Insights Lab

95% of consumer decisions happen subconsciously.

Win the battle for attention with neuromarketing insights that reveal what customers really want.

What is Neuromarketing?

  • Neuromarketing uses brain and body data to reveal what customers truly think and feel about your brand. While the field includes many tools, from EEG and biometrics to fMRI, we currently focus on AI-driven attention and emotion analysis.

  • The problem with traditional research? People often can't accurately report their subconscious reactions. They might say one thing, but their attention patterns and emotional responses often tell a very different, and more honest, story.

  • Neuromarketing tracks real-time behavior and responses that help predict sales outcomes and avoid costly campaign misfires. By analyzing how people truly see and feel, we get closer to the truth behind what drives purchasing decisions.

Creative Concepts uses neuromarketing tools to measure subconscious reactions of consumers

Measures Reactions

We use AI-powered tools that combine eye tracking and facial coding to capture consumer responses in real time. This technology reveals authentic attention patterns, emotional reactions, and engagement levels that occur automatically, uncovering the subconscious drivers behind decisions that people often can't articulate themselves.

Creative Concepts bypasses self report bias, as seen in focus groups, and uses neuromarketing tools to analyze what consumers really think of your brand

Bypasses Self Report Bias

Captures raw data unaffected by social pressure or inaccurate reporting. Unlike focus groups where people say what they think sounds right, we measure actual attention and emotional responses in real-time eliminating the gap between what customers claim they feel and what they truly experience.

Creative Concepts uses neuromarketing tools to help lead each brand towards more effective creative testing leading to greater success for each campaign.

Effective Creative Testing

Drives smarter creative decisions by predicting which elements will capture attention and drive sales before you launch. Our tools analyze visual attention patterns and emotional engagement to optimize everything from ad placement to packaging design ensuring your creative actually performs real-time.

The $100 Billion Problem

  • A quote stating that 95% of decision-making processes are unconscious and automatic, attributed to Gerald Zaltman from Harvard University.
  • A statistic showing that 72% of consumers agree that packaging design influences their purchasing decisions, based on an IPSOS survey for paper and packaging board.
  • Infographic stating $100 billion wasted annually on ineffective ads, attributed to Lumen Research.
Portrait of a woman with curly blond hair wearing a black turtleneck, smiling against a dark background.

Quote Source

“What consumers say and what drives their actual purchase decisions can be completely different. Neuromarketing’s ROI is undeniable: prevent costly mistakes while uncovering the elements that actually drive sales. It's the competitive advantage every brand needs.”

- Valorie Luther, Founder, Creative Concepts

Proof It Works

  • 18% Sales Lift Achieved

    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.

  • When Focus Groups Failed

    Frito-Lay used neuromarketing to test a potential Super Bowl ad that focus groups hated. The Chief Marketing Officer aired the original version of the ad to much success.

  • 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 massive ROI.

Our Collaborative 4 Step Process

  • Open laptop placed on a rustic wooden table displaying a webpage featuring a man in a white shirt and beige pants standing next to a wooden cabinet, promoting interior designer Brady Tolbert.

    Your Content

    Share your ads, packaging, website, or marketing materials for analysis.

  • Close-up portrait of a smiling woman with dark hair styled in a messy bun, wearing a white shirt, in front of a neutral background.

    Lab Testing

    Targeted participants, that have been accurately and ethically sourced, view your content while we track their responses.

  • Computer screen displaying financial stock charts and graphs.

    Data Analysis

    Advanced algorithms process thousands of data points to reveal behavioral patterns.

  • Two people working on a project with laptops, printed documents, and pens on a wooden table.

    Actionable Insights

    Receive detailed reports with specific recommendations to improve performance.

Let's Collaborate

Business Impact

  • Graphic showing that 47% of sales are attributable to creative, based on Nielsen research, with the statement 'Creative drives nearly half of all sales outcomes'.
  • Information about ROI from creative testing, showing a $3-5 return for every $1 invested, from Nielsen Research.

FAQs

How does the technology work?

We use AI-powered computer vision technology to measure attention and emotional responses through participants' front-facing cameras as they naturally view your content on their devices. This proprietary neural network processes facial images to detect attention patterns and emotional reactions in real-time.

What types of content can be tested?

We can test video ads, static images (ex: packaging), social media content, website designs, and digital campaigns across multiple platforms. Our technology works with content viewed on mobile, tablet, or desktop devices within natural viewing environments.

Is this technology accurate and reliable?

Yes. The models achieve over 75% balanced accuracy across all demographic segments and have been independently validated by major technology platforms. The tool we use holds 25 patents in computer vision and emotion AI, with the approach validated through peer-reviewed academic research.

How large is your testing database?

The proprietary dataset we use includes over 17 million sessions spanning 90+ countries and 85,000+ ads, making it the largest authentic facial dataset in the world. This extensive database ensures accurate, culturally relevant insights across global markets.

How is participant privacy protected?

All participants go through a GDPR-compliant consent process before testing begins. Camera recordings are processed in a privacy-safe manner on secure servers, and all data is anonymized. Participants opt-in voluntarily and can withdraw at any time.

How do we work together throughout the process?

We believe in true partnership and collaboration. From initial strategy through final insights, we maintain constant communication to ensure our research aligns with your business objectives. We work as an extension of your team, providing ongoing guidance and translating complex data into actionable strategies that drive measurable results.

Get in touch.

Ready to discover what your customers really think? Let's discuss how neuromarketing insights can transform your campaigns and drive measurable results. Get in touch to start the conversation.