Research
Neural evidence for creative performance.
Research on the cognitive and cortical mechanisms that determine
how consumers perceive, encode, and act on content.
Inferring creative success from cognitive modelling
With over 90% of the consumer decision process being subconscious, campaigns should be built around neural data and psychographics. Content generation has scaled at a rate that human biology hasn't — understanding the gap is where creative strategy begins.
Read →The neuroscience of UGC and social proof
Social proof is the foundational layer to an effective marketing strategy and UGC serves as a mechanism to activate social proof in campaigns.
Read →Content converts when it aligns with the brain's automatic decision systems
To assess whether a piece of content will convert, the brain goes through a five-step cognitive pattern: stimulus, salience, emotion, interpretation, and action.
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