Aaron Reid

Dr. Reid founded Sentient Decision Science, Inc. to bring the visionary advances from the behavioral sciences to business in a practical and accessible format. Sentient builds behavioral science based technology that quantifies emotional response and improves sales forecast accuracy.

Dr. Reid is an expert in how emotion influences choice and the subconscious drivers of behavior. His publications include mathematical models of consumer irrationalities in top journals, such as the Journal of Experimental Psychology and the Journal of Behavioral Decision Making. His landmark publication of “Emotion as a Tradeable Quantity” was the first to quantify how emotion influences choice as a behavioral weighting mechanism.

Under Dr. Reid’s direction, Sentient Decision Science has developed cloud based, globally scaled emotion detection technology that quantifies consumer emotions and neural network associations with brands, products, packaging and advertising. This technology was recognized with the EXPLOR award in 2011 and 2018 for being the most impactful application of technology in market research.

Sentient has been named one of the Top 50 most innovative research firms in the world for the past three years.