Emotions Drive Decisions

That's Why We Measure Them.
We provide brands around the globe with a predictive edge by combining implicit and explicit research methods proven to unlock behavior.
Sentient Decision Science is a globally recognized pioneer in the automation of behavioral science, the development of advanced implicit research technology and the first to validate an emotion and reason-based combined model of consumer decision making.
Sentient is comprised of people passionate about the application of behavioral science to business, including psychologists; neuroscientists; consumer, shopper and innovation insights leaders; market researchers; statisticians; brand experts, and marketing professionals.
Sentient Decision Science has developed patent-pending, cloud based, globally scalable implicit research technologies that quantifies consumer emotions and neural network associations with brands, products, packaging and advertising.
This technology was recognized with the EXPLOR award in 2011 as the most impactful application of technology in market research. Sentient also was awarded the 2018 EXPLOR award for its innovative research in validating soundscapes for a fleet of Nissan electric vehicles using implicit methods. By quantifying these gut-feelings, and integrating with rational trade-offs in a single unifying choice algorithm, consumer behavior predictions are significantly more accurate.
Our technologies are coupled with deep knowledge of behavioral economics, the essence of emotional branding, and quantitative models of the drivers of human behavior to provide deep insight and actionable results for our clients.
Sentient solves business issues that cannot be measured via self-reported surveys.
  • Where there is little functional differentiation, identifies intangible & irrational drivers of brand preference.
  • Measuring the impact of non-verbal communication, cues (i.e., package design, sensory, multimedia).
  • Quantifying the emotional appeal of marketing & design efforts when rational distinctions are minor.
  • Capturing honest response in situations where respondents may pretend to know more, or less than what they will report.


The automation of behavioral science gives insight professionals the luxury of Sentience. The more we automate the greater our capacity for empathizing with the human condition.



Want to see Sentient’s scientists and marketing experts expose the benefits of subconscious research? Then check out where we will be appearing next.



Sentient Decision Science has pioneered behavioral science for business and along the way we have turned some heads. Take a look at our current accolades and accomplishments.



Learn about Sentient’s leaders who are pioneering the automation of behavioral science for the largest brands around the globe.



We are seeking those eager to engage, inspire, create and grow. If this describes you then check out the latest careers at Sentient.



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Do you have questions on how to approach your next research project? Interested in learning more about our implicit products? Need expertise in subconscious research? We are here to help and we offer lots of ways to interact with us which deserves it’s own page.


Contact us for more information about Sentient Decision Science and our groundbreaking research.