We built the copy testing method we could never find.  So why don’t the big firms use clutter reels anymore when breakthrough is so important?  We know that for a message to make it to long-term memory, it must be linked to an emotion.  Thus, we measure real emotion utilizing AI and facial coding.

Of course, we provide the traditional diagnostic metrics as well.


With the millions firms will spend on video based advertising, good copy testing is a quick return on ROI.  It doesn’t take much to pay back the expenditure several times over.

The two biggest challenges with advertising are

breakthrough,  linking the ad to the brand, and generating an emotional response so that the ad will be recalled and impart a positive emotional response to the brand.  Our approach tackles all 3 elements.

As part of the interview, we ask respondents to turn on their webcams and let us watch them watch the ad.  From this we can read a moment by moment emotional response.

Not only does this process tell us which the level of emotional response, it provides a moment by moment response so that we can identify areas of improvement for the spot.

In the analysis, we compare breakthrough and brand linkage to emotional strength  Where ads fall in this framework defines the anticipated success.

With the millions firms will spend on video based advertising, good copy testing is a quick return on ROI.  It doesn’t take much to pay back the expenditure several times over.

The two biggest challenges with advertising are

breakthrough,  linking the ad to the brand, and generating an emotional response so that the ad will be recalled and impart a positive emotional response to the brand.  Our approach tackles all 3 elements.

As part of the interview, we ask respondents to turn on their webcams and let us watch them watch the ad.  From this we can read a moment by moment emotional response.

Not only does this process tell us which the level of emotional response, it provides a moment by moment response so that we can identify areas of improvement for the spot.