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Emotional Connection: Why GenAI Needs Continuous Insight Into Real Human Behavior

Watch Sentient’s Dr. Aaron Reid present on the promise and potential risks of using Generative AI and synthetic data for market research.

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Sentient Voted Among Most Innovative

Thank you to our many clients and colleagues who have once again voted Sentient Decision Science as one of the Top 50 most innovative research firms in the industry!   At Sentient, our goal for the past 10 years has been to...

Is What You're Buying Truly "Implicit"?

In recent years, implicit research methodologies have grown in popularity and more and more market research suppliers are starting to offer “implicit” technologies to meet these demands, but how do you know if what you’re...

How Emotion Cements New Products in Consumer Memory

Every election year we see the percentage of Americans who can recall a new product launch drop to less than a third of the population. Yet, even in non-election years, the highest percentage of Americans who can recall a new...

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