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Latest blogs
7 October, 2026
Best creative testing tools for UK brands: how to compare your options
UK marketing and insight teams are testing more creative than ever, but research budgets are under real pressure. The IPA's Q2 2026 Bellwether Report found market research budgets cut by a net balance of –4.1%, following an even steeper –8.5% cut...
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7 October, 2026
Best creative testing tools for UK brands: how to compare your options
UK marketing and insight teams are testing more creative than ever, but research budgets are under real pressure. The IPA's Q2 2026 Bellwether Report found market research budgets cut by a net balance of –4.1%, following an even steeper –8.5% cut...
30 September, 2026
AI-powered creative testing vs traditional eye tracking
AI-powered creative testing predicts attention, memory and emotion directly from a creative asset in minutes, without recruiting a single participant. Traditional eye tracking measures real people's gaze using hardware or a webcam panel, typically...
16 September, 2026
How to test packaging design for UK retail
Testing packaging design for UK retail means checking three things before a pack goes to print: will it be seen on shelf, will shoppers remember its brand and message, and how will it make them feel. With own-label products now accounting for more...
2 September, 2026
The science behind Dragonfly AI: a London AI success story
London's AI sector raised $9.4bn in the first half of 2026 alone – 98% of all UK AI investment in that period, according to Tracxn's UK AI H1 2026 Report. Dragonfly AI is one of the companies behind that number. Headquartered in London and built on...
26 August, 2026
The problem with measuring emotional response in advertising
Every creative review ends the same way: someone says an ad 'feels right', everyone nods, and the campaign goes live. Emotion is treated as the one part of creative effectiveness too subjective to measure – a matter of taste, settled by instinct. ...
12 August, 2026
The problem with A/B testing on ad platforms like Meta and Google
Marketers trust A/B testing the way scientists trust a controlled experiment: show two versions, measure the winner, act on the data. But A/B testing on ad platforms is increasingly unreliable – not because testing is a bad idea, but because the...
3 July, 2026
What is emotion detection in advertising?
What is emotion detection in advertising? Emotion detection in advertising measures how people are likely to feel when they view an advert or piece of creative. It helps brands understand emotional responses that influence attention, memory and...
3 July, 2026
What is pack testing in FMCG?
What is pack testing in FMCG? Pack testing in FMCG is the process of evaluating packaging designs to understand how consumers are likely to notice, interpret and respond to them before they reach the shelf. It helps brands optimise packaging for...
3 July, 2026
What are ad attention metrics in marketing?
What are ad attention metrics in marketing? Ad attention metrics measure how effectively an advert captures and holds a viewer's attention. They provide marketers with a more meaningful way to evaluate creative performance than impressions or...
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