Using Foresight

Compare

In short

Compare shows several creatives of the same media type side by side, with the metrics you choose, sortable and with the best value per metric highlighted, plus a verdict naming the best creative overall. Images and videos can't be mixed.

What it is

Compare puts several analysed creatives next to each other so you can see which version performs best (for example, three cuts of the same video or four key visuals for one campaign).

How to open it

• On the dashboard↗(opens Foresight in a new tab), click Compare stimuli.
• In Projects↗(opens Foresight in a new tab), select several projects and click Compare in the selection bar.
• Inside a folder, click Compare all.
• Inside Compare, click + Add to pick more creatives.

What you see

• Overview (cards) or Table layout.
• A verdict at the top names the creative with the highest E-Score and its lead over the runner-up, and lists the other metrics it also leads on.
• For each creative: the E-Score plus the metrics you pick in the Metrics menu: Emotional Engagement, Attention, Valence, Clarity, Focus and Mental Demand (the first four are shown by default). Your choice is remembered on this device.
• Sort by any of these metrics, best first. The best value for each metric is highlighted.
• When a creative has a comparison group, its bars show the group average as a marker, as on the study page.
• Remove a creative from the set, or double-click a card to open its full analysis.

To share a comparison, export it as a comparison report.

Image vs video

You can only compare creatives of the same media type, all images or all videos. The first creative you add sets the type; the picker greys out the other type ("You can only compare content of the same type").

This is deliberate: images and videos have different benchmarks, and scores are positioned against creatives of the same media type (see how scores are positioned), so an image score and a video score are not directly comparable. See Images vs videos in benchmarks.

How to read it

• "Best" means the highest value in the set, for every metric including Valence. Mental Demand is the exception: the best value is the one closest to the optimal zone (25–75), so it is ranked by distance from that zone.
• Benchmark markers appear only for images with a creative type or sector picked and analysed without a platform. Videos and images analysed inside a platform show no comparison value, as on the study page.
• Element (AOI) results are per study and don't appear in Compare.

Common pitfalls

• Compare like with like. Compare doesn't check whether creatives were analysed with the same platform or comparison group. A creative analysed inside a TikTok frame and one analysed raw are not a like-for-like pair. For a fair test, analyse all versions with the same settings.
• Analyses from very different periods. Foresight's models are improved over time and each analysis keeps the results it was produced with. For the cleanest comparison, analyse all versions in the same period: see Benchmark versions and updates.
• A small gap isn't always a winner. Look at the size of the difference and at the supporting metrics before declaring a winner on one or two points.