Sentient’s Commitment to Insights Based on Real Human Data

By Aaron Reid

April 30, 2025

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The heightened adoption of synthetic data sources, coupled with recent accusations of direct survey response fraud, have increased concerns over the credibility and practical utility of data within the insights industry. We believe that it is critical that our industry and the insights we provide are seen as valid and accurate representations of real human attitudes, emotions, and behavior.

At Sentient, our insights are derived from real human emotional response. The merit of our recommendations is based on scientifically derived measures of conscious and subconscious processing. The technologies developed and applied to all of our research are designed to ensure only human participants are involved. Whether detecting a human face interacting with a website or viewing an ad, or capturing implicit responses to a brand or message through advanced implicit technology, our studies naturally filter out bots and fraudulent activity.

Our commitment to authentic human input isn’t a reaction to synthetic data or recent findings of potential fraud. This is at the core of who we are as a brand: a company striving to advance human knowledge on the drivers of behavior. We bring that component of our DNA into every engagement with our clients. Our goal is to provide novel insight into why people do what people do. To provide that behavioral intelligence, we need data from people.

These principles have been part of Sentient since our establishment in 2007. As we persist in our efforts to advance knowledge on the drivers of human behavior, the person will always be our priority. Understanding the human emotional experience, and what gives rise to that experience, is the foundation of our mission and the passion behind our efforts. We have no interest—and never have had any interest—in data provided by bots or fraudulent responses to fill a quota within a survey cell. We will continue to help our clients and our industry find real insight from real human response.