SOURCE: Sentient Decision Science

Sentient Decision Science

December 20, 2011 09:32 ET

2012 Market Research Trends and Predictions Issued by Sentient Decision Science

PORTSMOUTH, NH--(Marketwire - Dec 20, 2011) - Sentient Decision Science (, a leading provider of behavioral insight and advanced market research methods, today issued trends and predictions that will shape how businesses and the market research industry will work together in 2012.

According to Behavioral Scientist Aaron Reid, Ph.D. of Sentient Decision Science, "The future of marketing can be found today in the behavioral sciences. As businesses rally to become increasingly customer-centric, they are tapping into advanced research methods to better understand the true drivers of their customers' behavior. Early adopters find that understanding the emotional foundations of decision-making, revealed through various behavioral science techniques, provide them with a level of specificity that empowers them to make better decisions, offer services that customers truly want and provide concrete business results."

Dr. Reid sees the following on the horizon:

  • Behavioral economic choice architecture principles will be leveraged in real market applications. In the three years since the publication of Sunstein and Thaler (2008), market research industry leaders have developed Applied Choice Architecture practices, and these divisions are now holding sufficient sway to effect real change in marketing applications. The best marketing research firms and corporate insights divisions will take the "list of effects" from behavioral sciences and turn them into a practical paradigm for approaching applied marketing problems. The whats, whens, whys and hows of behavioral economics will become better understood and more readily applied.

  • Corporate insights early adopters will apply quantitative measures of emotion on a broad scale. The best marketing research firms and corporate insights divisions will tackle the challenge of quantifying the impact of emotion on choice by implementing behavioral science methods from psychology and neuroscience. The rise of quantitative implicit emotion modeling will continue with additional case studies providing evidence of enhanced predictive validity of these choice models. Neurological and physiological measures of emotional response will become better understood and more discretely applied in situations where they offer distinct insight from large-scale quantitative implicit emotion methodologies.

  • The shopper decision process will be dissected from pre-shop priming and consideration to activating choice at the point of purchase. Leading market research firms and corporate insights divisions will push forward to understand how to influence consideration during the pre-shop phase with priming, and how to leverage pre-shop priming to trigger behavior at the point of purchase both online and in-store. Methods for understanding pre-shop primes and point of purchase triggers will include ethnography, projective qualitative techniques, online simulated shops with experimental design and implicit association testing.

  • The industry will call for practical guidelines on when to use which advanced research methods. Neuromarketing will begin to feel the heat from early, overly aggressive marketing of the promise and industry skepticism will temporarily rise. The leading market research firms will lay out methodology structures based on the business questions to address and the insights needed to solve them.

"In sum, we are at a defining moment in the evolution of the market research industry," said Dr. Reid. "As long as the behavioral sciences continue to advance human understanding of the fundamental drivers of behavior, the future of market research will be found in those insights."

About Sentient Decision Science
Sentient Decision Science, Inc. is a leading consumer consultancy and provider of behavioral science research methods for businesses that want to better understand the true drivers of their customer and prospect preferences and thereby achieve unrivaled business advantage in their market. The Sentient Decision Science research approach works at the intersection of behavioral science, market research and its clients' key business objectives. The end result is clear, incisive recommendations that provide a strategic advantage in the marketplace by tapping into the conscious and subconscious drivers of consumer behavior. Sentient Decision Science's Automatic Brand Association methodology is the first in the industry to quantify gut feelings by tapping the consumer subconscious and emotional associations with brands. Winner of the 2011 EXPLOR award for outstanding market research innovation, Sentient Decision Science has a broad client base in retail, consumer packaged goods, home electronics and financial services. For additional information, please visit Follow Sentient Decision Science on Twitter: or visit its blog:

Contact Information

  • Press Contact:
    Margaret Bonilla
    Bonilla Communications
    Email Contact