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.
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.
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...
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...
