Decode vs Sentient Decision Science
Sentient uncovers subconscious drivers. Decode takes it further with emotion, attention, and predictive intelligence at scale.
Overview
Sentient Decision Science is a behavioural science and neuromarketing company. It specializes in implicit association testing, emotion measurement, and consulting-led decision science.
Decode is a unified platform for quant + qual + behavioural research, powered by Emotion AI, Attention AI, Voice AI, and predictive intelligence.
Where Sentient delivers expert-driven behavioural diagnostics, Decode brings scalable, automated insight generation teams can run continuously.
What sets Decode apart
Sentient offers deep expertise and proprietary neuromarketing tools.
Decode delivers multimodal, predictive, and automated consumer understanding in one platform.
Decode adds layers Sentient cannot:
• Facial emotion analytics
• Eye gaze and attention tracking
• Voice tone and sentiment analytics
• Automated summaries, tagging, and reporting
• Integrated quant + qual + behavioural workflows at scale
• Predictive resonance, recall, and intent scoring
Decode blends behavioural science with automation.
Quick comparison
Decode | Sentient Decision Science | |
|---|---|---|
Platform type | Unified multimodal SaaS platform | Consultancy + proprietary tools |
Core strength | Emotion, attention, and predictive AI | Deep behavioural and implicit science |
Research modes | Quant + qual + behavioural | Qualitative + implicit testing |
Flexibility | Scalable, self-serve, automated | Project-based, custom engagements |
Ideal for | Continuous, predictive insight programs | High-precision neuromarketing studies |
Research approach
Decode
A unified research system capturing:
• Surveys
• Interviews
• Facial emotion signals
• Eye gaze and attention maps
• Voice tone and sentiment
• Predictive behavioural metrics
Continuous, scalable, and multimodal.
Sentient Decision Science
Expert-driven implicit and behavioural research:
• Implicit association tests
• Emotion-based measurement tools
• Consultancy-led study design
• Neuro-marketing applications for ads, audio, and brand work
Deep behavioural diagnostics, but limited as a platform.
Feature-by-feature comparison
Capabilities
Capability | Decode | Sentient |
|---|---|---|
Emotion AI | Yes (facial + intensity + valence) | Yes (proprietary tools) |
Attention tracking | Yes (gaze, focus, dwell) | Partial / not core |
Voice AI | Yes | No |
Predictive modelling | Yes (recall, resonance, intent) | Yes (choice modelling) |
Quant workflows | Fully integrated | No |
Qual workflows | Fully integrated | Partial |
Implicit testing | No | Yes |
Repository | Unified and searchable | Project-based |
Platform differences
Decode: Platform-first
• Automated analysis through GenAI
• Multimodal AI across text, video, voice, and behaviour
• Unified repository enabling reuse and collaboration
• Scales across markets, teams, and continuous programs
Sentient: Consultancy-first
• High expertise, but not built for continuous research cycles
• Turnaround depends on project scope
• Tools used within consulting engagements, not self-serve
• Limited integration of gaze, voice, or unified workflows
Decode delivers speed, automation, and scale.
Sentient delivers depth through expert intervention.
Strengths and limitations
Sentient Strengths | Sentient Limitations | Decode Advantage |
|---|---|---|
Deep behavioural science expertise | Consultancy-led, not platform-driven | SaaS platform unifying quant, qual, behaviour |
Strong implicit testing methodologies | No integrated multimodal workflow | Emotion + voice + gaze analytics in one flow |
Widely used for media and ad testing | Limited automation | GenAI summaries, tags, reports |
Innovative emotion tools | No predictive scoring across contexts | Predictive recall, resonance, intent |
High precision studies | Not built for continuous research | Enterprise-scale automation |
Decode = behavioural science + automation + scale.
Ideal use cases
Decode
• Platform-based creative, product, and experience testing
• Automated predictive insights at scale
• Emotion and attention-driven performance validation
• Continuous insight programs across teams and markets
Sentient Decision Science
• Bespoke neuro-marketing studies
• Implicit association and subconscious response testing
• Behavioural science consulting
• Audio, sensory, and advertising-specific research
Example impact
A CPG brand used Decode to evaluate creative concepts across markets.
Combining emotion, gaze, and voice analytics revealed which visuals created stronger emotional engagement.
This improved pre-launch recall accuracy by 40%.
Decode allows teams to validate creative decisions with behavioural proof, not assumptions.
Closing
Sentient Decision Science provides behavioural expertise and implicit testing depth.
Decode extends these capabilities into a unified, scalable platform that integrates emotion, attention, voice, and predictive intelligence.
One platform. All signals. Behaviour validated decisions at speed and scale.