Subconscious Lab

Our lab serves as the pivot point for all Sentient research and development of innovative market research methods and technologies. The lab represents the intersection of Sentient’s expert minds in psychology, neuroscience, behavioral economics, market research, branding, consumer insights and innovation.

This 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 Decision Science holds scientific integrity as table stakes for participating in the practice of advancing human knowledge on the drivers of behavior. As such, much like an academic institution, the lab runs fundamental research on research to test and validate new methods and technologies, and to publish new knowledge on consumer decision making.

Sentient Prime® implicit research technology was born out of the inspiration and experimental work of the lab. Each advancement of the scientific method or technology is tested for reliability and predictive validity. No new version of Sentient Prime is released without evidence of the scientific integrity of the implicit method and technology.

The lab implements 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