The Neurons Avoidance Prediction is only available on API
What is the Avoidance score?
The Avoidance score measures the degree of emotional rejection, disinterest, or irritation viewers feel toward a creative. This is the first AI-based metric designed to quantify negative sentiment from a gut-level, subconscious perspective.
It is derived from associations with the words Annoying and Boring, and reflects a creative’s potential to repel, frustrate, or fail to connect with viewers.
How is the Avoidance score calculated?
The Avoidance metric was developed using our Fast Response test (FRT) methodology. Participants view content for a few seconds and then rate it using association words like "Annoying" and "Boring"by pressing "yes" or "no." Their response time is also recorded, giving weight to how strongly they feel. By normalizing response times and responses across multiple participants, we ensure the FRT score is both comparable and reliable.
The Avoidance score combines three key inputs:
- The Yes/No answer
- The reaction time, normalized per individual (to account for faster/slower responders)
- The level of agreement across participants
Quick “Yes” responses to negative words = High Avoidance.
For a more detailed explanation of the FRT methodology, see this article.
How the Avoidance model is built?
The Avoidance model is trained on data from over 5,000 participants. It uses the same EfficientNetB2V2 model architecture and Grad-CAM explainability tools.
- The model can be applied across formats, including print, display, social, and video.
- Video assets are scored frame-by-frame, allowing for pinpointing high-friction moments within the narrative.
What affects the Avoidance score?
From statistical analyses and model outputs, key Avoidance drivers include:
- Unrewarded attention: Early focus without narrative or emotional payoff.
- Visual clutter: Confusing layouts, overlapping text, or unclear branding.
- Cognitive overload: Complex or irrelevant information overwhelms the viewer.
- Generic or unrelatable content: Lacks distinctiveness or fails to emotionally connect.
Interpreting Avoidance scores
Avoidance Scores range from 0 to 100:
- Low scores (0-25): The asset has low levels of emotional aversion. It is unlikely to annoy or bore viewers, suggesting it holds their attention and doesn’t trigger disengagement.
- Medium scores (26-40): The asset may evoke some negative emotional response or mild disinterest. While not outright irritating, it might lose viewer attention in certain contexts.
- High scores (41-100): The asset triggers strong aversion or boredom in viewers. It is likely perceived as annoying, confusing, or unoriginal—reducing emotional connection and attention.
Avoidance isn’t always bad—but it needs context. Some high-Avoidance content still scores well on recall.
In some early Social Media tests, Avoidance was present in top-performing ads, suggesting it may flag polarizing or high-friction attention.
Use Avoidance scores to identify creative friction, drop-off risks, or emotional disconnects that could hurt brand perception or viewer retention.