Wyld was previously senior vice-president at System1 Group, where he worked for more than a decade.

Wyld has also previously worked in senior research positions at Sony Pictures Entertainment, Walt Disney Television International and Sky.

At Sentient Decision Science, Wyld will lead sales for the company’s insights division.

The company, which was founded in 2007, analyses consumer attitudes through measuring human emotion, attention and neural network associations.

Aaron Reid, founder and chief executive, Sentient Decision Science, said: “The need for emotion-detection technology has never been greater, and Simon’s energy and deep expertise in true System 1 (emotion) and System 2 (reason) measurement will help us continue to meet the demand to quantify the impact of emotion in advertising at scale everywhere.”