Understanding Our Metrics

Our decisions are rooted in a pivotal concept: Attention. It is not just about recall but what is encoded in the brain and is enduring, often below conscious perception. We also measure Engagement with the content. Together with the metrics of Activation and Enjoyment, these metrics help to understand subconscious responses holistically.

Our Moments construct and the Popularity Index are conclusive metrics that yield categorical advice to our clients, about their GTM decisions.

- What is it? Attention is a form of memory encoding about what is being stored in the brain at the moment, which can last for milliseconds or days or extend to much longer periods.

- Impact: Memory, both conscious and subconscious, informs decision-making. Every in-market decision is the result of a memory about a stimulus created through an experience, a narration or an advertisement.

- What is it?Engagement is the personal comprehension of any stimulus — from ideas, locations, people, colours and shapes.

- Impact: Personal comprehension drives relevance and hence builds long term memory. Serves as the true test for the duration or life of an idea among its target audience.

- What is it? Measures the momentum spurred by emotional experience, scientifically described as accept or reject.

- Impact: This metric has the highest correlation to self-reported data and is essential to understand how the narrative structure, audiovisual executions and casting influence choice. Influences positive or negative memory encoding and indicates likely behaviour in the short term.

- What is it? Measures the strength of emotion experienced — not just the quality (i.e., joyful or sad), but the durability of the emotion.

- Impact: This metric plays a crucial role in endowing memories with a unique essence or tone.

Helps understand how ‘viral’ is the desire for new products, appealing plots in serials or movies, packaging elements, and advertising stories.

- What is it? It is a construct of valence in every moment in the test narration or a film clip.

- Impact: It allows a granular appreciation of how specific plots or scenes in the content are evaluated by its target audience. Product, creative and design teams will take specific inputs for the improvement in the test material.