harnessing behavioral science TO work for business

Comprised of people passionate about the application of behavioral science to business. 

Aaron Reid, Ph.D.

Founder & CEO

Dr. Reid is the Founder and Chief Behavioral Scientist of Sentient Decision Science, Inc., the world’s leading behavioral science based insights business.

We are psychologists, neuroscientists, innovation insight leaders, market researchers, statisticians, brand experts and marketing professionals.

Beware Amara’s Law: Musings on the 2019 ESOMAR Congress

Beware Amara’s Law: Musings on the 2019 ESOMAR Congress

By Joe SauerNovember 8, 2019For long as anyone can remember, ESOMAR has been the bellwether of the research industry, successfully charting and, in many cases, catalyzing fundamental change in the direction of marketing research worldwide. For its...

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