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Reading what people cannot put into words.
Most of what people do, they do without deliberation; asked afterwards, they give reasons that sound right. For questions where that matters, whether an advertisement moves people, whether a pack is seen, what a brand means beneath its stated image, we add our own implicit and neuro algorithms to the study. We began combining brain activity, eye tracking and facial emotion in a single read in 2016, ahead of the field, and a decade of live studies has built the norms they read against.
TriE
Measures attention, emotion and engagement while people watch or look at something, second by second. It combines eye tracking, facial expression and brain activity in a central-location setting, and reports composite indices of engagement, bonding and persuasion against our norms.
- Used for
- Films, trailers, television and digital advertising, packaging, outdoor and print, etc.
- Setting
- Central location, from 10 to 30 people per cell upwards
- Gives you
- The seconds that work and the seconds that do not, which film to lead with, and how to split the media behind each
TriE Express
The faster, lighter version. Eye tracking and facial expression through a webcam, so it runs online in people's homes, anywhere, in days.
- Used for
- Quick reads on ads, packs, concepts, outdoor and web pages, etc.
- Setting
- Online, any market with a webcam
- Gives you
- Attention and emotion by second, at the speed and cost of an online survey
PrimE
Measures what a brand or an idea is associated with, beneath the stated level, by timing how quickly people respond to paired cues after priming. Strong associations come fast; weak or absent ones come slowly.
- Used for
- Brand image and positioning, before and after a campaign; names, logos and packs; purchase drivers; satisfaction and reputation, etc.
- Setting
- Central location or online, as a short game inside a survey
- Gives you
- The associations that actually drive choice, set beside the ones people state
How we use them
Beside a conventional study. The stated measures tell you what people think they think; the implicit measures tell you what moved them. Read together, they give the answer you can act on, and they have changed the recommendation on many studies where the stated scores were level.
Built for each business
Every algorithm was validated on live studies before it earned its name, and each one is tuned to the category and the question in front of us. Norms are built by category and grow with every study. New algorithms are in development on the same method, for the decisions clients tell us they face next.
Studies that used them
A glimpse. Many more on request.
Mothers rated a children's drink concept highly; the implicit read showed it was missing the one association that moves the category
A children's drink concept scored 95 per cent excellent-or-good with mothers. Response-time measures showed the claim was aimed at the wrong association. The concept was re-aimed before launch.
New outdoor designs scored level on stated measures; implicit engagement and association shifts showed which one worked harder
Two outdoor routes, level on stated scores. Eye tracking, engagement and association shifts showed which one worked harder, and where each belonged.
Two life insurance ads scored well on recall and persuasion; second-by-second brain data showed exactly where each lost the viewer
Two aired insurance ads, read second by second. Good on recall and persuasion, average on engagement, and five concrete rules for the next brief.
Trailers hold attention while the story is still unfolding and lose it the moment the audience has worked it out
Trailers and teasers read second by second with premium subscribers. Stated appeal and felt engagement often disagree; each round ends with specific edits.
Four relaunch films scored alike on the questionnaire; brain and eye data showed which one to lead with and how to split the media
Four finished films, level on the questionnaire. Brain and eye data picked the lead, set the media split and found the edit that improved all four.
Health brought buyers to a natural-ingredient tea; taste kept them, and response-time measures showed taste mattered more than people said
Why a rival's natural tea was growing. People said health; response times said taste. Health brought them in, taste kept them.
Wondering whether your question needs an implicit read?
Ask. A senior researcher will tell you quickly whether it would sharpen the answer, and how we would build it into the study.