How Sound Can Make or Break the Brand-Consumer Relationship

By Jeremy Clough
March 23, 2021

Joe Sauer, SVP, Managing Director, UK & EU at Sentient presents new sonic research at GreenBook’s Insights that Work. The event was full of innovative market research case studies and we were excited to present our groundbreaking research on how payment sounds impact the purchase experience. This informative case study provides great takeaways for brands and retail experience managers to consider when approaching the check out.

We make significant investments to deliver memorable and pleasant shopping experiences. However there has been neglect in the final and most memorable moment – payment. Research shows that the consumer payment experience triggers a considerable amount of negative emotion, which tends to have a subconsciously negative effect on perceptions of the brand and desire to undergo the process again. Is it possible to re-engineer the payment experience to mitigate this negativity and transform the low point of the transaction into an emotionally positive one with sound? Yes, it is.

This case studies highlights the work of Sentient’s innovative research product Sonic Pulse.

  • Share Insight
Jeremy Clough


Vice President, Product & Marketing Strategy

The Emotional and Cultural Impact of Yoga on Aging Adults

The Emotional and Cultural Impact of Yoga on Aging Adults

Sentient Decision Science recently partnered with Breathe Happy and the UK’s National Innovation Centre for Ageing (NICA) to conduct research on how the practice of yoga affects the well-being of aging adults. Through Sentient’s implicit association...

The Emotion Behind “Get Back What You Love”

The Emotion Behind “Get Back What You Love”

After 15 months of quarantine, it finally feels like normal is making a comeback. The pandemic turned the entire world inside out, unleashing a torrent of emotions, but according to Google, hope is the emotion that is front and center. Google is...



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