Communications Testing
Maximise Your Creative Impact
Rely on science, not opinions. We use neuroscience tools like eye-tracking, biometrics and brain response measurement to show exactly what captures attention, holds it and drives emotional engagement. Our insights help you refine your messaging, visuals, layout and flow based on how people actually respond, not what they say. The result? Campaigns that are not only more engaging, but more effective.
Our Process
We help you assess how consumers truly engage with your communications across digital, print, outdoor, in-store and audiovisual formats. From concept to execution, we go beyond traditional copy testing to uncover what captures attention, evokes emotion and communicates clearly. Whether you’re testing a script, storyboard, animatic or finished campaign asset, we reveal how each creative element is perceived and processed, empowering you to optimise your communications for maximum impact.
Traditional methods rely on opinions. We rely on neuroscience.
While conventional pre-testing captures likes and dislikes, these self-reported opinions can be biased, subjective and unreliable. Our approach applies scientific rigour to the art of creativity, helping you move from opinion to optimisation, enabling informed decisions that maximise both ROI and emotional impact.
Comms testing is flexible and iterative, allowing you to evaluate creative assets at any stage, from mood boards to early scripts to pre- and post-production edits. We customise each study to your objectives and preferred media channels, combining eye-tracking, facial coding and GSR to measure visual attention, emotional resonance and physiological reaction. We also map Areas of Interest (AOIs) and key creative elements, such as storyline, characters, sound design, music and messaging, providing granular insights into what works and why. Studies can be conducted locally or internationally, across TV, digital, out-of-home, print, radio and point-of-sale formats.
Our approach captures moment-by-moment responses as consumers engage with your creative, allowing us to pinpoint
exactly when attention is gained, emotions are triggered and engagement fluctuates. By analysing eye movement patterns across your content, we identify which elements are noticed, ignored or revisited, providing a clear picture of visual flow and hierarchy. Simultaneously, we monitor emotional reactions and physiological responses as they unfold, revealing the automatic and non-conscious impact of your messaging, characters, pacing and sound design. These continuous data streams build a nuanced understanding of how your communication is experienced, beyond what people recall or report afterwards.
You’ll uncover the emotional levers that drive consumer response, from joy and connection to confusion and disengagement. We break
down precisely which creative elements are meeting your objectives and which require refinement. Whether it’s the cast, copy, music or pacing, we quantify impact and guide targeted adjustments. Consumer neuroscience enables you to move beyond gut instinct and subjective feedback, fine-tuning your creative based on how it is actually received, enhancing clarity, emotional resonance and messaging retention.
We deliver:
- Attention heatmaps and Areas of Interest (AOIs) metrics to reveal visual hierarchy.
- Second-by-second emotional journey graphs.
- Clear, actionable recommendations to enhance key scenes, visuals or messaging.
Our insights elevate both campaign performance and creative excellence, ensuring your work connects deeply with consumers, resonates in the boardroom and shines on the awards stage. With consumer neuroscience as your copy-testing standard, you’re not just measuring creative, you’re unlocking its full potential.