SOURCE: Sentient Decision Science

Sentient Decision Science

May 23, 2011 14:03 ET

Sentient Decision Science Hires VP of Behavioral Science

Founder and CEO of Emotive Analytics, Paul Conner, Joins Firm

PORTSMOUTH, NH--(Marketwire - May 23, 2011) - Sentient Decision Science, Inc. (, a leading provider of behavioral science research methods, today announced that Paul Conner has joined the company as Vice President of Behavioral Science. Conner brings 30 years of advanced market research and consulting expertise to the company, honed through his experience at the helm of two market research companies as well as senior posts in corporate research and services firms.

"Paul is a true industry pioneer. The implicit research techniques he developed at Emotive Analytics have advanced our industry's understanding of how emotion influences consumer behavior, and have provided a significant strategic advantage for his clients in the marketplace," said Aaron Reid, Ph.D., Chief Behavioral Scientist at Sentient Decision Science.

"With Paul as a VP of Behavioral Science, and the expansive resources that Emotive Analytics brings to the firm, we have added substantial value for our growing client base of Global 2000 companies. Consumer and shopper insights teams are hungry for our advanced methods, and with Paul's expertise in emotion and implicit measures, we ensure that we will continue to provide unrivaled insight to set their products and brands apart in the marketplace."

As Vice President of Behavioral Science, Conner will conceive, design, and direct the execution of advanced studies, and play a vital role in the development of new behavioral science techniques. Conner will leverage his extensive industry background in advertising, packaged goods, restaurants, healthcare and telecommunications along with his depth of experience with advanced qualitative and quantitative techniques that tap the consumer subconscious.

Conner joins Sentient Decision Science from Emotive Analytics, where he was founder and CEO. Prior to founding that company in 2003, Conner was Vice President of Market Research for Charter Communications. In the 1990s, he founded Applimation to focus on highly actionable research methods. Previous experience includes positions at Barnes Hospital, MARC Inc., D'Arcy Masius Benton & Bowles and Ralston Purina. Conner has been published in leading research publications and is a frequent speaker at research conferences.

Conner holds a master of science in social psychology from Texas A&M University and a bachelor of arts in psychology from the University of Missouri.

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:

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