Patent for Sentient Decision Science Emotion Measure

US-based behavioral specialist Sentient Decision Science has been awarded a patent for its 'Sentient Prime' emotion measurement technology.

Sentient specializes in quantifying the impact of emotion on consumer choice, uncovering 'the implicit interactions between reason and emotion'. In a decade of applied scientific research the firm has generated more than half a billion subconscious associations with thousands of global brands, products, packages, ads and messages, helping businesses gain insight on how consumers are feeling and why.

The Sentient Prime platform embeds scientifically valid implicit experiments within a market research survey to reveal those subconscious associations which influence consumer behavior. The firm says its new patent applies to the use of implicit association techniques, approach, avoidance behavioral measures and mobile technology, to measure the subconscious mind and understand what consumers are 'truly feeling'.

Sentient Prime co-inventor Clint Taylor, who is the company's CTO, says the combination of scientifically valid measures of emotion with scaled mobile technology enables the company to research the human emotional experience anywhere in the world. Aaron Reid, Sentient Decision Science founder, and Sentient Prime co-inventor, adds: 'Without emotion measures, businesses launch unsuccessful new products, disastrous new package designs and advertising that is damaging to the brand. Sentient Prime's technology provides scientific evidence of the market's emotional response to your business moves, before you make them, creating better outcomes for the business and the consumer'.

The firm, which is offering free access to Sentient Prime for any researcher conducting work for public consumption on the emotional impact of the COVID-19 crisis, is online at: www.sentientdecisionscience.com .