In a world where consumers say one thing and do another, traditional market research is no longer enough. Surveys capture answers—but not intent. Focus groups surface opinions—but miss emotion. Dashboards show numbers—but fail to explain why people behave the way they do.

This is the industry decision gap—and it’s exactly what Decode’s Consumer Insights module is built to solve.

Decode Consumer Insights combines structured and unstructured research, emotion AI, attention analytics, and predictive modeling to help teams uncover what consumers feel, notice, and intend—not just what they say. The result is faster, more accurate, and evidence-backed decisions across marketing, product, pricing, and experience.

Why Consumer Insights Matter More Than Ever

Today’s business environment is shaped by fragmented attention, emotional decision-making, and rapidly changing consumer behavior. Yet most organizations still rely on research methods designed for a slower, simpler world.

The Core Challenges with Traditional Research

• Consumers often rationalize answers after the fact

• Emotional and subconscious drivers remain invisible

• Insights arrive too late to influence decisions

• Research outputs are descriptive, not predictive

According to Decode’s framework, businesses risk critical go-to-market, creative, and product decisions when they rely on incomplete signals .

Decode closes this gap by blending:

• What people say

• What they feel

• What they pay attention to

• What they are likely to do next

What Is Decode Consumer Insights?

Decode Consumer Insights is a unified research and intelligence framework that brings together quantitative scale, qualitative depth, behavioral validation, and AI-driven prediction.

At its core, it combines:

• Quantitative inputs → surveys and panels for scalable measurement

• Qualitative inputs → videos, interviews, audio, diaries

• Contextual testing → ads, social feeds, shopper environments

• Behavioral signals → emotion, attention, voice, and hesitation

• AI analysis → transcription, summarization, theme detection

• Predictive outputs → resonance scores, intent forecasts, driver maps

This creates a decision-ready evidence layer for marketing, product, and experience teams .

The Evidence Layer: Attention, Emotion, and Voice

What makes Decode fundamentally different is its multimodal evidence layer, built on three powerful behavioral signals:

1. Attention Measurement (Eye Gaze Tracking)

• Webcam-based eye tracking with quick calibration

• Heatmaps, scan paths, and dwell time

• Identifies what truly captures attention in ads, shelves, and screens

2. Emotion Measurement (Facial Coding)

• AI-based facial expression analysis

• Measures core emotions and emotional valence

• Frame-by-frame confidence without facial recognition

3. Voice & Speech Analysis

• Measures tone, cadence, hesitation, and arousal

• Works across languages and accents

• Detects emotional intensity beyond words

Together, these signals validate stated feedback with real human behavior—turning opinions into proof .

What This Module Does for Teams

Decode Consumer Insights is not just about insights—it’s about outcomes.

Proven Business Impact

• +150% improvement in campaign effectiveness

• 85% higher prediction accuracy vs traditional methods

• 60% reduction in time to insight

• 40% better ROI prediction accuracy

• 95% faster creative production cycles

• 25% cost reduction vs conventional research vendors

These gains come from eliminating guesswork and replacing it with predictive, validated intelligence.

Key Capabilities of Decode Consumer Insights

1. Ad and Media Testing

Launch campaigns with confidence—before spending a dollar.

Decode allows teams to:

• Compare creative variants

• Predict recall, resonance, and intent

• Measure emotional engagement and attention

• Optimize messaging pre-launch

Ads are tested not just for liking—but for impact and memorability.

2. Concept Testing

Validate ideas before you invest.

Using AI-powered analysis, teams can:

• Test product, service, and innovation concepts

• Identify emotional drivers and friction points

• Predict market success

• Guide development decisions early

This significantly reduces innovation risk and accelerates time-to-market.

3. Shopper Insights & Planogram Testing

Decode shopping behavior before products hit the shelf.

Capabilities include:

• Simulated shelf environments

• Attention heatmaps and dwell time

• Path-to-purchase analysis

• Purchase intent prediction

Brands can optimize packaging, placement, and in-store experience for maximum conversion.

4. Qualitative Research, Reinvented

Decode transforms qualitative research into scalable intelligence.

Key features:

• AI-powered transcription and translation

• Automatic tagging and evidence clips

• Theme and sentiment detection

• Hidden driver discovery

Short videos and interviews become searchable, analyzable, and decision-ready .

Research Modalities in One Unified Platform

Decode Consumer Insights brings the entire research toolkit into a single module:

Quantitative Surveys

• Structured, scalable measurement

• Segment by demographics and intent

• Responses validated with emotion and behavior metrics

Qualitative Research

• In-depth interviews and video responses

• Rich emotional and thematic analysis

Diary Studies

• Longitudinal tracking of behavior and sentiment

• Ideal for product adoption and loyalty

• Captures lifestyle shifts over time

Social In-Context Testing

• Ads tested in real feed-like environments

• Platform-accurate experiences

• Eliminates wasted spend before launch

Media & Ad Testing

• Creative comparison

• Recall, resonance, and intent prediction

• Pre-launch optimization

Shopper & Packaging Insights

• Shelf simulations

• Eye tracking and heatmaps

• Predict real shopper decisions

Together, these modalities deliver a 360° view of the consumer—from opinion to emotion, from context to intent .

Framework: Inputs → Signals → Outputs

Decode’s methodology is built on a clear, auditable framework:

Inputs

• Surveys and panels

• Self-recorded videos

• Audio interviews

• Transcripts and documents

• Research papers and legacy data

Signals

• Sentiment and emotional valence

• Gaze and attention heatmaps

• Hesitation and voice cues

• Recall and purchase intent

• Brand loyalty indicators

Outputs

• Creative resonance scores

• Driver maps

• Intent forecasts

• Predictive performance indicators

This structure ensures insights are repeatable, explainable, and enterprise-ready .

The Decode Approach: From Raw Research to Decisions

Decode’s approach transforms fragmented research into decision-ready evidence:

1. Multimodal Ingestion
   Ingest PDFs, PPTs, Word files, videos, surveys, interviews, and transcripts—unified in one place.

2. Emotion & Attention Analysis
   Measure facial expressions, voice tone, and eye gaze to uncover hidden signals.

3. Predictive Outputs
   Deliver resonance scores, intent forecasts, and driver maps directly linked to business decisions.

This approach shortens insight cycles and increases confidence across teams.

Use Cases Across the Consumer Lifecycle

Decode Consumer Insights supports a wide range of use cases:

• TV and Display Ads Testing

• Social Media Ad Validation

• Concept and Innovation Testing

• Price Testing and Conjoint Analysis

• Package and Planogram Testing

• Consumer Journey Mapping

• Brand Tracking and Perception Studies

• Usage & Attitude Studies

• Focus Group Discussions

• In-Depth Interviews

• Diary and Longitudinal Studies

Each use case benefits from emotion-validated, predictive insights rather than surface-level feedback.

Value Delivered to Enterprises

Organizations using Decode Consumer Insights achieve:

• Lower GTM and campaign risk

• Faster transition from data to action

• Better creative and product decisions

• Pricing and positioning backed by predictive models

• Audit-ready, defensible insights

This makes Decode especially powerful for CMOs, insights leaders, product teams, and innovation heads .

Enterprise-Grade Security and Trust

Decode is built for enterprise adoption:

• Role-based access controls

• Audit trails and consent management

• GDPR compliance

• ISO certification

• SOC 2 Type II standards

• ESOMAR membership

Trusted by global brands across CPG, retail, technology, and finance, Decode delivers insights without compromising privacy or governance.

The Future of Consumer Insights Is Predictive, Emotional, and Fast

Consumer behavior is emotional. Attention is scarce. Decisions are costly.

Decode Consumer Insights empowers teams to move beyond assumptions and outdated research methods—toward real consumer truth, validated by behavior and emotion.

By combining AI, behavioral science, and research rigor, Decode doesn’t just tell you what consumers think—it shows you what will work.

Decode Consumer Insights

Understand behavior. Decode emotion. Predict intent.

https://www.entropik.io/platforms/consumer-insights

• Request a demo

• Start a free trial

Contact: marketing@entropiktech.com