83%
Evidence certainty:
psychological script validation
Not weeks
Recommendations for action shortly before the shoot
6
Segments. Simultaneousley.
Dual asset optimization in real time
A Look at the Tool
Challenge
A global FMCG lifestyle brand needed certainty before production begins that their creative message would genuinely land in the relevant target audience communities. Not just on the surface, but at the level of psychological purchase decision patterns.
Classic creative testing delivers preferences: what was liked, what wasn't. It doesn't answer why a message resonates, for which community it works, and where it can be steered in a targeted way. Failed productions are expensively repeated or simply shelved. Mediaplus deployed Resonance.AI: an AI-powered behavioral science framework (BeSci framework) that psychologically classifies creative assets and makes the decision architecture behind target audiences measurable.
Solution
In a structured 3-phase approach, 11 behavioral heuristics were mapped to 6 target audience segments and their psychological sensitivity scored (Phase A). Resonance.AI then analyzed how strongly each script activates these mechanisms – with concrete evidence citations as proof for each segment (Phase B). Finally, Mediaplus calculated for each segment a Brand Resonance Index (BRI) along the four brand dimensions Awareness, Likeability, Relevance, and Differentiation (Phase C: Brand Equity Scoring).
Result: The brand received segment-precise, scientifically grounded optimization recommendations with 83% evidence certainty, delivered in days not weeks. Those who want to know whether a spot, messaging, or brand campaign will genuinely land before the budget flows – Resonance.AI by Mediaplus delivers the answer.
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"Reach without resonance is wasted budget. With Resonance.AI we make the psychological impact of creatives measurable: precise, segment-specific, and before the first camera rolls."
Minh Thuy Nguyen
Global Director Behavioral Consulting
Mediaplus
About Mediaplus
Mediaplus, headquartered in Munich, is one of Europe’s largest independent media agencies and part of the Serviceplan Group. The Mediaplus Group employs around 2,200 people in more than 20 wholly owned offices worldwide and has a presence in over 40 locations, including partner offices. Its services span Media Strategy & Innovation, Media Planning & Buying, Data & AI, Performance Marketing, Advertising Technology, and Commerce & Retail Media. As an owner- and partner-led company, Mediaplus stands for personal responsibility, long-term client relationships, a drive to innovate and entrepreneurial thinking. True to its claim “People. Pioneering. Progress.”, Mediaplus combines strategic consulting with data and AI expertise and a deep understanding of brand and business growth. Through “House of AI”, the group-wide AI framework, it pairs proprietary data models with in-depth market expertise. Mediaplus has been repeatedly recognized in the WARC Media 100 and the RECMA Quality Ranking, and in 2026 was named Media Agency of the Year at the German Media Awards for the fifth time.
FAQs
AI-powered behavioral science testing analyzes creative advertising materials for their psychological impact before they are produced. Unlike classic pretests that measure surface preferences, this approach examines which behavioral mechanisms – such as loss aversion, social proof, or the hook model – are active in which target audience communities and how strongly a specific script activates them. The result: data-based optimization recommendations that prevent failed productions and deploy communication budgets more precisely.
The Brand Resonance Index (BRI) is a composite metric that measures how strongly a creative asset addresses the four central brand dimensions – Awareness, Likeability, Relevance, and Differentiation – in a target audience segment. For each dimension, a weighted score is calculated based on the analysis of psychological mechanisms in the script. The BRI enables direct comparison of multiple creatives and target audiences, and shows where concrete optimization potential lies.
The greatest benefit arises when behavioral science validation is integrated early in the creative process – ideally at script or concept level, before production budgets are approved. Particularly with high production costs or celebrity campaigns where post-corrections are expensive, early psychological validation protects against costly failed productions. The simultaneous comparison of multiple creative variants across different target audiences is also particularly valuable at this stage.