Sento Group · Audience & customer research and AI feedback

Sentio feedback

Sentio

Continuous customer feedback, in conversation.

One QR code or link and your customer starts talking. Sentio listens, asks follow-up questions and shows the themes, the sentiment and the insights live — per location, with an alert to the right manager the moment something goes wrong. An open conversation instead of a closed survey, spoken or typed, without an app and without an account. As suited to a single site as to an entire network.

Sentio runs on world-class language models and speech recognition, chosen on quality and tuned continuously: a conversation that probes like a good interviewer, in more than 50 languages, with a respondent who is understood while still speaking. English in all its varieties is included, accents and regional colour and all. And because AI can invent convincingly, Sentio checks itself: every figure counted, every quote traced back to the conversation, and a human approves before anything goes out.

Retail Hospitality Healthcare Services Cities & municipalities Leisure & culture

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Sentio Feedback

You ask the customer: one QR code or link and the conversation starts, spoken or typed.

Sentio Signal

The customer reports a defect, complaint or idea themselves, with a photo, straight into your dashboard.

Live dashboard & alerts

Sentiment, NPS and themes in real time; an alert as soon as something goes wrong.

Sentio Proof

Every figure counted, every quote verified, published only after human approval. No AI fabrications.

Market research for business

Quantitative and qualitative research, made to measure.

Years of experience in research for companies and organisations. Surveys and panels when you need figures, in-depth interviews and focus groups when you want to understand why. Always tailored to the question, with a no-nonsense approach and direct, open communication: you talk to the researcher.

Quantitative

Surveys, panels and measurements that hold up: representative in design, sound in analysis, clear in reporting.

Qualitative

In-depth interviews, focus groups and conversations on the floor — for the story behind the figures.

Tailored and no-nonsense

No off-the-shelf package and no layer in between: one fixed point of contact, short lines, commitments we keep.

Our clients have included

BASECampbellColruyt GroupDelhaizeEthiasSportpaleis GroepIKEANight of the PromsFriesland FoodsResultsBNP ParibasRedstonesGilpackBASECampbellColruyt GroupDelhaizeEthiasSportpaleis GroepIKEANight of the PromsFriesland FoodsResultsBNP ParibasRedstonesGilpack

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History

Grown from twenty years of market research.

Sento Group grew out of a rich history in market research. The group started in 2003 as Tasting Opinions and, from 2011 onwards, grew through Local Market Research into a research partner for many companies and universities. In 2021 Local Market Research merged into Sento Group, which expanded its work into studies in more than 10 countries — together with the academic partners with whom the method is built and tested.

2003

Tasting Opinions

The group starts as Tasting Opinions with market research — the beginning of more than twenty years of research expertise.

2011

Local Market Research

Audience research for libraries and the wider cultural sector — the foundation the later European studies build on.

2021

Sento Group

Local Market Research merges into Sento Group, which expands the work into research in more than ten countries.

2022

European sector study

A large-scale pilot with the VVBAD and the University of Antwerp standardises the method for the whole of Europe.

2024–25

European expansion

Libraries, museums, swimming pools and the performing arts each get their own study, with academic partners across Europe. Together good for over 2,000 clients and locations and more than 500,000 respondents.

2025

Technological innovation

Interactive, AI-led interviews: the fixed questionnaire gives way to a conversation that probes. Presented at the EBLIDA conference, and partner of the World Land Trust.

2026

Accessible & with AI

Free basic participation for libraries and museums, and Sentio breaks through to the broad commercial market: continuous spoken feedback in 50+ languages.

Partners

Developed and validated with the academic world.

The method is built and tested together with eight universities and research institutes, and backed by the sector federations themselves.

Academic partners

Universiteit AntwerpenBelgium UGentUniversiteit GentBelgium

Rijksuniversiteit GroningenNetherlands

Université de BordeauxFrance

Universitat de ValènciaSpain

Universität HildesheimGermany

Ca' Foscari VeneziaItaly

FH Kufstein TirolAustria

Mulier InstituutResearch institute · Netherlands

Academic consortium

Led by Prof. Dr. Annick Schramme — University of Antwerp

Nine researchers across eight European universities — including Prof. Dr. Patrick De Pelsmacker, professor of market research (University of Antwerp), as a partner on several projects.

Sector federations & networks

Libraries

EBLIDAVVBADDeutscher BibliotheksverbandABFAIBBVÖVOBFOPL

Museums

NEMOICOMDeutscher MuseumsbundFAROMuseumvereniging Nederland

Culture & performing arts

ENCCVSCDcult! netwerk

Sport & swimming pools

Mulier InstituutVereniging Sport en GemeentenNetwerk Lokaal Sportbeleid

Certified partner of the World Land Trust — more than 250,000 m² of threatened rainforest protected, and counting.

Understand your customers.
Grow your impact.

Continuous customer feedback, in conversation.

Quantitative and qualitative research, made to measure.

Scientific audience research, per sector.

Grown from twenty years of market research.

Developed and validated with the academic world.