Mars Inc.
18%
incremental sales lift
Mars Inc. leveraged creative attention metrics to drive incremental sales growth across 19 markets, resulting in over $30 million in media optimizations as a secondary benefit.
Capabilities / Neuromarketing Lab
Neuromarketing Lab.
95% of consumer decisions happen subconsciously. Traditional research asks people to report what they cannot accurately describe. The Neuromarketing Lab at Creative Concepts measures authentic attention and emotional response through AI-powered eye tracking and facial coding, applied to your campaigns before launch, while the outcome can still be shaped.
The Briefing
Pre-launch creative validation, applied scientifically.
The problem with traditional research is that people cannot accurately report their subconscious reactions. They say one thing. Their attention patterns and emotional responses tell a more honest story. The Neuromarketing Lab at Creative Concepts uses AI-powered eye tracking and facial coding to capture both, from real consumer panels in their natural viewing environments, before a dollar of media spend is committed.
Request a Briefing →The Method
Built on validated science.
The methodology holds over 75% balanced accuracy across all demographic segments and has been independently validated by major technology platforms. The technology holds 25 patents in computer vision and emotion AI, with the approach validated through peer-reviewed academic research. The dataset behind it includes over 17 million sessions spanning 90 countries and 85,000 ads tested, making it the largest authentic facial dataset in the world.
Major Brands Using the Same Technology
The same technology used by global brands.
The following examples come from the technology provider, illustrating outcomes possible with the diagnostic methodology.
Frito-Lay
When Focus Groups Failed
Frito-Lay used neuromarketing to test a potential Super Bowl ad that focus groups disliked. The CMO aired the original version to significant success, validating what the data showed over what respondents reported.
AXA
12%
new business increase
AXA achieved a 12% increase in new business generation by improving their creative attention analysis score by just 5%, proving small optimizations create meaningful ROI.
Five Questions a Neuromarketing Engagement Can Settle
The strategic questions creative teams cannot answer alone.
Does the audience actually notice the brand mark in the first three seconds?
Attention tracking across real consumer panels reveals precisely where eyes land, in what order, and for how long. The answer is rarely what the creative team assumes.
Which of two endings holds attention through the call to action?
Engagement dropoff is the creative KPI that focus groups cannot measure. Facial coding captures the exact moment emotional engagement rises or falls, without asking participants to report it.
Is the packaging readable in the retail context it will actually appear in?
Controlled testing simulates the shelf, the scroll, the feed. It tells you whether the hierarchy the designer intended is the hierarchy the shopper experiences.
Does the emotional arc of the ad match the emotion the brand needs to own?
A technically excellent ad can produce the wrong feeling at the wrong moment. Emotion analysis maps the arc frame-by-frame before a dollar of media spend is committed.
Will the message still land after competitive creative has been running for six months?
Creative wears out. Testing the same stimulus against fatigued and fresh panels reveals how much margin for attention decay the campaign actually has.
How a Lab Project Works
From creative to recommendation, before launch.
You share the creative you want to test, whether a video ad, static image, website design, or social content across mobile, tablet, or desktop. Targeted participants who have been accurately and ethically sourced view your content while attention and emotional response are tracked in real time. Advanced analysis processes thousands of data points to surface behavioral patterns. You receive specific, actionable recommendations before the campaign launches and while the outcome can still be shaped.
Validate the creative before the spend.
Tell us what you are working on. We will respond within one business day.