Decode 2.0: The Evolution into a Unified Human Insights Platform

Decode 2.0 is Entropik’s next-generation unified human insights platform, bringing together consumer research, creative testing, user experience analytics, Predictive AI, automation, and centralized insight management.

Introduction: From Measuring Emotion to Understanding People

Over seven years, Decode has transformed from a set of standalone emotion-analytics tools into a complete, integrated human insights system.​

Decode 2.0 marks the most significant advancement yet—uniting over 30 research and testing use cases, automating insights with AI, and centralizing knowledge for teams across marketing, product, and research.

With Decode 2.0, organizations can test, analyze, store, and reuse insights seamlessly within one connected ecosystem.

The Evolution of Decode: A Seven-Year Transformation

Decode’s progression reflects the growing complexity and scale of modern research. Each phase introduced crucial capabilities that now form the backbone of Decode 2.0.​

Affect Lab (2017–2020)

Emotion AI for Media and Shopper Research

• Facial coding

• Eye tracking

• Voice emotion analytics

• Applied to ad testing, shopper studies, and packaging evaluation

Affect Lab established the foundation for scalable emotion measurement, enabling brands to quantify emotional responses with precision.

Affect UX (2020–2021)

Behavior and UX Analytics

• Prototype and website testing

• Attention mapping

• Multi-device behavior capture

Affect UX expanded Decode’s capabilities into digital experience analytics, connecting emotional reactions with actual user behaviour.

Decode (Beta) – 2021

Integration of Emotion, Behavior, and Conversation Data

• Transcription and summarization

• Multimodal signal processing

• Conversation intelligence

Decode (Beta) marked the shift from isolated tools to an integrated behavioral intelligence engine.

Decode 1.0 (2022–2023)

Connected Consumer and UX Research

• Live interviews

• Surveys

• Unmoderated testing

• Centralized project-level repository

Decode 1.0 unified consumer and UX research under one roof, streamlining workflows and reducing fragmentation.

Decode 2.0 (2024–2025): The Unified Human Insights Platform

Decode 2.0 brings all research workflows—consumer, creative, and user experience—into a single architecture designed for intelligence, automation, and enterprise scale.​

What’s New in Decode 2.0

1. A Fully Unified Architecture

Decode 2.0 integrates four major products into one system:

• User Research

• Consumer Insights

• AI Creative Insights

• Insights Hub

All modules now share:

• A common backend

• Unified authentication and access control

• A consistent reporting layer

This ensures seamless collaboration and faster research operations.

2. Copilot Automation for Faster Decision-Making

Decode 2.0 introduces Copilot—an AI-powered automation layer that handles:

• Automatic summarization

• Intelligent tagging

• Report and PPT generation

• AI-generated narratives

This dramatically reduces manual effort and accelerates the insight-to-action cycle.

3. Predictive AI for Creative Performance

Predictive AI allows teams to forecast how audiences will respond to ads and visuals—before they launch.

Capabilities include:

• Attention prediction

• Clarity and visual hierarchy scoring

• Engagement modeling

4. Insights Hub: A Central Knowledge System

The Insights Hub consolidates interviews, calls, studies, and datasets into a single searchable repository.

Key features:

• Auto-extracted highlights and themes

• Cross-study pattern detection

• Reusable insights library

• Secure, enterprise-ready governance

5. Enterprise-Ready Security and Compliance

Decode 2.0 is engineered for global enterprises, offering:

• SOC 2 Type II certification

• ISO 27001 compliance

• Robust RBAC and permissioning

• Encryption, audit logs, and VAPT alignment

This ensures that sensitive research data remains protected at all times.

Use Cases Supported by Decode 2.0

Decode 2.0 supports more than 30 research use cases, including:

User Research

• Prototype testing

• Usability studies

• Moderated and unmoderated UX research

Consumer Insights

• In-depth interviews

• Surveys

• Diary studies and ethnographies

AI Creative Insights

• Ad testing

• Visual and messaging clarity tests

• Shopper communication evaluation​

Spotlight: Decode Focus

Decode Focus is the platform’s predictive creative testing module.

Using real and simulated eye-gaze data, combined with emotion and attention metrics, it enables teams to:

• Predict creative performance

• Optimize visual hierarchy

• Improve clarity before launch

• Reduce testing cycles and costs

Why Decode 2.0 Matters

Research teams today operate in a world where insights must be:

• Fast

• Accurate

• Predictive

• Collaborative

• Reusable

Decode 2.0 addresses these needs by transforming fragmented research activities into a cohesive, intelligent insights ecosystem. It is not simply an upgraded platform—it's a redefinition of how organizations understand people.​

Get Started with Decode 2.0

To experience Decode 2.0 firsthand:

• Request a demo

• Start a free trial

Contact: marketing@entropiktech.com