The eight emotions
Foresight predicts eight emotions, four broadly positive and four broadly negative. Each is a predicted strength from 0 to 100, independent of the others, so they do not add up to 100. Read the top two together.
What it is
Foresight predicts how strongly each of eight emotions is likely to be evoked in a viewer by your creative. These are evoked emotions, the feeling your audience is likely to have, not the emotions displayed by people in the image.
The eight emotions fall into two broad groups.
Broadly positive
- Amusement: finding something funny or playful; light, social, smile-inducing. Typical of humour, visual gags and quirky characters.
- Awe: wonder at something vast, beautiful or impressive, such as landscapes, spectacle, craftsmanship or scale. It pulls attention and invites a pause.
- Contentment: calm satisfaction, comfort and warmth, an "all is well" feeling. Typical of home, family, food, wellness and cosy settings.
- Excitement: energised anticipation, a thrill, "I want this" or "something is happening". Typical of action, sport, launches, fast cuts and strong music.
Broadly negative
- Anger: frustration, injustice or irritation. Used in cause and protest messaging or when framing a pain point.
- Disgust: repulsion or aversion, such as dirt, decay, germs or moral distaste. Typical of cleaning, hygiene or "before" shots.
- Fear: tension, threat, suspense or worry. Used in safety, insurance, thriller-style or problem/solution creatives.
- Sadness: loss, melancholy, empathy, being moved. Typical of charity, emotional storytelling and nostalgia.
The emotions also differ in energy: higher-energy emotions such as fear and excitement, and calmer ones such as contentment and sadness. Energy matters for Emotional Engagement, and tone (positive or negative) matters for Valence. See Valence and intensity.
What feeds it
The emotion model reads what your creative shows. It also uses a short description of the creative's content as context, so both the visuals and what they depict count. It always runs on your original upload, whatever platform you choose.
How it's built
For each emotion, the model predicts its strength on its own. The eight values are independent: several emotions can be high at the same time (a trailer can be both exciting and frightening), and all of them can be low (a neutral product shot). They are not shares of a whole, so they do not add up to 100.
The dominant emotion is simply the strongest of the eight. The Overview also shows the runner-up, because the top two together give the most reliable picture of the reaction: in internal tests, the top two emotions together reach about 98% accuracy.
Real reactions are often mixed. When two emotions are both high, read them together as a mixed feeling, for example warm and sad, or tense and excited.
Scale and direction
Each emotion runs from 0 to 100. Higher means that emotion is predicted to be more strongly evoked. There is no "good" or "bad" direction: whether a high value is desirable depends on what your creative is trying to do.
The individual emotions are absolute values. They are not compared with a benchmark. Only Emotional Engagement is positioned against reference creatives.
Image vs video
Images get one Emotional Profile. Videos get a profile for every frame, shown as curves in the emotion timeline, and an overall profile that averages all frames. The dominant emotion of a video is taken from that overall average, so a short spike, such as a brief scare, may not be dominant overall.