Dr. Reid Provides Commentary on the End of Behavioral Science MRX Trade-Offs Between Efficiency & Validity in GRIT Insights Practice Report
Sentient’s CEO and Founder Dr. Aaron Reid provides commentary on the rise of Behavioral Science research approaches in the latest GreenBook GRIT Insights Practice report. The report touches on the evolution of the market research industry and highlights leading brands and insights professionals.
With the adoption of new methods accelerating, we should feel confident as an Industry that we are practicing on the true frontier of behavioral science. The evidence from this latest GRIT Report indicates that our Industry is systematically democratizing access to scientific insight on the drivers of human behavior. An impact at that level holds the potential to increase empathy for the human
condition.” -Dr. Aaron Reid
This report in particular reveals how the COVID-19 pandemic jolted the transformation of the insights industry. Sentient is proud to be a part of this publication and excited to see the transformation of the research industry in upcoming years. Read Dr. Reid’s commentary and download full report here.
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...
