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Center For Automatic Brand Associations TeamPaul Weiland, Ph.D., Behavioral Statistician, Sentient Decision Science, LLC Dr. Paul Weiland has 10 years of experience in advanced statistical modeling. Paul is a behavioral scientist and a lead statistician at Sentient Decision Science, LLC. He has a Ph.D. in social psychology from the University of Toledo, and has completed high level branding, customer satisfaction and loyalty modeling for B2B and B2C in the Financial Services, Retail, Insurance and IT industries.Stacy Graiko, Senior Brand Strategist, Sentient Decision Science, LLC Stacy’s focus is on making brands more relevant and meaningful to their customers. She brings 15 years experience in marketing communications to her work as a brand strategist and qualitative researcher. She designs qualitative research approaches, and conducts focus groups, IDIs, ethnographies, and executive and ideation sessions. She’s worked on the client and agency-aide with global advertising firms Mullen, Fallon, and Carmichael Lynch. She’s conducted research in global markets such as Germany, England, and France. The brands she’s touched include General Motors, Briggs& Stratton, Schering Plough’s Nuvaring, Maytag, Maidenform, Liz Claiborne, Sigrid Olsen, bebeSport, and Best Buy’s Geek Squad. 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. She lives in Boston MA and her interests include paragliding, sailing, wine, cooking, and traveling.Charles Scherbaum, Ph.D. Dr. Charles Scherbaum is an associate professor of psychology at Baruch College. He also holds appointments to the doctoral faculty in industrial and organizational, as well as educational psychology at the Graduate Center of the City University of New York. Charles is expertise in research methods, statistics & assessment, employee staffing, and employee attitudes. His work in these areas has ranges from issues of fairness on standardized tests, detecting dishonest responding on surveys and self-assessments, implicit attitude measures, linking employee attitudes to organizational performance, and advanced statistical techniques. He has presented his research in these areas across the country and regularly publishes the results of his research in top tier peer-reviewed outlets. In addition to his research, Charles has taught courses on HR, quantitative methods, and psychology in the U.S., Hong Kong, and Taiwan. Charles has consulted on employee surveys and research for many Fortune 500 companies and consulting firms. Charles holds a B.S. degree in psychology from the University of Washington and a M.S. and Ph.D. in industrial and organizational psychology from Ohio University. He is a member of the Society of Industrial and Organizational Psychology, American Psychological Association, Academy of Management, New York Academy of Sciences, and the Metropolitan Association for Applied Psychology. Jennifer Ratcliff, Ph.D., Harvard, JFK School of Government Dr. Jennifer Ratcliff is an experimental social psychologist. She completed her doctoral work at Ohio University, and is currently working as a postdoctoral fellow in the Center for Public Leadership at Harvard University. Her primary research interests include positive intergroup relations, prejudice, discrimination, and legal psychology. She teaches social psychology, statistics, and research methods. Aaron Reid, Ph.D. Dr. Reid is Chief Behavioral Scientist at Sentient Decision Science, LLC and is the Director of the Center for Automatic Brand Assocations. Aaron is a Cognitive Psychologist with a published research record in judgment and decision-making, including advanced mathematical modeling of how emotion influences decisions. He consistently presents his research nationally and internationally at industry and professional conferences and has a keen focus on turning research findings into business action steps. Aaron has over ten years of experience working with executive marketing teams at Global 2000 corporations.
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