The Neurons Intent Prediction is only available on API
What is the Intent score?
The Intent score predicts whether a viewer feels motivated to act after seeing a creative. It captures immediate behavioral readiness—the gut reaction to engage, try, recommend, or buy.
The score is based on fast associations with action-oriented words like Explore, Consider, Try, Choose, Recommend, and Buy. This makes Intent a strong early indicator of conversion potential, advocacy, and customer decision-making.
How is the Intent score calculated?
The Intent 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 "Explore", "Try", and "Buy" 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 Intent 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
This method provides a robust measure of motivational drive, grounded in behavioral psychology and validated across diverse formats.
For a more detailed explanation of the FRT methodology, see this article.
How the Intent model is built
The Intent model is trained on data from 7,800 participants. Like our other FRT predictions, it uses a fine-tuned EfficientNetB2V2 model.
- Video assets are scored frame-by-frame to track how Intent evolves over time.
- Predictions are supported with Grad-CAM visualizations, highlighting areas that influence behavioral readiness (e.g., products, CTAs, faces).
What affects the Intent score?
Regression and model analyses show:
- Engagement is the strongest predictor of Intent—emotional resonance matters.
- Early focus helps establish motivational readiness.
- Cognitive demand works in moderation: slight challenge stimulates curiosity, but too much can lead to Avoidance.
- Clear product exposure supports Intent, especially when it appears early and without clutter.
Interpreting Intent scores
Intent Scores range from 0 to 100:
- Low scores (0-40): The asset lacks elements which drive the intent of viewers to explore further the product or branding associated with the asset.
- Medium scores (41-60): The asset drives some viewers to act towards the brand or product but might not be enough to motivate the majority.
- High scores (60-100): The asset is engaging and drives most viewers to act.
Intent provides unique insight beyond engagement or attention—it focuses on actionability.
In video testing, Intent correlated positively with VTR.
Use Intent scores to evaluate whether a creative inspires consideration, advocacy, or trial—ideal for performance and conversion campaigns.