Stephen X. Springfield

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.



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