US-based Sentient Decision Science Expands to Europe

US-based behavioral science research and consulting firm Sentient Decision Science has expanded to Europe through the opening of an office in London.

Sentient specializes in quantifying the impact of emotion on consumer choice, to uncover the implicit interactions between reason and emotion. Through its patent-pending implicit association technology, Sentient Prime, the company measures and tracks brand equity, advertising effectiveness, product and concept testing.

Aaron Reid, Sentient's founder and Chief Behavioral Officer explained the reason behind the move to London: 'The decision to expand into the European market is a logical step in our growth strategy. While the scale-ability of our methods provide a global reach advantage, we've historically managed client services for our European partners from our US offices. But now that the industry is trending toward more progressive research techniques, we've watched Europe grow into an important hub for behavioral science and neuromarketing, so building a stronger local presence is a priority for us.' In fact, after being named again this year to the GRIT Top 50 Most Innovative Research Firms, we recognize that half of our top 10 competitors on the list are based in Europe. These realities coupled with our accelerated growth make this enhanced commitment to the region a major strategic opportunity for us,'

Industry veteran Joe Sauer (pictured) joins to oversee the company's European expansion as Senior Vice President, Business Development, and will be based in the London office. Sauer has more than twenty years' both client - and vendor-side experience in branding, advertising and media, new product development, and analytics. Most recently, he was VP, Marketing Analytics at insurance company Unum, prior to which he served as VP, Marketing Strategy, Research & Analytics at cloud communications firm Vonage. Earlier, he spent nearly a decade as a Partner at boutique market research firm Advanis, which focuses on the financial services sector, before which, he was President of research-based consultancy Digital4Sight.

Web site: www.sentientdecisionscience.co.uk .