New Hampshire-based Sentient, whose technology aims to quantify the role of emotion in consumer decision-making, will be using its new London base to target the European market.

The new office will be led by Joe Sauer (pictured), who has been with Sentient since 2015m and previously worked in client and agencyside research roles at companies including insurance firm Unum, telecoms provider Vonage and Canadian MR agency Advanis.

Sauer said: “I’m thrilled to extend our heritage of delivering extraordinary insights and capabilities to the European marketplace.”

Sentient’s founder Aaron Reid said: “The decision to expand into the European market is a logical step in our growth strategy. We’ve seen Europe grow into an important hub for behavioural science and neuromarketing, so building a stronger local presence is a priority for us.”