Topgolf

Origin CX in-venue testing revealed that novice and veteran golfers are motivated by entirely different emotions. Novices responded to Joy -- the fun, social, accessible side of Topgolf. Veteran golfers were driven by genuine challenge and the satisfaction of shared competition, measured through Attention and Synchrony, with people who matter to them. Standard audience modeling would have treated them as one segment.

GlassView delivered tailored messaging by segment and prioritized the creative and channel combination the neuro signal identified as strongest. The :15s drove higher Attention, Synchrony, and Joy than the :30 -- so it was prioritized in delivery. OLV outperformed CTV across every neuro signal; budget shifted accordingly.