photo of Stephen X. Springfield

Stephen X. Springfield

EVP & Chief Mktg Officer
Sentient Decision Science

Stephen is EVP and co-owner of Sentient Decision Science, a firm committed to scientific understanding of decision-making, recognized by GRIT as one of the top 50 most innovative research firms in the world (2016-2018). Stephen works internally and with academics to apply this understanding to influence business, marketing & policy.
His 2016 study, quantified conscious & non-conscious food choice drivers and how they are expressed differently for produce. It is the basis for a paper on findings and potential applications to influence consumers to implicitly desire healthier foods like produce.
Stephen wrote Brand Humanity, a behavioral science approach to building brands, based on the intangible payoffs that bias our behavior, which has been adopted by top marketers & used to transform brand-building practices of several Fortune 500 companies.
Prior to Sentient, Stephen enjoyed a 25+-year career at The Coca-Cola Co., and PepsiCo/Frito-Lay, leading research and consultant teams.

Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.

Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.

Events featuring Stephen X. Springfield
Events featuring Stephen X. Springfield