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Science

Methodology research on AI creative scoring, visual attention, and benchmark validation.

What Is Pre-Spend Creative Intelligence? The Pre-Post Gap Explained
Science

What Is Pre-Spend Creative Intelligence? The Pre-Post Gap Explained

Pre-spend creative intelligence evaluates ad creative before budget commits, inside the Pre-Post Gap where the ad is still editable. Here is the definition, and what the category is not.

Oussama NakhilBy Oussama Nakhil
Three layers of scoring: from raw signals to KPI families to creative verdict
Science

Three layers of scoring: from raw signals to KPI families to creative verdict

A single AI score for an ad is useless. RoastIQ scores in three layers: raw perception signals, sub-KPI families, and the 5 main KPIs with weighted composite.

Oussama NakhilBy Oussama Nakhil
Visual attention prediction vs. eye tracking: what we can and cannot claim
Science

Visual attention prediction vs. eye tracking: what we can and cannot claim

RoastIQ uses TranSalNet to predict where the eye is likely to look. This is not eye tracking. Here is exactly what the model does and where it breaks down.

Oussama NakhilBy Oussama Nakhil
From RoastIQ score to buyer objection: how context makes synthetic interviews sharper
Science

From RoastIQ score to buyer objection: how context makes synthetic interviews sharper

BuyerLens never starts from scratch. Every interview begins with the RoastIQ result. This context transforms generic AI interviews into focused pressure tests.

Oussama NakhilBy Oussama Nakhil
When a BuyerLens study is strong enough to act on
Science

When a BuyerLens study is strong enough to act on

We do not show a single accuracy percentage because that would be misleading. Instead, we show coverage indicators that help you judge study strength.

Oussama NakhilBy Oussama Nakhil
Ad Attention Heatmaps Explained: How AI Predicts Where People Look
Science

Ad Attention Heatmaps Explained: How AI Predicts Where People Look

An attention heatmap predicts where the eye is likely to land. It is a model output trained on aggregated fixation data, not a recording of anyone looking at your ad.

Oussama NakhilBy Oussama Nakhil
AI Ad Creative Scoring vs A/B Testing: Which One and When
Science

AI Ad Creative Scoring vs A/B Testing: Which One and When

Scoring predicts before you spend. A/B testing measures after you have. They answer different questions, and the useful move is sequencing them rather than picking one.

Oussama NakhilBy Oussama Nakhil
How to Interpret RoastIQ KPI Scores
Science

How to Interpret RoastIQ KPI Scores

A practical guide to reading RoastIQ KPI scores, benchmark labels, and the next action they support.

Oussama NakhilBy Oussama Nakhil
Benchmark Interpretation Guide for Creative Teams
Science

Benchmark Interpretation Guide for Creative Teams

How to use benchmark context correctly without letting norms replace strategy or judgment.

Oussama NakhilBy Oussama Nakhil
When to Use BuyerLens After RoastIQ
Science

When to Use BuyerLens After RoastIQ

BuyerLens works best when RoastIQ has exposed a tension the team still cannot resolve.

Oussama NakhilBy Oussama Nakhil
Synthetic Users for Marketing Research: Benefits, Risks, and Best Practices
Science

Synthetic Users for Marketing Research: Benefits, Risks, and Best Practices

AI-generated research participants are fast and cheap, which makes them useful for early exploration. They are not real people, so their output is directional input to validate, never final evidence.

Oussama NakhilBy Oussama Nakhil
Synthetic Consumers vs. Real Consumer Panels
Science

Synthetic Consumers vs. Real Consumer Panels

Synthetic wins on speed, cost, and iteration. Real panels remain necessary for validation, novel categories, and representative sampling. The best results come from sequencing them.

Oussama NakhilBy Oussama Nakhil