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.

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The Sounds of Safety

By Sarah McCannOctober 8, 2019It feels good to be recognized. As ESOMAR (European Society for Opinion and Market Research) held its annual congress last month, Director General Finn Raben Picked Sentient’s award winning research on “The Sound of the...

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