Evidence Based Decision Making – IIeX North America 2020

By Jeremy Clough
September 16, 2020

At the GreenBook IIeX North America event Dr. Aaron Reid shed some light on the current challenges facing traditional opinion-based research methods. Describing how brands are still making important decisions based on the critique from non-experts. Dr. Reid challenged the attendees to start utilizing scientific methods to answer the important research questions we face today.

Presenting evidence on the outcomes of some widely run political ads from the Donald Trump and Joe Biden presidential campaigns. Aaron diagnosed the ads using RAPID Subtext, an automated IAT and Facial Action Coding platform. Taking a deep dive into the performance of Trump’s advertisement “American Comeback” and the Joe Biden ad “Crossroads“, he revealed the emotional appeal of both candidates before and after exposure to the ads and what impact the ad had on attributes like strong, caring and safe.

Watch the full talk below and discover how science can help us expose the real changes our marketing has on an audience.


RAPID Subtext Provides 24 Hour Ad Testing

RAPID Subtext is a fast, affordable ad testing tool that reveals how the emotional experience of your marketing is related to change in implicit perceptions of your brand, helping you diagnose problems and avoid costly mistakes.


  • Share Insight
Jeremy Clough


Vice President, Product & Marketing Strategy

Which Spin on the Debate Was Better?

Which Spin on the Debate Was Better?

By Aaron ReidSeptember 30, 2020Who won the framing of the debate? As we watched the reactions to the first Presidential debate yesterday morning, we wondered how the framing of the debate by networks would impact the minds of voters trying to process...

TikTok Ad Campaign Examined With RAPID Subtext

TikTok Ad Campaign Examined With RAPID Subtext

By Sarah McCannSeptember 21, 2020 At the recent IIeX NA event the Director of Subtext Operations Sylvia Kinnicutt and Storyteller Jeremiah Messer from Sentient Decision Science examined the TikTok commercial "It starts on TikTok". Leveraging the...



For more information about Sentient Decision Science and our groundbreaking research please contact us.