Stockport-based creative agency Tribe claims to be the first in the region to offer clients an AI customer response and behaviour measurement platform supported by leading AI firm Neurons.
Tribe has branded its new service POPTM. ‘POP’ was chosen as the system helps products ‘pop’ on shelf, on screen, and in the real world. It also has other retail and FMCG connotations including ‘point of purchase’ and ‘perfectly optimised packaging’.
POPTM uses cutting-edge tech to scan a brand’s packaging. It then provides comprehensive scores on four crucial metrics – Focus, Memory, Cognitive Demand, and Engagement – which are turned into advanced heat maps and sophisticated consumer behaviour insights. It claims an accuracy rate of +95%.
The tech is built on the latest approaches to cognitive neuroscience, machine learning, and psychology and is used to predict customer behaviour and responses to brand packaging. The team is now rolling the technology out across its client portfolio.
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Neurons was created by renowned Danish neuroscientist, Dr. Thomas Z. Ramsøy (pictured, right, courtesy thomasramsoy.com), a former head of decision research at Copenhagen Business School, director of Denmarks Center for Decision Neuroscience and founder of Neurons. It develops AI tools that help businesses create stronger, healthier, and more responsible connections with customers. Its tools are designed to improve decision-making, enhance customer experiences, and foster positive relationships that benefit both organisations and their customers. The firm’s academic partners include Harvard Medical School, Stanford University, and Cambridge University.
To ensure its scientific validity, the AI tech’s database includes eye-tracking and brain scanning data from approximately 300,000 participants. The research and data collation was coordinated by Neurons.
Tribe’s primary aims are to ensure that it is leading the way in the most effective AI implementation and helping to revolutionise the way brands of all sizes understand how to best optimise their packaging strategies.
As well as packaging, POPTM can also be used on other real human responses to key touchpoints, including social media and websites. The tech behind POPTM is trusted by some of the world’s leading brands including Google, Facebook, and H&M.
Primary benefits are that it allows brands to identify optimal designs more efficiently, reduces the need for costly trial-and-error methods, and minimises potential losses associated with ineffective packaging. POPTM also removes subjectivity, allowing brand guardians to make informed design decisions that will deliver stand out and commercially driven creatives in crowded sectors.
Emma Wilson (left), founder of Tribe, said: “As a business we know AI is the future, but it needs to be embraced in ways that actually deliver. We understand that human choice is driven by unconscious processes, so having the ability to predict consumer reactions so accurately is a gamechanger.
She added: “This shouldn’t just be available to the global giants. We believe that every single brand deserves to be able to access these kinds of insights and we are proud to be the first agency in the North West to offer it.”
