Grounded in neuroscience. Evaluated on advertising.

A brain-encoding model learns a relationship between representations of content and measured neural responses in research data. Applying that relationship to video creative produces estimates that can be summarized and compared.

The customer supplies creative for analysis. The estimates come from the content; this workflow does not collect brain data from the customer's audience.

A profile is a set of estimated neural-response summaries, rather than a direct reading of a viewer's attention, emotion, memory, or purchase intent. Mapping a neural target to a psychological interpretation requires care.

In this context, a mechanism is a proposed account of how content is processed. A model estimate by itself does not establish that mechanism or a causal effect on behavior. The model version, targets, aggregation, units, and applicable reference set should be specified for an engagement.

Consumer-evaluation analysis. Our September 2026 work in progress reports a common sample of 2,349 TV advertisements across 172 brands, analyzed alongside consumer pretest evaluations. Those evaluations are distinct from observed sales or measured brain responses.

External fMRI comparison. The work in progress separately evaluates selected estimated neural summaries against measured fMRI, with eligible samples of 37 U.S. ads and 32 Dutch ads. These are smaller comparisons, not brain measurements for all 2,349 advertisements. Performance varies by target and cohort.

This research is a work in progress, not a peer-reviewed validation of a commercial release.

A useful interpretation depends on the creative format, model target, reference coverage, and decision at hand. Differences between estimated profiles do not, on their own, identify the cause of those differences or the creative that will sell more.

Sensitivity to a particular edit needs to be established before drawing conclusions from that edit. Consumer research and subsequent testing can help examine hypotheses that arise from a portfolio review.

For a proposed engagement, we discuss the question and confirm the model and profile specification, coverage, and interpretation scope before analysis.