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Reading your results

In short

Start with the E-Score, then look at its two building blocks, Emotional Engagement and Attention. Use Valence, Focus, Spread, Clarity and Mental Demand to understand why, the overlays to see where attention goes, and the benchmark values to see how you compare.

Each analysis opens on a results page with your creative in the centre and the results around it. This page walks you through it in the order we recommend reading it.

The layout

• Tabs on the left: Overview (headline scores), Metrics (detailed attention metrics and the emotional profile), Insights (AI-written diagnosis and recommendations), Scenes (videos only) and AOI (areas of interest, images only).
• Overlays above the creative: switch between Heatmap, Fogmap, Gazeplot and Convergence (the attention build-up, images only), or the Original.
• Right column: content that follows the tab you are on, the benchmark used (shown as a path such as Image › Advertising › Food & beverage) and Team notes at the bottom.

Hover any ? icon for a short explanation of a metric.

Step 1: The E-Score

The E-Score is the headline: one 0–100 score that combines how strongly the creative moves people (Emotional Engagement) and how well it captures and organises the eye (Attention), so a high E-Score needs strength on both. On Overview it sits on a coloured scale that marks your creative and, if you set a benchmark, the benchmark average.

The colour tells you which band the score is in:

Below 4040–6970+

E-Score colour bands in Foresight: red, amber, green.

Green means 70 and above, amber 40 to 69, red below 40. On the video scene timeline the same bands are labelled Good, Medium and Low. Because most scores are positioned against reference creatives, a typical creative lands around the middle, in the amber band; amber is not a failing grade. See E-Score and Score tiers.

Step 2: The two building blocks

Overview shows two cards right next to the E-Score.

• Emotional Engagement: how strong the predicted emotional reaction is, whatever the emotion. Underneath it, Valence shows the tone, from −100 (clearly negative) to +100 (clearly positive). Valence is not part of the E-Score: a creative that evokes strong negative feelings can still score high on engagement, so always read the two together. See Emotional Engagement and Valence.
• Attention: how well the creative is predicted to guide the eye to a clear focal area without being too bare or too busy. Underneath it are Focus, Clarity and Mental Demand. See Attention.

If the E-Score is lower than you expected, this is where you find out which side is holding it back.

Step 3: The details in Metrics

The Metrics tab breaks Attention down:

• Focus: how concentrated predicted attention is.
• Spread: how close together the main attention points are.
• Clarity: built from the two; high when attention gathers on a few, well-grouped areas.
• Mental Demand: how visually complex the creative looks. Unlike the other scores, the middle is best: 25 to 75 is the recommended zone, below it the creative may be too bare, above it too busy.

The right column shows the emotional profile: the dominant emotion and the predicted strength of each of the eight emotions. Each emotion is scored independently, so the eight values don't add up to 100. For videos, a Temporal trend chart shows how emotions, Attention, Clarity and Mental Demand evolve over time; drag across it to zoom and double-click to reset.

Step 4: Benchmark values

When you selected a benchmark, each score shows the benchmark value ("Benchmark: …/100") and how many points you are above or below it (for example "+8 vs …"). The benchmark changes only these comparison values, not your scores. With no benchmark selected, and for every video and every image analysed inside a platform, scores are still shown, but without comparison values. See Benchmarks.

Step 5: Overlays, insights and the rest

• Overlays show where attention goes: the heatmap highlights the areas most likely to be looked at, the fogmap shows what stays visible, and for images the gaze plot and attention build-up add the main hot spots and how attention spreads. See Attention.
• Insights turns the scores into a summary, a detailed analysis and prioritised recommendations. They arrive a little after the scores. See AI insights.
• Scenes (videos) splits the video into scenes, each with its own values and a Good / Medium / Low colour.
• AOI (images) lets you draw areas around elements such as a logo or a headline and see their share of predicted attention.

If Insights appears greyed out, the feature is not enabled for your account: contact your account manager.

How to read it

1. Look at the E-Score and its colour band.
2. Check which building block (Emotional Engagement or Attention) explains it.
3. Read Valence next to Emotional Engagement, and Focus, Spread, Clarity and Mental Demand under Attention.
4. Compare with the benchmark values to see where you stand against similar creatives.
5. Open the overlays and Insights to see why, and what to change.

Common pitfalls

• Treating the E-Score as the whole story. It is a synthesis; the decisions come from its building blocks and the overlays.
• Reading a high Mental Demand as "better". The best zone is in the middle.
• Ranking images and videos together by E-Score. They are compared with different benchmarks, and attention scores are compared with creatives of the same media type (see how scores are positioned); compare images with images and videos with videos.
• In lists and cards, a "-" means the E-Score is not available yet.