Senior Sales Hire for Sentient

Behavioral science-based consumer insights firm Sentient Decision Science has appointed former System1 researcher Simon Wyld as SVP of Sales in its Sentient Insights division.

Sentient, founded in 2007, tracks and analyses human emotion and its 'cognitive antecedents', giving insights into human behaviour and its drivers. The firm has two divisions: Sentient Labs focuses on building behavioral science-based technologies that more accurately predict and explain behaviour - including measures of emotion, attention and neural network associations in the mind; while Sentient Insights uses these techniques and technologies to build automated business insights products. The company boasts 'the world's largest implicit database' tapping more than half a billion subconscious associations on how people feel about 'everything from ads to smells'.

Wyld brings more than two decades of global experience in insights research and technology, joining from System1 Group (formerly BrainJuicer), where he worked for over a decade. Earlier he held senior roles at Sony Pictures Entertainment, Walt Disney Television International and Sky. His appointment follows a number of other recent new hires among the company's sales, marketing and technology teams.

Founder and CEO Dr Aaron Reid comments: 'We are thrilled to have Simon join us at this very critical and exciting time in our growth trajectory. The need for emotion-detection technology has never been greater, and Simon's energy and deep expertise in true System1 (emotion) and System2 (reason) measurement will help us continue to meet the demand to quantify the impact of emotion in advertising at scale everywhere'.

Web site: www.sentientdecisionscience.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.