SOURCE: Sentient Decision Science

Sentient Decision Science

September 27, 2011 09:34 ET

Sentient Decision Science Appoints Faith James as VP of Strategic Marketing

PORTSMOUTH, NH--(Marketwire - Sep 27, 2011) - Sentient Decision Science, Inc. (, a leading provider of behavioral science research methods, today announced that Faith James has been appointed Vice President of Strategic Marketing. James, formerly a senior brand strategist for Sentient, brings 20+ years of strategic marketing experience to Sentient's clients in retail, consumer packaged goods and financial services.

In this newly created post, James will be responsible for counseling clients on how to effectively build their brand based on research garnered through the behavioral sciences. Sentient Decision Science is known for its ground-breaking work in tapping into the consumer subconscious to discover the true drivers of behaviors, and large- and medium-sized businesses in particular have successfully applied the findings of Sentient's research to achieve higher levels of business performance and unrivalled business success.

"Faith brings a breadth of research and brand experience to Sentient that clients find immediately valuable," said Aaron Reid, Ph.D., Chief Behavioral Scientist at Sentient Decision Science. "Her experience from a strategic branding perspective, coupled with her research knowledge gained through years as a brand/research consultant, is an asset to clients who strive to hone their brand image, better know their customers and develop products and services that fit them best. In this new role, Faith will work strategically with clients across all our focus areas -- retail, consumer packaged goods, financial services, among others -- and build programs that map Sentient's best thinking with our clients' business objectives."

James will leverage extensive experience in both vendor and agency marketing and branding. Prior to joining Sentient, James was Principal of The James Sphere, a brand strategy and marketing research consultancy. She worked with a range of clients across a variety of industries such as CPG, retail, financial services, advertising and public relations. Previously she was Chief Strategy Officer for Hunt Adkins and prior to that, she held increasingly responsible positions in advertising on both the vendor and agency level, servicing some of the largest brands in the world. She holds a bachelor's degree in communications with a minor in psychology from The City University of New York - Hunter College. James is a member of the Qualitative Research Consultants Association (QRCA), a member of the Minnesota Arts Institute Critique Panel and President of Krieger Creative Group Board.

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 Contact:
    Margaret Bonilla
    Bonilla Communications
    Email Contact