Dr. Aaron Reid

Founder and CEO

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

A published expert in how emotion influences choice, Dr. Reid’s mathematical models of human decision making are the new standard for forecasting the success of new product launches, ad virality, and marketing communication impact.

Dr. Reid founded Sentient to make the visionary advances from the behavioral sciences practical for business. Sentient has created globally scaled technologies that capture the automatic, emotional response to stimuli. Sentient Prime® Implicit Research Technology has won awards for business impact, has been translated into 40+ languages, and has measured over 350 million consumer subconscious associations in the past 2 years alone.

Author Insight

  • March 31st, 2022
    Aaron Reid

    The buzz around the Oscars this year has been emotional for all the wrong reasons. Rather, the buzz [...]

  • November 3rd, 2020
    Aaron Reid

    Sentient uses behavioral science to examine the feelings of voters of the 2020 presidential election [...]

  • September 30th, 2020
    Aaron Reid

    We exposed a sample of over 1,200 US participants to 2 minutes of debate recap video from CNN and Fo [...]

  • July 20th, 2020
    Aaron Reid

    The non-conscious measurement tools that were once deemed not appropriate for answering the most imp [...]

  • April 23rd, 2020
    Aaron Reid

    Sentient Decision Science, Inc. to allow free access to Sentient Prime® for studying the emotional [...]

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