Sentient’s Best Implicit Insights of 2015

Sentient Decision Science, Inc.

From hot consumer products and the personal brands of sports celebrities to nitty gritty how-tos and the controversy over Muslim immigration, the Sentient team stays on the cutting edge of all things implicit research.

As we enter 2016, we’re taking a look back at some of the most popular, controversial, and influential posts we published last year.

1. Whether the Apple Watch Succeeds or Fails, This Time Is Different

Apple Watch Brand Extendability

Steve Springfield Sr Vice President Sentient Decision Science

By: Stephen Springfield
Sr. Vice President, Sentient Decision Science

Spoiler alert. The Apple Watch will be a dubbed a success. But is it doing more to build the Apple brand, or to benefit from the goodwill Apple already has?

2. How to Analyze Implicit Association Test Data: Quantifying the Consumer Subconscious

Implicit Association Testing Data

Nate Decker

By: Nate Decker
Ph.D. Behavioral Scientist, Sentient Decision Science

What does “emotional association” data look like and what can you do with it? Here we’ll show you how to interpret data from an implicit association test.

3. Emotional Branding and the U.S. Open: How Evoking Schadenfreude Can Reinforce Brand Love

Emotional Branding & Schadenfreude


By: Faith James
Vice President, Sentient Decision Science

A surprising amount of schadenfreude was on display during this year’s U.S. Open final. What can marketers take away from this about emotional branding?

4. Does Trump Have His Thumb on the Implicit Pulse of America?: How People Really Feel About “Muslim Immigrants”

Trump Leader, Approachable, Gets Things Done

Aaron Reid - Sentient Decision Science

By: Aaron Reid
Ph.D. Chief Behavioral Scientist, Sentient Decision Science

Muslim immigration has become a hot topic for presidential candidates. But what voters are saying and what they are feeling on related policies don’t agree.

5. Why Implicit Consumer Choice Models Are Essential to Modern Market Research

Consumer Choice Models

Aaron Reid - Sentient Decision Science

By: Aaron Reid
Ph.D. Chief Behavioral Scientist, Sentient Decision Science

The primary consumer choice models used in quantitative predictive analysis for market research are seriously outdated. Here’s what we need now.

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