Sentient Decision Science

Market ResearchNew Hampshire, United States2-10 Employees

Sentient Decision Science is a market research company based in Portsmouth, New Hampshire, focused on quantified understanding of how emotion shapes human choice. It develops scientific tools that measure emotion and its cognitive precursors to yield more accurate predictions and clearer explanations of behavior. The offerings are designed to provide scalable access to these behavioral dimensions for businesses, governments, and individuals seeking deeper insight into decision making.

Its operations unfold through two related initiatives: the Sentient Lab, which builds behavioral science-based technologies to predict and explain behavior by assessing emotion, attention, and related mental associations, and Sentient Insights, which automates business insights drawn from Lab theories and technologies to answer recurring questions at scale. By enabling automated access to behavioral science-derived insights, the company aims to build broader knowledge of the drivers of behavior and illuminate the impact of macro and micro forces in the world. In 2024, the firm was recognized as a Gold winner of ESOMAR's Research Effectiveness Awards.

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