Dr. Aaron Reid
The Psychology Colloquium Series presents Ohio University alum Dr. Aaron Reid on “Bridging Behavioral Science and Business: A Vision for Changing the Market Research Industry” on Friday, Feb. 9, at 11:50 a.m. in Porter 102.
Reid earned a master’s (2001) and Ph.D. (2004) in Experimental Psychology from the College of Arts & Sciences at Ohio University. He then went on to found the company Sentient Decision Science Inc. in 2007. Sentient was created to bring visionary advances from the behavioral sciences to the business community in a practical and accessible form to move global business forward.
In a recent talk about how Sentient uses behavioral sciences, Reid says that as useful as behavioral data is on its own, it has two primary weaknesses: it is always looking backward, and it lacks fundamental explanatory power on the “whys” behind behavior.
Reid believes behavioral science based market research offers the solution to both of those problems. It can build robust models of behavior that predict future behavior, and it can provide deep insights on the whys behind that behavior. Instead of relying on traditional measures, behavioral science based market research firms will increasingly focus on automating processes, data analysis, experimental design and the automatic visualization of insights through dashboards and norms.
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