Glossary
Short definitions of the terms used across Foresight and this guide, in alphabetical order. Follow the link under each term for the full explanation.
Foresight terms in alphabetical order. Each definition links to the page that explains it in full.
AI insights
The written diagnosis on the Insights tab: a summary, a detailed analysis and prioritised recommendations, produced by Foresight Copilot from your scores and the content description. Insights explain the scores; they never change them. See How AI insights work.
Amusement
A broadly positive emotion: finding something funny or playful. One of the eight emotions Foresight predicts. See The eight emotions.
Analysis
One run of Foresight on one creative, image or video. Each analysis uses one unit of your plan's allowance when it starts and is stored as a project. See Plans and analyses.
Anger
A broadly negative emotion: frustration, injustice or irritation. See The eight emotions.
Area of interest (AOI)
A rectangle you draw and name on an image to measure how much predicted attention a specific element receives. Foresight does not detect elements automatically. Images only. See Elements and areas of interest.
Arousal
The research term for the energy or activation of an emotion. In Foresight it corresponds to intensity, which drives Emotional Engagement. See Valence and intensity.
Attention (KPI)
The attention pillar of the E-Score. It is built from Clarity and whether the creative's visual complexity sits in a comfortable range, and is highest when the eye is guided to a clear focal area and the creative is neither too bare nor too busy. See Attention.
Attention build-up
An animation of how attention is predicted to develop over the first seconds of viewing an image, until it settles into the heatmap. Called Convergence in the app. See Attention build-up.
Attention map
The prediction of where a typical viewer is likely to look in your creative. The heatmap, fogmap, gaze plot, areas of interest and the attention KPIs are all built from it. See The attention model.
Attention share
The percentage of a creative's total predicted attention that falls inside an area of interest. It is a share of attention, not a share of viewers. See Elements and areas of interest.
Awe
A broadly positive emotion: wonder at something vast, beautiful or impressive. See The eight emotions.
Benchmark
The reference Foresight uses to give scores meaning: a large library of real-world creatives that every score is positioned against, plus the comparison value of the group you choose. Also called a norm or baseline. See Benchmarks.
Benchmark generation
A larger, released update of the benchmark. New analyses use the current generation; older analyses keep being shown against the one they were analysed with. See Benchmark versions and updates.
Clarity
A 0–100 KPI measuring how concentrated and grouped predicted attention is. It is built from Focus and Spread and measures visual organisation, not message comprehension or legibility. See Clarity.
Compare
The view that puts several analysed creatives of the same media type side by side, sorted by score, with the best value per metric highlighted. See Compare.
Comparison group
The group of reference creatives whose average is shown next to your score: creative type and sector for images, platform for videos. It never changes your score. See Sectors and creative types.
Comparison value
The average score of your chosen comparison group, shown next to your score with a "+N / −N" chip for the difference. No value is shown when no group is selected. See How scores are positioned.
Complexity fit
The ingredient of Attention that reflects whether the creative's visual complexity sits in a comfortable range, neither too bare nor too busy. It is related to Mental Demand but is not the same number, and it is not shown as a separate value in the app. See Attention.
Contentment
A broadly positive emotion: satisfaction, comfort and warmth. See The eight emotions.
Convergence
The app's name for the attention build-up. See Attention build-up.
Copilot
Foresight Copilot, the AI assistant that writes the insights and recommendations on the Insights tab. See AI insights.
Creative type
The image comparison groups for the kind of creative: Advertising or Packaging. See Sectors and creative types.
Disgust
A broadly negative emotion: repulsion or aversion. See The eight emotions.
Dominant emotion
The strongest of the eight predicted emotions. The runner-up is shown too, because the top two together give the most reliable picture. See The eight emotions.
E-Score
Foresight's headline 0–100 score. It combines Emotional Engagement and Attention, so a high E-Score needs strength on both; Valence is not part of it. See E-Score.
Element benchmark
The reference value for areas of interest of type Face, Logo or Text: the typical attention share of that element type at a similar size. It is the same for every sector and platform, and the app presents it as a general benchmark. See Element benchmarks.
Emotion timeline
For videos, the curves of the eight emotions over time, shown in the Temporal trend chart and synced with the player. See The emotion timeline.
Emotional Engagement
A 0–100 KPI measuring how strongly your creative is predicted to activate an emotional response, whatever its tone. Labelled "Emotion" in some views. One of the E-Score's two pillars. See Emotional Engagement.
Emotional Profile
The eight predicted emotion values of a creative, each a strength from 0 to 100. Images get one profile; videos get one per frame plus an overall average. See The eight emotions.
Excitement
A broadly positive emotion: energised anticipation or a thrill. See The eight emotions.
Fear
A broadly negative emotion: tension, threat, suspense or worry. See The eight emotions.
Focus
A 0–100 KPI measuring how small an area of the creative draws predicted attention. One of the two parts of Clarity. See Focus.
Fogmap
The reverse view of the heatmap: areas predicted to receive attention stay visible and the rest fades behind a white fog. See Fogmap.
Frame
A single still image within a video. Emotion is predicted on every frame; attention on frames sampled throughout the video. See How videos are analysed.
Framework
A common customer name for the platform choice: the app screen (such as TikTok or Instagram) your creative is analysed in. See Platforms.
Gaze plot
Numbered stops on the main hot spots of predicted attention in an image, joined in a suggested sequence. The order is indicative only, stop size does not show viewing time, and there is no benchmark. See Gaze plot.
Heatmap
A colour overlay of the attention map. Red marks the strongest predicted attention in this creative, then orange and yellow. Colours are relative to each creative, so do not compare redness across creatives. See Heatmaps.
Hot spot
A place where predicted attention clusters, clearly separated from other such places. Hot spots become the gaze plot's stops and feed the Spread score. See Gaze plot.
Intensity
How strong an emotional reaction is, whatever its tone. Emotional Engagement measures intensity; higher-energy emotions contribute more than calmer ones. See Valence and intensity.
Mental Demand
A 0–100 KPI estimating how visually complex a creative looks compared with reference creatives. Best around 50: toward 0 it is too simple, toward 100 too complex, and 25–75 is the optimal zone. Narrative complexity has no influence. See Mental Demand.
No platform
The default platform setting: the creative is analysed on its own, without an app screen around it. A video with no platform shows no comparison value. See Platforms.
Objective
The optional campaign goal chosen at upload: Brand building, Consideration, Conversion or Trust. It shapes the AI insights only and never changes a score. See Campaign objectives.
Percentile
A position within a ranked list. Most Foresight scores work like a percentile rank: they show how much of the reference library your creative is ahead of, with 50 in the middle. See How scores are positioned.
Platform
Where your creative will run: Instagram, Facebook or X (images and videos) or TikTok (videos only). Attention is simulated inside that app's screen; for images, a platform also removes the type and sector comparison. See What changes when you pick a platform.
Predicted attention
Attention estimated by a model trained on real eye-tracking studies, not recorded from real viewers of your creative. See Predicted vs measured.
Project
Where an analysis lives in the app. Projects can be grouped into folders, searched, shared and compared. See Projects and folders.
Reference library
The large library of real-world images and videos, analysed with the same models as your creatives, that scores are positioned against. Also called the benchmark universe. See The benchmark universe.
Sadness
A broadly negative emotion: loss, melancholy, empathy or being moved. See The eight emotions.
Saliency
The research term for how strongly an area stands out and attracts the eye. Foresight's attention map is a prediction of visual saliency for a typical viewer. See The attention model.
Scene
A section of a video, split automatically. Each scene shows averaged values and a Good / Medium / Low colour. See How videos are analysed.
Sector
The industry used to narrow an image comparison group, such as beauty and personal care or food and beverage. Optional; videos have no sector groups. See Sectors and creative types.
Spread
A 0–100 KPI measuring how close together the main points of predicted attention are. It is highest when attention gathers on one main area; more competing areas lower it. One of the two parts of Clarity. See Spread.
Temporal trend
The chart on a video's Metrics tab that shows the eight emotions, Attention, Clarity and Mental Demand over time. See The emotion timeline.
Tier
A fixed colour band of the 0–100 score: green for 70 and above, amber for 40–69 and red below 40, shown as Good, Medium and Low on video scenes. Tiers do not depend on your comparison group. See Score tiers.
TikTok
A platform option for videos. Your video is placed full-screen in the TikTok feed with the app's interface on top; Clarity is the KPI most sensitive to this frame. See TikTok.
Valence
The predicted emotional tone, from −100 (clearly negative) to +100 (clearly positive), with 0 as neutral. It is not a ranking and not part of the E-Score. See Valence.
View time
An estimated viewing time for an area of interest, that moves with its attention share. It is not a measured dwell time. See Elements and areas of interest.