Using Behavioral Science to Quantify the Impact of Sound

By Jeremy Clough
April 23, 2018
Cyrus H. McCandless, Ph.D., Director of Behavioral Science at Sentient Decision Science, discusses how sound impacts our emotions towards brands and products. Cyrus also describes how implicit research can affect sound design and the creative process for composers.

  • Share Insight
Jeremy Clough


Vice President, Product & Marketing Strategy

Measures That Matter for This Moment

Measures That Matter for This Moment

By Aaron ReidJuly 20, 2020I remember cringing when I heard it. Some early leaders in the “neuromarketing” space were dodging the ethics question facing behavioral science, by arguing that these techniques were fine to use for influencing toothpaste...

Examining Extremes

Examining Extremes

By Jeremy CloughJuly 2, 2020Anyone who’s spent significant time in consumer insights, decision science, or behavioral science has probably executed or commissioned a Choice-Based Conjoint (CBC) research project. But no one currently working in these...



For more information about Sentient Decision Science and our groundbreaking research please contact us.