Latest · Science
By Oussama Nakhil
How to Check an AI Creative-Testing Claim
By Oussama NakhilScience
Research on AI creative scoring, predicted visual attention, benchmark validation, and the evidence limits creative teams should understand.
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.
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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.
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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.
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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.
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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.
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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.
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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.
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How to Interpret RoastIQ KPI Scores
A practical guide to reading RoastIQ KPI scores, benchmark labels, and the next action they support.
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Benchmark Interpretation Guide for Creative Teams
How to use benchmark context correctly without letting norms replace strategy or judgment.
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When to Use BuyerLens After RoastIQ
BuyerLens works best when RoastIQ has exposed a tension the team still cannot resolve.
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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.
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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.
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