The operating system behind brands that choose to be felt.
Technology, travel, entertainment, consumer, finance, automotive — brands across every category use GlassView to understand not just what people do, but why.
Intel was respected but not felt. GlassView read where the brand stayed rational, moved weight into premium editorial and Tech Leaders, and watched feeling build — a 90% surge in purchase intent among Tech Directors.
An empathy signal redirected the audience strategy toward the people most ready to travel.
We measured joy, then found the media environments that produced the same response.
The signal pointed to Martha Stewart environments. Budget moved. Sales lifted at the register.
Emotional optimization sent spend toward the placements that earned response, not just impressions.
A premium brand, made more efficient by following the response instead of the demographic.
Wordmarks and figures shown for reference · confirm logo rights and source citations per client agreement before publish
Before the proof, the point. Watch what persuasion looks like.
The Emotional Intelligence Engine · brand film.
Most platforms know whether your ad was seen. GlassView knows whether it landed.
For decades, the industry optimized what people did: impressions, clicks, conversions, completions. It stopped reading why people act in the first place. GlassView brings the human back into media. We read emotional response from a consented EEG panel, prove which signals hold up against a control group, then use that evidence to guide media, audience, context and frequency decisions.
Read real response
Genuine emotional response, read from a consented, clinical-grade EEG panel as people encounter brand messages. Aggregate and diagnostic — never individual, never personal data. Not modeled proxies. Not sentiment estimates.
Move budget with evidence
The system scales the media conditions that strengthen persuasion and weakens the conditions that do not, in flight, while the campaign runs.
Separate lift from noise
Every signal is tested exposed-versus-control. Only responses that beat the holdout — not merely move alongside it — earn more budget. Incremental, not observed.
Find the signal. Follow it with budget. Verify the outcome in the real world.
Measured exposed-versus-control: neuro-selected placements beat the holdout by +58% on click-through, driving $3.5M in behavioral sales uplift at retail — independently confirmed by Foursquare. Incremental, not modeled.
Every figure here is drawn from a validated GlassView campaign; the Scott's sales result is measured against a control group and independently confirmed at retail by Foursquare. Earlier results — including Travel Texas, MINI and a major card brand — are detailed with their sources on the work page.
Frontier audiences recognized Intel but didn't feel it. Pathos read flat against benchmark while the brand stayed saturated in Logos.
Concentrated weight on premium editorial context and Tech Leaders. Cut conquesting and open-exchange noise.
Pathos rose 18% → 47%. Brand consideration +6.4 pts among ITDM, beating the +5-pt goal.
Every great brand follows the same persuasive evolution.
Pathos creates adoption. Ethos creates trust. Logos sustains scale. Where a brand sits on this sequence is the stage of its growth — and it determines how media should be deployed.
Creates adoption
Feeling opens the door. Early audiences are moved before they are convinced.
Creates trust
Credibility carries the brand into the majority, where belief becomes permission.
Sustains scale
Proof holds the brand at maturity, defending the position that feeling and trust won.
It is the strategic frame beneath every GlassView campaign — and the subject of its own deep dive. Explore the Persuasion Curve →
A closed-loop decisioning system.
Emotional response informs media decisions, media performance feeds back into the model, and only signals tied to real outcomes are amplified. The dataset compounds with every campaign.
The loop runs inside Origin, the platform behind every GlassView campaign. Every flight strengthens the system; every validated signal improves the next decision. How the loop runs, signal by signal, lives on its emotion optimization page.
Philosophy, running as software.
Origin puts it on one screen: the emotional signals, the media conditions that carry them, the performance they produce, and the optimization the system recommends next.
The working surface Emotional Signal → Media Condition → Performance Lift, in one view.
The signal beneath persuasion.
The signal originates from an exclusive license to clinical-grade EEG technology from Cogwear, a UPenn Medicine spinout. It is read from a consented research panel, measured against benchmark, and generalized to populations on the published basis of Dmochowski et al. (2014) — then proven in market against a control group. The scientific program is led by Dr. Michael Platt, Chief Neuroscientist and a professor at the Wharton School.
The numbers underneath.
Industry standing: a seat on the IAB Measurement & Addressability Board, and an EY Entrepreneur of the Year finalist (2023) at the founder level.
AI is making content abundant. Human attention is not.
The future advantage is not producing more advertising. It is understanding which advertising changes how people feel.
As generation gets cheaper, the scarce asset shifts from making the message to knowing whether it landed. Authentic human response becomes more valuable, not less, and the brands that can measure it will deploy media the rest of the market can only guess at.