Emotions happen before people think. So if you ask somebody how they feel, you're actually asking them how they think they feel because whatever they felt has already happened.
Key Takeaways
- Emotional response is a stronger predictor of advertising effectiveness than rational persuasion or attention alone
- Platform metrics like views and clicks measure delivery, not impact — behavioral measurement reveals what actually drives brand growth
- AI augments human research capabilities but cannot replace the intuition and empathy of experienced researchers
- Element Human measures second-by-second emotion, attention, and memory to reveal what truly drives audience behavior
"Our job is not to go in there and tell you what emotion they're feeling, necessarily. Our job is to see if body language and behaviors are indicative or leading indicators of a metric that matters to you and your business."
- Matt Celuszak, Founder & CEO