Investigating models of human decision-making.

Visionary Applications

We combine our deep expertise in the measurement of emotion with our expertise in consumer choice modeling to produce research designs that quantify the impact of consumer behavior.
Our labs serve as the pivot point for all Sentient research and development of innovative market research methods, products and technologies. They represent the intersection of Sentient’s expert minds in psychology, neuroscience, behavioral economics, market research, branding, consumer insights and innovation.
These group of highly engaged scientists and practitioners develop and test hypotheses about human motivation, wrestle with challenging questions on the nature of consumer brand relationships, and invent new methods for measuring and explaining consumer behavior.
Sentient holds scientific integrity as table stakes for participating in the practice of advancing human knowledge on the drivers of behavior. Much like an academic institution, our labs runs fundamental research that tests and validates methods and technologies that advance our knowledge on consumer decision making.
Our labs implement a broad range of conscious and non-conscious measurement techniques to investigate human behavior, including: Sentient Prime® implicit research technology, Dense Array Electroencephalography (EEG), Biometrics, Eye Tracking, Facial Coding, Advanced quantitative consumer choice modeling.


Research from the Consumer Subconscious Lab is presented at numerous industry and academic conferences across the globe. Some of those presentations are available to download.


We bridge the gap between behavioral science and business and advance human knowledge on drivers of behavior. Translating knowledge from the literature into new business applications and publishing insights in academic journals.

Contact us for more information about Sentient Decision Science and our groundbreaking research.