Ask shoppers why they chose a product and they will give reasons: price, quality, a recommendation. Those reasons are real. They are also tidy summaries of a process that involved noticing, comparing, reacting and hesitating, much of it too quick to recall. Emotional triggers behind …

“Engagement” is one of the most used and least defined words in marketing. In analytics dashboards it can mean clicks, scroll depth or time on page. In a research study, those numbers say little about what was happening while someone looked at the content. Facial …

Most ad pre-tests end with a handful of scores: liking, brand recall, message clarity, intent. Those scores tell a team whether an advert works overall. They rarely tell the team which second is working and which is not. Emotion AI advertising testing adds that missing …