Research veteran brings extensive experience to Sentient Decision Science, a leading behavioral insight and market research firm

Online PR News – 23-February-2010 – – Sentient Decision Science (, a leading provider of behavioral insight and advanced market research methods, today announced that Derby Swanson has joined the organization as a Director of Market Research.

In making the announcement, Dr. Aaron Reid, Founder and Chief Behavioral Scientist, Sentient Decision Science, said, “We’ve seen rapid growth over the past year as savvy businesses have selected Sentient to gain competitive advantage and a deeper understanding of their customers’ behaviors and choices. With her outstanding research experience, keen project management skills and passion for excellence, Derby will add value immediately to projects currently underway as well as those in the future.”

At Sentient Decision Science, Swanson will oversee key research efforts with existing clients and develop and implement recommendations that map to new clients’ business goals. Her qualitative and quantitative research background will be invaluable in this new role, as will her in-depth knowledge of best practices in uncovering the true voice of the customer. Swanson joins Sentient Decision Science from Waltham (Mass.)-based Applied Marketing Science (AMS). There, as Principal, she was part of the team that grew AMS to one of the leading product and process innovation consulting firms in the world. AMS was an industry pioneer in helping product engineers and design teams understand the customer’s perspective.

A 20-year market research veteran, Swanson previously held posts at: the Episcopal Diocese of Massachusetts, where she supported and advised Episcopal congregations and clergy; Information Resources, Inc. (IRI), a leading global provider of enterprise market information solutions and services; and Yankelovich Clancy Shulman, a research and consulting organization.

“Research directors wear many hats, from creative guru to stage manager,” said Swanson. “In all cases, the goal is to surprise and delight our clients, and give them actionable insights they never thought possible. I look forward to rolling up my sleeves, and in the process, helping our clients be ever more successful in reaching their business objectives.”

Swanson holds a Master of Divinity in theology from Andover Newton Theological School, a Master in Business Administration from Boston University’s School of Management and a Bachelor of Science in theater from Northwestern University.

About Sentient Decision Science
Sentient Decision Science LLC is a leading provider of behavioral insight and advanced market 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 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 non-conscious drivers of consumer behavior. Sentient’s Automatic Brand Association methodology is the first in the industry to quantify gut feelings by tapping the consumer non-conscious 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: