Founder and CEO
Dr. Reid is the Founder and CEO of Sentient Decision Science, Inc., the world’s leading behavioral science based insights business.
A published expert in how emotion influences choice, Dr. Reid’s mathematical models of human decision making are the new standard for forecasting the success of new product launches, ad virality, and marketing communication impact.
Dr. Reid founded Sentient to make the visionary advances from the behavioral sciences practical for business. Sentient has created globally scaled technologies that capture the automatic, emotional response to stimuli. Sentient Prime® Implicit Research Technology has won awards for business impact, has been translated into 40+ languages, and has measured over 350 million consumer subconscious associations in the past 2 years alone.
Author Insight
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April 22nd, 2025Aaron Reid
Explore the strengths and limitations of a recent attention study presented at ARF's AUDIENCExSCIENC [...]
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September 20th, 2024Aaron Reid
Experience ESOMAR Congress through the lens of a CEO and learn how insights professionals are discus [...]
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October 27th, 2023Aaron Reid
Our tracker affirms what national polls show: Trump is trending up. Sentient has measured the progre [...]
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August 10th, 2023Aaron Reid
The first round of Sentient's Implicit Appeal tracker uncovered current voter attitudes per party to [...]
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March 31st, 2022Aaron Reid
The buzz around the Oscars this year has been emotional for all the wrong reasons. Rather, the buzz [...]