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.

Who do you love?

Who do you love?

By Jeremy CloughFebruary 14, 2020Here at Sentient, we are SWEET on advertising. We spend a lot of time searching, gazing and experiencing the effects of all kinds of ads. Great advertising has the ability to touch our hearts, stimulate our minds and...

Ok Google, show me a human truth.

Ok Google, show me a human truth.

By Aaron ReidFebruary 6, 2020Google’s "Loretta" will end up being one of the most emotionally engaging ads in 2020. The storytelling is so captivating and memorable that viewers sat glued to their screens, willfully letting waves of positive and...

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