u/Forsaken-Treacle-287

Recently noticed teams experimenting with AI creative insight/testing tools lately instead of relying only on traditional ad testing methods like surveys, focus groups, or post-campaign analysis.

What’s interesting is that some of these tools now try to predict things like attention, emotional response, message clarity, etc before campaigns even go live.

On one side, it feels faster, cheaper, and easier to scale across multiple creatives.

On the other hand, I’m curious how much people actually trust these outputs compared to traditional consumer research workflows.

For people working in advertising/media/creative strategy:
Do you see AI creative insights becoming part of the standard workflow, or is it still too early to rely on?

No feedback, no complaint, just drop-off.

So here’s something I’ve been thinking about:
What if you could actually see where users hesitate, what confuses them, and how they feel while using your product?

Been building something around this called Decode.

It helps you understand why users behave the way they do, not just what they click. Especially useful for catching those small moments of confusion that analytics usually miss.

Curious if this is something others here struggle with too?

Feels like a lot of interviews end up sounding “useful” on paper, but when it comes to actual decisions, they don’t move much. People say the right things, give reasonable answers, but it’s still hard to extract what really matters.

I have noticed the real insights usually come from moments where users hesitate, contradict themselves, or struggle to explain something, not from clean, well-articulated answers.

Curious how others approach this:

1. How do you go beyond surface-level responses in interviews?
2. Any techniques that consistently help you get to more honest or deeper insights?