Discover new thinking and experimental evidence on the fundamental drivers of consumer behavior.

Audio Alchemy: The Art & Science of Creating Engaging and Impactful Ads

Cyrus McCandless, Ph.D.

With the rise of streaming audio listening, the power of sound has become an important element when defining a brand’s identity. In collaboration with Amazon Ads, Dr. Cyrus McCandless of Sentient Labs provides advertisers with groundbreaking insights on how to create audio ads that engage listeners, with the goal to improve likelihood of brand recall and purchase intent.

It's Written All Over Your Face

Cyrus McCandless, Ph.D.

Dr. Cyrus McCandless discusses how creative teams can use advanced behavioral science research like FACS data to improve ad effectiveness by understanding real-time audience experiences. FACS data, when harnessed effectively, enables brands to refine creative assets by revealing real-time audience experiences, empowering creatives to pinpoint moments that drive engagement and alter attitudes.

Fixing Retail's Weakest Link

Joe Sauer

Sentient's Joe Sauer, Senior Vice President/Managing Director for the UK & EU, reveals the reason as to why payment experiences bring about negative emotions. In partnership with Made Music Studios, Joe explores whether it is possible to re-design the payment sound experience into a positive one.

A Practical Guide to Behavioral Science Approaches

Sentient Labs

This guide is meant to provide an entry into the behavioral science measures and methods used within market research today. Developed by market researchers and behavioral scientists at Sentient Decision Science to help businesses advance their knowledge of the tools and technology used for best actionable insights.

Mind the Gap: Tracking the Five Generations to Understand Implicit Attitudes

Sentient Decision Science & PureSpectrum

During the Chicago-based Quirks Event in September 2021, PureSpectrum and Sentient Decision Science released the first Implicit Generational Tracker using Sentient Prime’s technology to unlock a deeper understanding of each generations’ mindset towards different topics including climate change, work, and Covid-19. This paper specifically unlocks how each generations’ mindset drives change and what we can learn from their insights.

Examining Extremes

Cyrus McCandless Ph.D.

Dr. Cyrus H. McCandless, SVP of Scientific Discovery & Innovation describes how parametric studies can tell us how much things can actually change in response to extreme situations.

The Systematic Measurement of Emotionally Expressive Behavior

Aaron Reid, Ph.D. & Cyrus McCandless Ph.D.

With the advent of valid, sensitive and reliable automated emotional expression coding technology, marketing research and insights finds itself in the unique position to advance human understanding of emotion.

Emotion as a Tradeable Quantity

Aaron Reid, Ph.D. & Claudia Gonzalez-Vallejo, Ph.D.

This foundational publication details our original experimental work and demonstrates how psychophysiological measurement of emotional arousal can be combined with cognitive trade-off to better predict preferences.

Emotion and Rationality: Consumer Hot-State Decision Making

Aaron Reid, Ph.D. & Maria Aroxie Perille

Understand the “why’s” behind consumer hot-state decision making, and in doing so, better arming managers with insights that lead to more effective short-term marketing without sacrificing the long-term customer relationship.

Is it Implicit?

Aaron Reid, Ph.D.

Get exposed to the knowledge coming out of the Sentient Consumer Subconscious Research Lab providing practical industry definition of implicit research techniques, detail the best use cases for each technique, and demonstrates how combining implicit and explicit measures in a single model more accurately forecasts consumer behavior.

In Defense of Marketing

Aaron Reid, Ph.D. & Stephanie Halgren

Explore the nature and ethics of conscious and subconscious marketing tactics, details how subconscious marketing influences behavior through the automatic activation of values and goals, and discusses why we should embrace marketing as the spice of our lives rather than relegate it to the depths of the dangerous and deceptive.

The Sentient 26 Emotional Taxonomy

Aaron Reid, Ph.D.

Sentient has developed an emotional taxonomy that goes beyond the seven basic emotions to characterize 26 distinct emotions that directly impact consumer behavior. This white paper describes the attributes of each to help market researchers learn how emotions interact with reason to determine consumer choice.

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