Dr. Aaron Reid

Founder and Chief Behavioral Scientist

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 Pnme® 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 3rd, 2020
    Aaron Reid

    In order to remain relevant and rapidly advance human knowledge on the drivers of behavior, the indu [...]

  • February 6th, 2020
    Aaron Reid

    Google’s Loretta ad was emotional but was it a winner at the Super Bowl?

  • December 5th, 2019
    Aaron Reid

    Does an ad that evokes negative emotion while consumers are watching influence perceptions of the br [...]

  • Why Non-Conscious Measurem...
    April 9th, 2015
    Aaron Reid

    Quantifying consumer emotions through implicit research technology can improve predictive accuracy a [...]

  • The Value of Implicit Rese...
    April 8th, 2015
    Aaron Reid

    Do implicit associations affect sales? We used mobile implicit research tech to conduct a live produ [...]

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