harnessing behavioral science TO work for business
Comprised of people passionate about the application of behavioral science to business.
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.
Can negative emotions be effective in advertising? Sentient looks at Mint Mobile’s “Chunky Style Milk”.
By Aaron ReidDecember 5, 2019Sentient recently presented insights on Mint Mobile's "Chunky Style Milk" at IIeX US in Boston this year. We were so intrigued by the results on emotions that are out of the ordinary that we wanted to learn more on how...
Feeling what consumers are feeling. Highlights from IIeX Behavior US 2019.
By Jeremy CloughNovember 21, 2019 Aaron Reid, Ph.D., Founder & CEO of Sentient Decision Science came to light up the crowd and the minds of attendees at IIeX Behavior US in Boston, MA. Dr. Reid created a sense of excitement to a packed audience of...
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...
