In the US, behavioural insight specialist Sentient Decision Science has appointed voice-of-the-customer expert Derby Swanson as Director of Market Research.
The company analyses the drivers of consumer preference by tapping into conscious and non-conscious behaviours. The firm’s Automatic Brand Association methodology quantifies ‘gut feelings’ by examining non-conscious and emotional association with brands.
Swanson, who has worked in the market research sector for more than 20 years, joins from VoC specialist Applied Marketing Science where she was Principal, and where she worked for more than 13 years. Prior to this, she held project leadership roles at IRI and Yankelovich.
In her new position, she will use her qual and quant research background to oversee research programs with existing clients.
Founder and Chief Behavioral Scientist Dr Aaron Reid said of the appointment: ‘With her outstanding research experience, keen project management skills and passion for excellence, Derby will add value immediately to projects currently underway as well as those in the future.’
In the US, behavioural insight specialist Sentient Decision Science has appointed voice-of-the-customer expert Derby Swanson as Director of Market Research.