Keith Sentis, Ph.D.
Managing Director
Keith established Pathfinder Strategies in Sydney in 1996. When he was recruited to move to Australia in 1988, Keith was a Senior Vice President at Backer Spielvogel Bates Advertising in New York, having joined Ted Bates Advertising from Young & Rubicam Advertising. His experience includes work with numerous multinational clients in several industries across four continents, a dozen years in advertising in the US and Australia, a post-doc at Bell Laboratories at Murray Hill, New Jersey and work at the Institute for Social Research in Ann Arbor, Michigan. Keith also has lectured in the Psychology departments at New York University, Princeton University and the University of Michigan Ann Arbor.
Keith has spoken and published widely on topics including market segmentation, emotion in advertising, human memory processes, computer circuits, perceptions of fairness and estimation of choice model parameters. His book with Professor Jerry Olson is entitled "Advertising and Consumer Psychology".
Keith holds an M.A. and Ph.D. in Psychology from the University of Michigan and a B.A. in Psychology with Highest Honors from the University of California at Santa Barbara where he received the department award for Research Promise in Psychology.
Away from the office, Keith enjoys music, noodling around with technology, mountain biking and the beach.