Measure What Your Audience Thinks, Feels, & Says

Turn Human Behaviors Into Machine Learned Empathy.  

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Real world attention and emotion at the point of purchase.
Real world attention and emotion when interacting with a patient.
Real world engagement when interacting with an app.
Real world attention and emotion to optimise the audience experience.

You're in good company around here...

Campaign Measurement is Broken

1.2% of campaign views get a click or engagement. 98.8% of campaign views go unmeasured.
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We measure full funnel campaign impact. Capturing emotion and behavioral insights in real world digital environments - aka the human element (!).  

See how it works
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Experience
Attention
Engage
Engagement
Remember
Memory
Behave
Behavior
“The trouble with market research is that people don't think what they feel, they don't say what they think and they don't do what they say.”
― David Ogilvy
What we do
HX Data
How it works
We measure and predict the ​Human Experience (HX). The precision of a behavioral research lab, the scale of a survey, the speed of modern marketing.

We help creators, agencies, brands, and platforms turn human behaviors into machine learned empathy. Then then continually improve the quality of the human experience in their digital interactions.
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Our technology tests content, using environmental context and machine learning to simulate, then model the real world human experience at scale. We call these behavioral learning models (BLMs).

Like Large Language Models (LLMs) predict the next word, BLMs anticipate behavioral expression. This allows machines (and the humans operating them) to recognize, interpret, and empathize with the human element.
Across 10 years, 30.73 billion HX data points collected across, 90 countries, and 226 brands, we've developed a machine learned solution to understand how drivers of human behavior inform advertising performance.

The combination of audience sourcing, survey, psychological testing, mock environments, attention tracking, biometric data, and emotional modelling gives you the most comprehensive market research solution out there.

If there's a more comprehensive one, we'd like to know. Seriously, please tell us - we haven't found one yet.
Freedom within a standard framework. Our methodology brings the rigor and our rich tapestry of data brings the creative freedom.

We test creative assets inside mock platform environments by capturing, encoding, then modelling human data.

Our data is comprised of biometrics, attention tracking, psychological tests, and survey responses from real humans - like you and me - through everyday devices like smartphones and laptops.

This data, collected in context, is then encoded and modelled to simulate the real world performance of an asset.

Add in our notorious benchmarks and voila! Measuring your campaign's impact just became more science than art.
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What we do
What is HX Data?
How it works
"The older I get, the less I listen to what people say and the more I look at what they do"‍
- Andrew Carnegie
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Stopping & Staying Power

A sophisticatedly simple measurement framework to compare creators, creatives, platforms, content types, and brands.
Learn about SSP
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How Creators Evoke Emotion

We partnered up with Influencer to study how creator marketing drives impact across the funnel.
Dive into the Research
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TikTok, Influencers, & Science

We partnered up with Whalar to use behavioral insights to understand and optimize influencer campaigns on TikTok.
Watch / Read on Demand
"Measure what is measurable and make measurable what is not so"‍
- Galileo Galilei

Measure once, cut once.

Measure what's valuable, not just what's easily accessible.
Our Approach

Meet the Protagonists

"Element Human has been an invaluable partner in showing the business impact creators can have on brand performance."
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Gaz Alushi

President, Measurement & Analytics

"Element Human was not just key for the BBC’s project but also was engaging and a great learning experience for me personally!"
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Caitlin Harley

Director, Multiplatform Sales Research

"We were amazed at what we achieved in such a condensed time frame"
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Lisa Lewers

Managing Partner

"You are leading the way! A pleasure to work with your team."
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Adam Harris

Co-Founder

"We are proud to partner with Element Human to delve even deeper into the emotional impact of creator content on audiences and offer actionable insights, empowering brands to maximise the impact of their influencer marketing campaigns."
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Ben Jeffries

CEO & Co-Founder

"Element Human helps us deliver AI solutions for non-AI people. Developing plug and play solutions that help us capture real time human response to brand experiences and communications is of huge benefit to us."
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Richard Owen

Chief Transformation Officer

"Creator Economy PSA... Vanity metrics surpassed long ago. Effectiveness, impact and ROI are all measurable with partners like Nielsen, Element Human and Circana."
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Neil Waller

Co-Founder

Seeing is Believing

Meet With Our Team