Don't Kill All Those Good Ideas: How To More Accurately Test Your Concepts in an Unpredictable Marketplace.
By Christina Luppi
October 20, 2017
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 ideas that may have been killed before based on traditional research results now thrive in an unpredictable marketplace.
Mind the Gap: Where Ecosystems Miss 50% of Human Behavior
Last month, Sentient's Dr. Aaron Reid joined host Dyan Finkhousen on the Ecosystemic Futures podcast to discuss the hidden drivers of decision-making. Dr. Reid first introduced himself, explaining his personal and professional interest in...
Emotional Connection: Why GenAI Needs Continuous Insight Into Real Human Behavior
Who wants to be average? On Monday, May 19th Sentient's Dr. Aaron Reid addressed this question on stage at FEI. As Generative AI becomes a standard tool for rapid consumer insights, it's important to remember that past preferences aren't indicative of...
Sentient to Present on the Future of AI & Human Insight at FEI
EVENT ANNOUNCEMENTDr. Aaron Reid will demonstrate how continuous AI-powered testing enhances the precision and depth of insight into human desire.EVENT TICKETSFront End of Innovation 2025Event Overview Sentient Decision Science will be attending the...