SOURCE: Sentient Decision Science

Sentient Decision Science

Sentient Decision Science

November 08, 2011 10:00 ET

PepsiCo and Sentient Decision Science Win Prestigious EXPLOR Award at TMRE

Breakthrough Research Presentation at 10:30 Today on Hedonic Bundling, Applied Choice Architecture

ORLANDO, FL--(Marketwire - Nov 8, 2011) - At the Institute for International Research's "The Market Research Event" (TMRE) earlier today, PepsiCo and Sentient Decision Science, Inc. achieved one of the industry's highest honors, the EXPLOR award, recognizing breakthrough innovation in technology as applied to market research.

Will Leach, director, strategic insights, PepsiCo, and Aaron Reid, Ph.D., chief behavioral scientist, Sentient Decision Science, will provide an overview of their award-winning entry -- Hedonic Bundling: How Applied Choice Architecture Taps into Shopper Subconscious Motivations -- at TMRE at 10:30 a.m. today in Celebration Room 12-13 of the Peabody Hotel.

A world-class judging team selected PepsiCo and Sentient Decision Science as the most compelling, high impact example of innovation and technology advancing research and more specifically, the insights process. There was an elite field of award contenders, including finalists Hewlett-Packard and Microsoft.

Chuck Miller, DMS, chief research officer of uSamp, the founder and sponsor of the annual EXPLOR competition, said, "PepsiCo and its research partner Sentient Decision Science pushed the boundaries of market research with their work in hedonic bundling, and the drivers of shopper behavior that consumers can't or won't tell us. As a result of their multi-pronged research, PepsiCo and Sentient were able to drive significant impact to product strategy within PepsiCo that made them the natural winner of this year's EXPLOR award."

Will Leach said, "Insights gained through our comprehensive research approach enabled us to develop a novel application of promotional strategy within our product lines. To our knowledge, this is the first combination of a decision science research method with a specific shopper choice architecture principle to produce game-changing insights on promotion tactics. The EXPLOR award is a significant achievement for us and recognizes our innovation and efforts to better understand our consumers."

Aaron Reid, Ph.D., added, "This study provides additional evidence that emotion is quantifiable and when measured using these techniques can be dropped into the same statistical predictive models as traditional data. That's part of the beauty and power of these methods. Not only are we capturing subconscious emotional data from shoppers, but also it is quantitative and representative of our target populations. Thus we can still use highly powerful predictive analytics -- we now simply have better data going into the models.

"The future of marketing can be found today in the behavioral science literature. We simply pluck those insights, apply our advanced implicit emotional measurement technology, and produce practical and accessible research solutions that can be completed well within typical project budgets. We're thrilled to be recognized for these innovations, as we continue to strive to move the market research industry forward," Reid concluded.

About the EXPLOR Award
Founded in 1999 by uSamp, one of the world's fastest growing technology and online sampling companies, the EXPLOR Award is an annual case study competition recognizing breakthrough innovation in technology as applied to market research. A world-class judging team -- from noteworthy organizations such as General Mills, GfK, NBC Universal and Wharton -- select the finalists each year right before The Market Research Event (TMRE). TMRE focuses on the business value of insights to advance the research industry forward.

About PepsiCo
PepsiCo offers the world's largest portfolio of billion-dollar food and beverage brands, including 19 different product lines that generate more than $1 billion in annual retail sales each. Its main businesses -- Quaker, Tropicana, Gatorade, Frito-Lay, and Pepsi Cola -- also make hundreds of other enjoyable and wholesome foods and beverages that are respected household names throughout the world. With net revenues of approximately $60 billion, PepsiCo's people are united by a unique commitment to sustainable growth by investing in a healthier future for people and our planet. For more information, please visit

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. 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 Contacts:

    For Sentient Decision Science:
    Margaret Bonilla
    Bonilla Communications
    Email Contact

    For PepsiCo:
    Aurora Gonzalez
    Frito-Lay North America