Introduction

2025 marked a pivotal year in Entropik's journey. What began as emotion AI technology has evolved into Decode 2.0 - a comprehensive human insights platform that brings together consumer research, user experience testing, and creative intelligence under one unified system.

This year, we didn't just add features. We fundamentally transformed how organizations capture, analyze, and act on human behavior data. Here's the complete story of our 2025 evolution.

The Evolution: From Emotion AI to Unified Insights

A New Era for Human Insights

Decode 2.0 represents more than an update - it's a complete reimagining of what a research platform can be. We merged previously separate research workflows into one continuous, end-to-end experience, eliminating the fragmentation that has long plagued insights teams.

Key Transformation:

• Unified consumer and user research capabilities

• Single study builder across all research types

• Centralized data repository with AI-powered analysis

• Seamless workflow from data capture to decision-ready insights

Platform Unity: One Platform, Every Insight

Breaking Down Silos

Research teams have traditionally juggled multiple tools - one for market research, another for UX testing, and yet another for creative evaluation. Decode 2.0 eliminates this complexity.

What's Now Unified:

• 30+ research use cases in a single platform

• Consumer & User Research workflows merged seamlessly

• End-to-end research lifecycle from planning to reporting

• Quantitative surveys, qualitative interviews, usability testing, diary studies, and live testing - all in one place

This unification means research becomes continuous rather than project-based, enabling teams to build on previous insights rather than starting from scratch with each new study.

AI Revolution: Intelligence at Every Step

AI Moderator: Qualitative Research at Scale

One of our most groundbreaking launches in 2025 was the AI Moderator for qualitative research. This feature conducts structured, human-like conversations without requiring live moderators.

Key Benefits:

• Automated probing and intelligent follow-up questions

• Consistency across all interview sessions

• Eliminates scheduling bottlenecks

• Removes interviewer bias

• Scales qualitative research without scaling costs

Use Case: A global CPG brand conducted 500 AI-moderated interviews across 12 markets in just two weeks - a project that would have taken months with traditional methods.

AI Reports: From Data to Decks Instantly

Manual report creation has long been the bottleneck in research workflows. Our AI-Generated Reports feature transforms weeks of work into minutes.

Report Generation from:

• Study data and findings

• Uploaded media files

• Simple research prompts or objectives

The system automatically creates presentation-ready decks with consistent, insight-led storytelling, ensuring executives get the narrative they need to make decisions.

Decode Focus: Predictive Creative Intelligence

See What Your Audience Will Notice - Before You Spend

Decode Focus underwent a comprehensive revamp in 2025, introducing predictive eye-tracking and attention modeling that forecasts creative performance before launch.

New Capabilities:

• AI Creative Insights - Emotion Measurement

• Predictive eye-tracking with 95% Insights AI accuracy

• Performance scores: Decode Score, Engagement Score, Attention, Focus, and Clarity metrics

• AI-powered analysis with prescriptive improvement suggestions

• Interactive heatmaps and fog maps with Area of Interest (AOI) creation

• Category benchmarks across formats and industries

Impact: Brands can now test multiple creative variations without recruiting panels, moving creative decisions from opinion-based to prediction-driven.

Insights Hub: Your Organization's Research Memory

Centralized Knowledge Management

The Insights Hub launched as Decode's system of record - a centralized repository that preserves institutional knowledge even as teams change.

What You Can Upload and Index:

• PDFs and presentations

• Survey exports and datasets

• Interview recordings and transcripts

• Research reports from any source

AI Copilot Integration: The Insights Hub includes an advanced AI Copilot that enables cross-study Q&A with source citations. Instead of searching through dozens of reports, researchers simply ask questions and receive evidence-backed answers with full traceability.

Real-World Application: A research director asks, "What have we learned about Gen Z purchasing behavior in the past year?" The Copilot synthesizes findings from 15 studies, highlights key themes, and provides citations to specific reports.

Testing Reimagined: New Research Capabilities

Expanded Testing Blocks

2025 saw the introduction of six major new testing capabilities, each designed to capture specific aspects of user behavior and preferences.

A/B Testing

Test multiple variations of creative or messaging to identify what resonates better with your audience. Results include heatmap analysis, emotion tracking, and transparency maps.

Preference Testing

Gather direct respondent preferences between options for confident, data-driven decisions.

Video Response

Collect rich, open-ended video feedback from participants, adding qualitative depth to quantitative studies.

First-Click Testing

Measure where respondents click first on visual stimuli to uncover instinctive reactions. Configure up to 10 clicks with the last click as the key action.

5-Second Tests

Test information retention and creative impact after brief exposure (configurable from 5 to 20 seconds), replicating fast-scrolling social media environments.

Enhanced Heatmaps & AOI

Advanced attention mapping with emotion analysis, transparency maps, and configurable exposure times.

In-Context Testing: Real Platforms, Real Behavior

Test Where Your Audience Actually Lives

Understanding how creative performs in its natural environment is crucial. Our in-context testing capabilities simulate real platform experiences.

Supported Platforms:

• TikTok - Short-form video in native layout

• Instagram Reels & Feed - Both Stories and traditional feed formats

• YouTube Shorts - Vertical video feed experience

• Facebook Feed & Video - Scrolling feed and video environments

• LinkedIn Video - Professional content in context

• Douyin - China-specific platform testing

This feature ensures brands understand not just how creative performs in isolation, but how it competes for attention in real-world scrolling environments.

Study Builder & UX Revamp: Simplified Complexity

Building Studies Without the Friction

The study builder received a comprehensive overhaul focused on usability and discovery.

Key Improvements:

• Section-wise block discovery - Organized by research objective

• Search-driven block selection - Find the right test type instantly

• Improved configuration UI - Clearer options, better defaults

• Clear separation of basic, advanced, and testing blocks

• Revamped tester view - Better participant experience

• Enhanced support for social, media, and prototype testing

Result: New users can build complex multi-method studies in minutes, not hours.

Enhanced Benchmarking & Mobile Experience

Media Benchmarking Expansion

Our benchmarking database expanded significantly in 2025, providing more accurate performance context.

Coverage Includes:

• Multiple categories and sub-categories

• Static, video, and short-form creative formats

• Improved handling of multi-category content

• Industry-specific norms and performance thresholds

  
  

Decode Mobile App

We launched a dedicated mobile application optimized for participant experience, ensuring higher response quality and better engagement across devices.

Features:

• Native mobile interface

• Seamless test-taking experience

• Push notifications for study invitations

• Offline capability for certain test types

Industry Recognition & Enterprise Readiness

Awards & Certifications

2025 brought recognition from industry leaders and third-party validators.

Achievements:

• Acknowledged as a leader in insights innovation

• SOC 2 Type II certification

• ISO 27001 certification

• Strengthened RBAC, encryption, and audit logging

• Continuous VAPT alignment for data integrity

These certifications reflect our commitment to enterprise-grade security and compliance, making Decode suitable for organizations with the most stringent data requirements.

Digital Transformation: Brand New Website

Reflecting Our Evolution

Our complete website redesign launched in 2025, showcasing the unified platform and making it easier for prospects to understand our comprehensive capabilities.

New Website Features:

• Modern, intuitive navigation

• Comprehensive product showcase

• Enhanced user experience

• Clear value proposition across all product lines

• Rich resource library

  
  

Visit us at: entropik.io

Sharing Knowledge: Content & Community

Ads of the Week

Our weekly Ads of the Week series became a go-to resource for marketing and creative professionals, breaking down what makes great advertising work.

What We Cover:

• Creative performance analysis

• Attention and emotion metrics

• Industry insights and best practices

• Practical takeaways for creative teams

Explore the series: entropik.io/resources/ads-of-the-week

Growing Together: Our People

Team Growth in 2025

Behind every feature and every innovation is the Entropik team. This year, we grew significantly while maintaining our culture of innovation and collaboration.

2025 Highlights:

• 25 new team members welcomed

• Team lunches and collaborative sessions

• Cultural celebrations including Onam and Diwali

Our diverse, talented team spans engineering, data science, design, research, and customer success - all united in the mission to help organizations understand people better.

2025 By the Numbers

The Impact in Metrics

• 30+ Research use cases unified in one platform

• 4 Integrated products (Consumer Insights, User Research, AI Creative Insights, Insights Hub)

• 95% Insights AI accuracy in Decode Focus

• 200MB Maximum file upload size for rich media testing

• 25 New team members joined

• 42 Total Entropians

• 2 Major security certifications (SOC 2 Type II, ISO 27001)

Looking Ahead: From Measuring Emotion to Understanding People

The Future of Human Insights

Decode 2.0 represents our vision realized: a truly unified, AI-first human insights platform that merges research types, automates analysis, predicts outcomes, and turns insights into action faster than ever before.

Our Mission Continues: From measuring emotion to understanding people - we're committed to building the most comprehensive system for capturing and acting on human behavior insights.

One platform. Every insight. Infinite possibilities.

Get Started with Decode 2.0

Ready to experience the future of human insights? Our team is here to show you how Decode 2.0 can transform your research workflows.

Contact Us:

• Email: marketing@entropiktech.com

• Website: entropik.io

• Schedule a demo: Request Demo

Conclusion

2025 was the year Entropik evolved from emotion AI technology into a complete human insights platform. With Decode 2.0, we've unified fragmented research workflows, introduced AI throughout the insights lifecycle, and built the infrastructure organizations need to truly understand their customers.

As we move into 2026, we remain committed to innovation, to our clients, and to the belief that better insights create better experiences for everyone.

Thank you for being part of our journey.

- The Entropik Team