In this interview Stephen Springfield, EVP at Sentient, is asked:”What can you expect when you add emotional measures to your research?”. Stephen describes the challenges surrounding concept testing and how…Read More
Dr. Aaron Reid founder of Sentient Decision Science discusses how to overcome implicit biases. In this interview Dr. Reid is asked how to overcome negative implicit bias. He discusses that…Read More
Many compelling uses of Implicit research stem from its ability to “measure emotion.” But most of us aren’t used to considering the diverse ways we use “emotion” to describe our…Read More
PORTSMOUTH, N.H., Sept. 12, 2017 — With over a decade of pioneering and award-winning work in behavioral science research & technology, Sentient Decision Science has opened a new office in London,…Read More
Cyrus McCandless Director of Behavioral Science discusses how Sentient Prime the was used to track brand equity over time. Sentient Prime provides instant market research insights to help you understand consumer…Read More
Stephen Springfield, formerly of PepsiCo, now EVP / CMO at Sentient Decision Science, discusses what is missing from brand research and how to bridge the gap by incorporating implicit measures.
The discussion guide had been developed with the keenest attention to the latest projective techniques to uncover what participants “are really thinking, but perhaps not saying out loud” about the…Read More
Dr. Aaron Reid, the Chief Behavioral Scientist at Sentient Decision Science, highlights the impact on creative agencies when they apply implicit, emotional measurement techniques to creative asset testing. In this…Read More
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