What do Predict scores mean?

This article explains the cognitive & sentiment scores you can generate with Predict AI.

 

Focus score

Focus is used to measure focused attention in an image or a video.

What is Focus?

Focus is an index of how large a portion of your asset draws attention. It also indicates the level of consensus between viewers on where they will spend their time looking at an image or video frame. If your image or video has many items that draw attention, people are less likely to focus on any single part of the asset.

How to interpret Focus ranges?

  • Low Focus scores (0-24%) are achieved when attention is scattered across the image or video frame. In this case, viewers look at many different areas of the asset, but will most likely not see them all. When attention is scattered, you have very little control over which areas and elements your audience will see on your asset.
  • High Focus scores (75-100%) are achieved when a single or very few narrow areas draw most of the visual attention. In this case, attention is very focused on one single element or just a very few elements. Your audience will very likely see this or these elements when exposed to your asset.

How is Focus calculated?

The score is based on the whole image or video frame and is calculated on a pixel level. Theoretically, a Focus of 100% would have 100% of the attention focused on one pixel. In contrast, a Focus of 0% would mean that all the attention is evenly divided across the entire image or frame.

You can also think about the Focus score as the index of how much people will look at specific areas of your asset in relation to the total size/area of your asset.

 

Cognitive Demand score

Cognitive Demand measures the amount of visual information viewers have to process while looking at your asset.

What is Cognitive Demand?

Cognitive Demand shows the amount of visual information viewers has to process while looking at your asset. When images and videos are more visually complex, they lead to increased perceptual load and thereby more Cognitive Demand. Complex images might heavily draw on our working memory, making them very difficult to remember, even temporarily.

The score is largely based on a measure of visual complexity but has been improved to extend beyond that by correlating and validating the score with our extensive EEG dataset.

How to interpret Cognitive Demand ranges?

We use Cognitive Demand to understand how an image or video will be received. Ideal Cognitive Demand scores may vary for different contexts and stimuli.

  • Low Cognitive Demand (0-24%) indicates that an image or video frame is simple and very easy to process, however, this can make the viewer spend less time looking at your asset as it is very easy to process.
  • High Cognitive Demand (75-100%) makes it harder to find single elements in an image and makes it harder to understand the image as a whole, and it requires more processing power of the brain (Cognitive Load). High Cognitive Demand can be more stressful and can leave negative emotional effects and makes visual information harder to remember.

How is Cognitive Demand calculated?

For over a decade, Neurons has been collecting data on the amount of information in consumer experiences  - especially with methods such as eye-tracking and EEG brain scanning.

Since 2013, we have been working on an automated measure of visual complexity and how this relates to cognitive load (i.e., the overall workload of your brain). 

In recent times, we have improved this automated measure by drawing on newer methods in mathematics and statistics, which are focused on describing the amount of information. In this way, we use a well-established mathematical description of "noise" or "entropy" called Shannon entropy, where we use a so-called Gray Level Co-occurrence Matrix (GLCM), which we then sigmoid-normalize from 0-100. 

The score is based on the whole image/frame, and is calculated on a pixel level

 

Clarity score

What is Clarity?

The Clarity score predicts whether customers will experience your asset clearly or not.

How do I interpret Clarity scores?

A low Clarity score means that customers will experience your design cluttered and hard to understand. Designs with much information, or even noise, typically lead to lower Clarity scores. Here, you should ask whether the many and/or noisy elements are important in conveying the message in your design.

In most instances, Clarity should be high, combined with high attention to your main assets (brand, offer, message, product). Under certain circumstances, a low Clarity is acceptable, as in when your asset is showing an abundance of offers, and there is no single item that should grab attention.

 

Engagement score

What is Engagement?

The Engagement score is the prediction of how excited and immersed your customers will feel when they are exposed to your asset. A high level of Engagement leads to increased brand memory and purchasing behavior.

How to interpret Engagement scores?

We often see that Engagement is driven by emotional elements, such as faces showing emotions, as well as objects, large letters, and offers. Generally clear and simple visual information.

If you have a strong brand, consider making the brand an important part of your design, as this will lead to higher Engagement.

We often see that lower Engagement is driven by factors such as complex visual designs, gloomy colors, and highly technical materials. To increase Engagement, consider simplifying your messaging; less is more!

 

You will often see that Clarity and Engagement scores are opposites. Elements that drive much Engagement can also demand more from the brain to understand information. e.g., text or information, leading to lower Clarity.

When it comes to analyzing Clarity and Engagement, keep in mind that these are secondary scores. If Cognitive Demand scores are too high and Focus scores are too low, it will be quite challenging to have people spend enough time with your ad to drive real engagement.