the subconscious activation of goals is the primary way marketing influences consumer behavior," Dr. Reid said. “Our cutting-edge research methods tap into the consumer subconscious to inform businesses on how to reach consumers at a visceral level. This talk raises critical questions that we must answer as an industry on the ethics of marketing at a subconscious level,” Dr. Reid concluded.
Christina Luppi joins Sentient Decision Science Portsmouth, N.H., May 21, 2010 – Sentient Decision Science (www.sentientdecisionscience.com), a leading provider of behavioral insight and advanced market research methods, today announced that Christina Luppi has joined the organization as office manager. “Christina will be a valuable addition to the Sentient Decision Science team as we grow our organization to meet the needs of our market research clients, and her personal management style, organizational skills and business savvy will be put to good use immediately, especially as we move to our new headquarters at Harbor Place next month,” said Dr. Aaron Reid, Founder and Chief Behavioral Scientist, Sentient Decision Science. Prior to joining Sentient, Luppi worked for several years at Aviation Management Systems of Portsmouth. She most recently served as Project Director, Audits and Inspections, but formerly held the posts of Director of Business Operations and Office Support. She earned her associate’s degree from the University of New Hampshire.
Sentient Decision Science hires Aaron Krivitzky as Associate Research Analyst Portsmouth, N.H., May 3, 2010 – Sentient Decision Science (www.sentientdecisionscience.com), a leading provider of behavioral insight and advanced market research methods, today announced the hiring of Aaron Krivitzkty as associate research analyst. Krivitzky graduated in February 2010 from Middlebury College with a bachelor of arts in English Literature and Philosophy. Dr. Aaron Reid, Founder and Chief Behavioral Scientist, Sentient Decision Science, said, “At Sentient, we continually seek to add players who have strong potential to advance our mission and positively impact our clients’ businesses. Aaron‘s academic accomplishments and professional-level writing experience as an undergraduate bode well for a successful career here at Sentient Decision Science. We look forward to leveraging his critical thinking skills on behalf of our clients in the retail, consumer technology, food and beverage and financial services industries.”
Stacy Graiko to speak at New England Marketing Research Association conference Research expert to discuss personal branding and social media Portsmouth, N.H., April 27, 2010 – Sentient Decision Science (www.sentientdecisionscience.com), a leading provider of behavioral insight and advanced market research methods, today announced that Stacy Graiko will speak this Wednesday at the New England chapter of the Marketing Research Association’s (NEMRA) one-day conference entitled, “The Impact of Social Media on the Marketing Research Industry.” Graiko, vice president of research and brand strategy at Sentient, will speak on personal branding in the digital age. According to Graiko, “Your personal brand is your best asset. Yet, when people participate in the world of social media, they can forget that their image is also shaped by what they and others say about them on social media sites. My session will help participants better understand how their physical and virtual brands should blend and how they can leverage social media to enhance their reputation and build credible thought leadership.” The NEMRA conference will cover a range of social media topics, including data privacy, corporate marketing, growing your research business and more. The April 28 conference runs from 8:30 a.m. – 4:00 p.m. at the MFA building in Tewksbury, Mass. At Sentient, Graiko leads the qualitative research and brand strategy group, contributing qualitative expertise to the design and execution of custom hybrid research solutions. She has more than 17 years of research and marketing experience helping to uncover the emotional insights that motivate consumers to buy. She conducts qualitative research and is a certified focus group moderator, ethnographer and brand strategist. Graiko has a B.A. degree with a focus on psychology and communications.
Brendan Cooney joins Sentient Decision Science as Senior Market Research Manager Seasoned pro brings mix of qualitative/quantitative expertise to leading behavioral insight and market research firm Portsmouth, N.H., April 23, 2010 – Market research veteran Brendan Cooney has joined Sentient Decision Science (www.sentientdecisionscience.com), a leading provider of behavioral insight and advanced market research methods, as Senior Market Research Manager. In this post, Cooney will be responsible for senior level management of projects from conception to completion, including Sentient's most advanced consumer research design, and will direct a team of analysts during the analysis and recommendation stage of projects. According to Dr. Aaron Reid, Founder and Chief Behavioral Scientist, Sentient Decision Science, "Brendan is known for his strategic insights and analysis, as well as his creativity and his ability to get results. As our clients and prospects better understand how the right research can help them generate unrivalled business performance, Brendan's skills and personable attitude will prove instrumental in helping them succeed." Reid continued, "Clients always want to get closer to their customers and understand how their brand resonates in the marketplace. Brendan and the rest of the Sentient team can tap into discrete skill sets to unearth compelling, actionable insights that can impact a client’s bottom line." Cooney brings more than 13 years of marketing research experience – including qualitative and quantitative methodologies, research design, brand positioning, ad testing and more -- to the growing firm. Beginning his career in the Office of Institutional Research at Hofstra University, Cooney then moved to StrategyOne, an Edelman Public Relations company, and later to two boutique research firms in New Hampshire. Brendan is formerly the founder and principal of BroadReach Research & Consulting, Inc., a firm specializing in both qualitative and quantitative research for clients as diverse as Bayer HealthCare and Lea & Perrins Worcestershire Sauce. Cooney holds a master’s in applied experimental psychology from Southern Illinois University and a bachelor’s in psychology from Frostburg State University. About Sentient Decision Science Sentient Decision Science, Inc., is a leading provider of behavioral insight and advanced market research methods for businesses that want to better understand the true drivers of their customer and prospect preferences and thereby achieve unrivaled business advantage in their market. The Sentient research approach works at the intersection of behavioral science, market research and its clients’ key business objectives. The end result is clear, incisive recommendations that provide a strategic advantage in the marketplace by tapping into the conscious and non-conscious drivers of consumer behavior. Sentient’s Automatic Brand Association methodology is the first in the industry to quantify gut feelings by tapping the consumer non-conscious and emotional associations with brands. Sentient Decision Science has a broad client base in retail, consumer packaged goods, home electronics and financial services. For additional information, please visit www.sentientdecisionscience.com. Follow Sentient Decision Science on Twitter: http://twitter.com/SentientInsight or visit its blog: http://blog.sentientinsight.com/.
Sentient Decision Science hires Nikki Lavoie as Research Project Manager Portsmouth, N.H., March 30, 2010 – Sentient Decision Science (www.sentientdecisionscience.com), a leading provider of behavioral insight and advanced market research methods, today announced that Nikki Lavoie has joined the organization as a research project manager. Dr. Aaron Reid, Founder and Chief Behavioral Scientist, Sentient Decision Science, said, "We are excited to have Nikki join the team at Sentient. Her passion and skill for understanding the ‘why’ behind consumer behavior made her an excellent candidate for the job and will make strong contributions for our clients as she serves as research project manager.” Bringing four years of research experience to Sentient Decision Science, Lavoie will manage consumer research studies through fieldwork and analysis, contributing to firm’s "quantifying the gut feeling" approach. Her past experience includes working with such companies as Samsung, DIRECTV and Time Inc. in the coordination of quantitative and qualitative research projects. She has also provided research analysis on marketing/branding campaigns. Lavoie holds a bachelor of science from Endicott College. 2/22/2010 Derby Swanson joins Sentient Decision Science as Market Research Director Sentient Decision Science (www.sentientdecisionscience.com), a leading provider of behavioral insight and advanced market research methods, today announced that Derby Swanson has joined the organization as a Director of Market Research. In making the announcement, Dr. Aaron Reid, Founder and Chief Behavioral Scientist, Sentient Decision Science, said, “We’ve seen rapid growth over the past year as savvy businesses have selected Sentient to gain competitive advantage and a deeper understanding of their customers’ behaviors and choices. With her outstanding research experience, keen project management skills and passion for excellence, Derby will add value immediately to projects currently underway as well as those in the future.” At Sentient Decision Science, Swanson will oversee key research efforts with existing clients and develop and implement recommendations that map to new clients’ business goals. Her qualitative and quantitative research background will be invaluable in this new role, as will her in-depth knowledge of best practices in uncovering the true voice of the customer. Swanson joins Sentient Decision Science from Waltham (Mass.)-based Applied Marketing Science (AMS). There, as Principal, she was part of the team that grew AMS to one of the leading product and process innovation consulting firms in the world. AMS was an industry pioneer in helping product engineers and design teams understand the customer’s perspective. A 20-year market research veteran, Swanson previously held posts at: the Episcopal Diocese of Massachusetts, where she supported and advised Episcopal congregations and clergy; Information Resources, Inc. (IRI), a leading global provider of enterprise market information solutions and services; and Yankelovich Clancy Shulman, a research and consulting organization. “Research directors wear many hats, from creative guru to stage manager,” said Swanson. “In all cases, the goal is to surprise and delight our clients, and give them actionable insights they never thought possible. I look forward to rolling up my sleeves, and in the process, helping our clients be ever more successful in reaching their business objectives.” Swanson holds a Master of Divinity in theology from Andover Newton Theological School, a Master in Business Administration from Boston University’s School of Management and a Bachelor of Science in theater from Northwestern University. 11/19/2009 Aaron Reid, Ph.D. presents Automatic Brand Associations at Frito Lay Symposium Dr. Reid, presented his talk "Automatic Brand Associations. A practical method for quantifying consumer gut feelings." as a keynote speaker at the Frito Lay Subconscious Symposium on November 19th in Plano, TX. Dr. Reid presented alongside Dr. Ely Dahan, Assistant Professor of Marketing at the Anderson School at UCLA, Dr. David Forbes, president of Forbes Consulting Group, Dr. Michael Smith, Scientist at NeuroFocus and Kristian Aloma, Senior Consultant at Brandtrust, Inc. This symposium was focused on the consumer unconscious and examining different methods for more accurately predicting human behavior. In this session, Dr. Reid discussed ways of measuring the consumer unconscious and brand attribute associations through response time methodology, emphasizing the predictive advantage of implicit methods in consumer choice scenarios. Dr. Reid also presented a historical review of the market research industry, and the ways in which traditional research methods differ from the Automatic Brand Association method and implicit measures. Dr. Reid concluded his presentation by demonstrating how Automatic Brand Associations can be used to more accurately predict brand equity of specific consumer packaged goods, like Doritos and Pepsi. To take the Sentient Challenge and learn more about the Automatic Brand methodology, please go to the CABA page on our website http://www.sentientdecisionscience.com/center-for-automatic-brand-associations/ 6/1/2009 Sentient hires Marisa Porter as an Associate Analyst Marisa Porter accepted a position as an Associate Analyst with Sentient Decision Science following her graduation from Middlebury College with a major in Economics. The Associate Analyst position with Sentient was aggressively pursued by top candidates from our nation's best Liberal Arts Colleges and Universities. Aaron Reid, Ph.D. commented on the level of interest in the position and his satisfaction with the level of candidates. "What I found most striking during the application process was the sheer volume of highly qualified candidates applying and interviewing for this position. I hope this is a testament to interesting and important work that we are doing here at Sentient. Our goal is provide unrivaled business advantage to our clients and advance human knowledge on the drivers of behavior, and that mission seems to be engaging some of the top minds coming out of our best Colleges and Universities. I'm encouraged with that level of interest and I'm thrilled to be able to hire such talented people from the fields of behavioral science to contribute to our mission." Dr Reid went on to say, "What separated Marisa from this talented pool of candidates was her demonstration of a keen understanding of how our scientific approach to decision-making could make novel contributions to our clients' businesses. Marisa possesses a strong work ethic, tremendous critical thinking and analytical skills, and is well positioned to make a meaningful impact on our organization and our clients' businesses. Essentially, Marisa possesses the qualities that we value most here at Sentient. We are thrilled to have successfully recruited her to join the Sentient Decision Science team." To apply for an Associate Analyst position with Sentient Decision Science email your resume and cover letter to info@sentientdecisionscience.com. 4/1/2009 Sentient creates Behavioral Science Internship Program The Sentient Behavioral Science Internship Program was created to advance the mission of Sentient Decision Science to advance human knowledge on the drivers of behavior and move the market research industry forward. "We've created this internship program to create a unique opportunity for undergraduate students or young professionals to get exposed to the best practices in market research in consulting. One way in which we can move the market research industry forward is to attract the best young minds coming by exposing them to the interesting and important questions that we tackle every day." said Aaron Reid, Ph.D. Chief Behavioral Scientist at Sentient. He went on to say "this internship program is about engaging interested students in meaningful work, deep discussions on the drivers of human behavior, and important questions about how the cutting edge of behavioral science can be used to move global business forward." Gregg Miller, Maria Perille, and Stephanie Halgren, Economics and Psychology students from Middlebury college were accepted into the internship program after rising to the top of a highly qualified competitive field of applicants. "Gregg, Maria and Stephanie have demonstrated the kind of passion for behavioral insight and desire to tackle tough intellectual challenges that we value here at Sentient. Add to that their tremendous work ethic and you have a recipe for a great fit with the culture of Sentient Decision Science. We are happy to give them this opportunity to learn about our business and industry, and look forward to their significant contributions to our business." finished Dr. Reid. To apply for an internship with Sentient and learn more about applied behavioral science, email your resume and cover letter to info@sentientdecisionscience.com. 1/5/2009 Aaron Reid, Ph.D. teaches Emotional and Rationality course at Middlebury College Dr. Reid is teaching a course on human decision making at Middlebury College this January term entitled Emotion and Rationality. In the course, students learn about cutting edge methods for tapping the unconscious drivers of behavior, and the specific emotional mechanisms that determine choices from everyday consumer products to critical political candidate preferences. The proprietary response time methodology (automatic brand associations) developed by Sentient Decision Science, is one of the methods being taught in the class. PSYC 1012 Emotion and Rationality: How do your emotions influence your day-to-day decisions? Are you rational and calculated or do you tend to "go with your gut feeling"? In this course we will debate human rationality through review and critique of the latest literature on emotion, gut feelings, and irrationality. We will wrestle with issues surrounding the non-conscious drivers of behavior as they manifest in risk-taking, irrational consumer responses to marketing, and stereotypical judgments. Students will critique and discuss empirical articles and recent landmark books on emotion and rationality including: Predictably Irrational, Descartes' Error, and Gut Feelings. SOC (A. Reid, a visiting winter term instructor) 12/1/2008 Stacy Graiko joins Sentient Decision Science as Vice President, Research and Brand Strategy Sentient Decision Science acquired qualitative research firm Insight303 this Fall as President Stacy Graiko made the relationship between the two firms formal by joining forces with Sentient as Vice President, Research and Brand Strategy. The key strategic move substantially expands Sentient's qualitative research capabilities and enriches the firm's expertise in key vertical markets and brand strategy. "There are certain moves that a burgeoning business makes, that you know are going to be key to its ultimate success. Hiring Stacy as our Vice President of Research and Brand Strategy is clearly one of those moves." said Dr. Reid, Principal and Chief Behavioral Scientist at Sentient Decision Science. Dr. Reid's effusion went on, "Stacy and I have worked together for several years now, and what has always struck me about Stacy is her true passion for connecting brands with their consumers. This isn't lip service. Clients feel it when they work with her. Stacy is an outstanding qualitative researcher and a true leader in her field. Her passion for branding, for finding human truths, is real and she brings that passion to every project she works on. We are truly fortunate to have Stacy working toward the mission of Sentient Decision Science, and with her, we increase the velocity with which we will reach our goals." Stacy has been solving brand problems for 18 years in advertising agencies and research firms. She has been on the client-side and agency-side and worked with global brands like General Motors, Macy’s, Geek Squad, Liz Claiborne, Maidenform and UNO Chicago Grill, and niche brands like MyVu, Carbonite, Opt Home, Lilyette and SmoothieKing. She’s developed strategies for new brands, and helped existing brands deepen connections with their customers. She has written audience profiles, developed segmentation strategies, and created multi-channel marketing plans. At Sentient, Stacy will lead the brand strategy group, designing programs that address specific brand problems. Stacy has a BA in Psychology and has the following affiliations: RIVA (Research In Values and Attitudes) certified focus group moderator / QRCA (Qualitative Research Consultant’s Association) member and Advertising Committee Chair / NAPA (National Association for Practicing Anthropology) member and New England Chapter chair / REACH-Certified Brand Strategist (CBS). She’s an active supporter of the Kosciuszko Foundation for Polish Culture, Berklee College of Music, The White House Project for Women’s Leadership, and the Brattle Film Foundation. 11/4/2008 Aaron Reid, Ph.D. conducts Educational Workshop at the Marketing Research Conference in Las Vegas, NV Dr. Reid, Chief Behavioral Scientist at Sentient Decision Science, conducted a half-day seminar entitled: Uncovering Emotional Drivers Of Behavior From Advanced Qualitative And Quantitative Research Methods. In the session, participants learned how to tap the consumer unconscious and quantify the gut feeling using practical and precise online and in-person methodologies. Dr. Reid, presented studies which contrasted explicit survey measures to implicit response time methodologies, detailing the predictive advantage of implicit methods in consumer choice scenarios, risk-taking decision making, and ballot booth behavior. Given that it was election day, the session ended with a demonstration and prediction of election results nationally and in key swing states including PA and NC. Unlike traditional survey methods, the unconscious methodology predicted a wide margin win for Obama in PA and a razor thin margin of victory in NC. Workshop participants earned 3.5 Contact Hours in Research for their attendance and work in the session. 6/3/2008 Meghan Van Horn joins Sentient Decision Science as a Market Research Manager Meghan Van Horn, of Portsmouth, NH, accepted a position of Market Research Manager with Sentient Decision Science today. Meghan is a graduate of Colgate University, in Hamilton, NY and has three years of experience in the Market Research industry as an Analyst. Meghan has worked on volumes of research that have directed critical decision-making at major US corporations, including a special focus and expertise within the Financial Services industry. “I have worked with Meghan for nearly three years now, and I can say that her skills as an Analyst are truly exceptional.” said Dr. Reid, Principal of Sentient Decision Science. “Meghan possesses a tenacity for figuring out the right solution to a problem that will serve our clients and our mission very well. Our clients have come to expect outstanding research and consulting services from us, and now as our organization continues to grow, it is more critical than ever to have people on our team that can keep our work above those exacting standards that we’ve set. As a Market Research Manager, Meghan will play a critical role in helping us reach our goals. I am thrilled that Meghan has decided to join us here at Sentient.” 5/22/2008 Sentient Decision Science hires Lindsay Dell as an Associate Analyst Lindsay Dell, of Newmarket NH, accepted a position of Associate Analyst with Sentient Decision Science today. Lindsay is a graduate of Skidmore College, in Saratoga Springs, NY, with a degree in Psychology and concentration in statistics. “Lindsay’s strong creative and critical thinking skills have positioned her well for success as an Analyst in the market research industry. Her interests in the “why’s” of human behavior are a great fit with the culture of our organization.” said Dr. Reid, Principal of Sentient Decision Science. 4/17/2008 Aaron Reid, Ph.D. Presents Consumer Non-conscious Brand Association Lecture at Middlebury College Aaron Reid, Ph.D. Chief Behavioral Scientist @ Sentient Decision Science, and Director of the Center for Automatic Brand Associations gave a lecture entitled: "Tapping the consumer non-conscious mind: Using classic cognitive psychology to reveal the non-conscious drivers of behavior." The lecture detailed how classic cognitive psychology methods are being applied to study Global brands in the market research industry. Aaron discussed a series of studies showing the paucity in explanatory power of explicit survey questions on brand attributes. A series of studies showing how automatic consumer associations with brands more accurately predict brand equity were detailed and recommendations on how every brand should be measuring the drivers of their brand equity were made. 12/15/2007 Sentient Decision Science Announces Syndicated Research Series "This is an exciting step for us in getting this ground breaking research out to a broader audience at a very low cost. Our goal is to create a landmark syndicated research series that redefines the level of insight managers can expect to gain from a syndicated research report. Consistent with our mission to move the market research industry forward, we've developed these syndicated products to produce more insight per page than anything else currently available in the market. For us, it's about providing value, and this series provides a lot of bang for buck." said Aaron Reid, Ph.D., Chief Behavioral Scientist. 10/2/2007 Aaron Reid, Ph.D. presents ISV decision-making model white paper @ IT Forum in Palo Alto, CA Dr. Reid, Chief Behavioral Scientist at Sentient Decision Science, presented provocative research findings on the state of outsourcing in the Independent Software Vendor (ISV) market. The forum was sponsored by Luxoft and SD Forum and brought IT professionals from across the globe including China, India and Russia together with ISV owners and entrepreneurs from Silicon Valley, to discuss the state of outsourcing in the market. Dr. Reid described the decision driver model of outsourcing, detailing when, why and to whom software development is outsourced off-shore and near-shore. 8/15/2007 Stacy Graiko, joins the Center for Automatic Brand Associations “This is a particularly exciting day for the Center.” said Aaron Reid, Ph.D., Chief Behavioral Scientist, “Stacy brings over 15 years of branding experience to the team, having worked on both the Agency and Client side. Stacy’s knowledge, experience and palpable passion for branding speaks well for the Center’s ability to achieve our mission of moving the market research industry forward.” 7/1/2007 Paul Weiland, Behavioral Statistician, joins Sentient Decision Science Paul Weiland accepted a position with Sentient Decision Science today as a Behavioral Statistician. Paul brings over 10 years of experience with advanced statistics to the firm. "Paul is a tremendous addition to the team" said Aaron Reid, Ph.D., Chief Behavioral Scientist, "He brings a high level of statistical expertise and clear passion for understanding behavior. We're excited to see Paul bring his statistical knowledge to the benefit of our clients. Having him aboard helps us move our mission forward."
|
|
|
||||||