Sentient Decision Science is a behavioral science based research and consulting firm. Sentient was created to bring the visionary advances from the behavioral sciences to the business community in a practical and accessible form in order to move global business forward. Sentient is a globally recognized pioneer in the development of advanced implicit research technology which taps the consumer subconscious and quantifies the impact of emotion on choice. Our implicit research technology is coupled with deep knowledge on the fundamental drivers of human behavior to provide deep insight and actionable results for our clients.
From Sentient Insight
Similar to timed judgments of associations, time constrained explicit evaluations also fail to meet the key criteria of an implicit measure. The industry has recently been exposed to some good new time constrained explicit evaluation techniques. Continue
I recently came across a technique that was described as modeling “neural networks” by measuring the strength of associations between attributes and brands through response latency techniques. It sounds fancy and has the sniff of scientific validity rising from the reference to neural networks and response latency, so I took a closer look. Continue