Sentient Decision Science

March 11 2011

Sentient Decision Science, a consumer psychology consultancy and researcher has appointed Yi Zhang, Ph.D. as Behavioral Scientist and Director of the Subconscious Research Lab. Sentient integrates behavioral science and market research methods, tapping into the conscious and non-conscious drivers of consumer behavior for clients in retail, consumer packaged goods, home electronics and financial services sectors. The firm has developed an emotional measure, the Automatic Brand Association methodology, and last year opened a Consumer Subconscious Research Lab whose neuromarketing and behavioral science methods include EEG and skin conductance response. Zhang will work on researching the consumer subconscious and will develop advanced applied research designs for individual studies, as well as continuing the firm’s translation of research from behavioral science literature into practical applied methods. She graduated from Peking University in China with a bachelor of science in life science, and completed her master’s degree and Ph.D. in social psychology at Brandeis University, working at the intersection of social psychology principles and neuroimaging techniques. She has earned a number of academic awards and fellowships and has published a number of articles on face perception and its psychological effects. Aaron Reid, Ph.D., the firm’s founder and Chief Behavioral Scientist, comments: ‘Yi brings significant expertise in applying implicit behavioral and neuroimaging measures to our company. Her years of research experience in cognitive neuroscience and social psychology will help continue our efforts to lead the business research industry into the future.’ He adds: ‘Under Yi’s direction, the lab will help us drill down even further into the decision-making process to discover fundamental human truths’. Web site: www.sentientdecisionscience.com . Printer-friendly version of this article. Email this article to a friend. Register for News emails