// HUNTINGTON ANALYTICS

How people engage with
places, media, and experiences.

A West Virginia data and market research company measuring the emotion behind the data — not just the volume. We score content across a growing set of psychological vectors, so creators see what they publish actually does.

Apply to the pilotAbout Huntington Analytics
// Emotional Matrix · Pre-Flight Neural Read

Read a spot before you spend.

A pre-flight neural read on one piece of creative. The platform scores the attention curve, the twelve emotional dimensions, and predicted recall — then returns a clear signal: APPROVED, CONDITIONAL, or REJECTED — along with the time-stamped seconds your team can recut. Click any row to drill into the per-class scorecard.

Reference creativeSpotDune: Part Two · Warner Bros.
APPROVED
Cleared for media buy
All twelve classes inside target band. Ship as cut.
Premium sci-fi positioning · 60-second global launch spot
Peak 0:23–0:34Awe + Curiosity peak — desert reveal lands
Dip 0:51–0:55Calm dip during transition, within tolerance
ConvictionHIGH
Per-class scorecard · 12 emotional classes · 0–100on-spec 11 · under 0 · over 1
JoyON-SPEC · 72
TrustON-SPEC · 68
AnticipationON-SPEC · 64
PrideON-SPEC · 51
CuriosityON-SPEC · 78
AweOVER · 81
SurpriseON-SPEC · 55
CalmON-SPEC · 42
FearON-SPEC · 22
SadnessON-SPEC · 14
AngerON-SPEC · 8
DisgustON-SPEC · 5
Target band
Score in-spec
Outside band
Reference creativeSpotBarbie · Warner Bros.
CONDITIONAL
Recut 0:34–0:52, then re-test
Spot is mostly on-spec. Targeted recut at flagged seconds, retest, ship.
Youth-segment campaign · brand refresh seeking edge
Peak 0:08–0:14Joy + Surprise peak — color reveal works
Dip 0:34–0:52Calm and Awe both dip below target band
ConvictionMEDIUM
Per-class scorecard · 12 emotional classes · 0–100on-spec 10 · under 2 · over 0
JoyON-SPEC · 78
TrustON-SPEC · 48
AnticipationON-SPEC · 55
PrideON-SPEC · 32
CuriosityON-SPEC · 71
AweUNDER · 38
SurpriseON-SPEC · 64
CalmUNDER · 18
FearON-SPEC · 14
SadnessON-SPEC · 22
AngerON-SPEC · 12
DisgustON-SPEC · 8
Target band
Score in-spec
Outside band
Reference creativeSpotOppenheimer · Universal Pictures
REJECTED
Don't run — fundamental tone-brand mismatch
Multiple classes outside brand-safe band. Don't run; rebuild from concept.
Family-brand expansion · holiday spot (tone mismatch)
Peak 1:14–1:22Awe + Anticipation peak (wrong genre signal)
Dip ThroughoutFear + Sadness + Anger all above brand-safe band
ConvictionHIGH
Per-class scorecard · 12 emotional classes · 0–100on-spec 5 · under 4 · over 3
JoyUNDER · 28
TrustUNDER · 32
AnticipationON-SPEC · 51
PrideUNDER · 24
CuriosityON-SPEC · 62
AweON-SPEC · 71
SurpriseON-SPEC · 48
CalmUNDER · 22
FearOVER · 48
SadnessOVER · 38
AngerOVER · 24
DisgustON-SPEC · 14
Target band
Score in-spec
Outside band

Illustrative · sample reads · not client data · target bands derive from the 60-clip normative corpus

// NeuroLens · A/B Neural Testing

Two cuts. One brain.

Pre-buy A/B testing scored on neural response. The compact readout below distills the same engine that powers the full NeuroLens platform — two cuts of the same 60-second spot, scored across ten emotional dimensions and five network metrics, then collapsed to a verdict. The example below tests an environmental opening cut against a stakes-forward opening cut from the same trailer.

Cut A — env. open reference contentCut A — env. openAvatar: The Way of Water · 20th Century Studios · 0:22
vs
Cut B — stakes open reference contentCut B — stakes openAvatar: The Way of Water · 20th Century Studios · 1:15
Statistical Summary60-clip corpus · head-to-head
2
A Wins
34.5%
Neural Difference Score
3
B Wins
EngagementB Win
55.2% vs 54.8%
Mean ISCA Win
0.222 vs 0.180
ConnectivityB Win
0.422 vs 0.425
Transition RateB Win
0.057/ms vs 0.072/ms
Peak NetworkA Win
78.1% vs 65.5%

The two cuts are moderately different in neural response (diff score 34.5%). The stakes-forward cut drives deeper engagement and faster state transitions; the environmental cut holds attention on peak network activation and inter-subject correlation. Both pass; the choice is which arc your media plan is buying for.

Emotion Dimension Differences
A stronger
B stronger
Awe / Wonder
A +16
Happiness
A +6
Place Recognition
A +22
Engagement
B +20
Surprise
B +24
Memory
B +12
Fear / Tension
B +42
Anger
B +22
Sadness
B +20
Mind Wander
A +30

Illustrative · sample comparison · derived from NeuroLens ab-testing.html dashboard

// The Thesis

Read what people feel. Use it to guide what makes them act.

One layer that combines face, eyes, brain, language, and social signal — turning emotion into something you can act on, not just report on.

// Feedback Loop

How the measurement signal conditions the next generation.

When NeuroLens partners with a generative-media model, scoring stops being a post-hoc judgment and becomes part of the production loop. Variants drafted, variants scored, convergent winners returned to the generator as conditioning — every cycle sharpens the next.

01

Generate

Variants drafted in parallel — copy, voice, frame, composition. Hundreds at a time, not a handful.

02

Score

Each variant scored across the 119-dimensional psychological matrix — face, eyes, brain, language, social — before any human looks at it.

03

Converge

A variant advances only when at least two of nine signals agree on the response curve. Single-signal lift gets flagged, not promoted.

04

Condition

Convergent winners — and the reasons they won — are returned to the generative model as next-pass conditioning. The loop closes.

Currently piloting with generative-media partners · seeking design partners to test

// The Stack · Eight More Signals

The Emotional Matrix and the A/B Readout are two surfaces over a nine-signal stack.

Each signal below feeds the 119-dimension methodology. A finding is reported only when at least two of the nine agree. Disagreement gets flagged, not hidden.

Eye Tracking

Gaze · dwell · attention curve

Per-frame gaze coordinates and dwell times. Surfaces where attention actually lands versus where the creative is asking it to.

60 Hz gaze · ~28 ms median fixation latency

Facial Expression Recognition

Micro-expression coding

Frame-rate facial-action-unit detection mapped to seven canonical emotions plus contempt. Catches the half-second tells that survey data misses.

8 FAU classes · per-frame confidence vectors

NLP Sentiment

Linguistic feeling, not keyword counting

Transformer-based polarity, intensity, and contextual sentiment scoring on copy, scripts, captions, and customer voice — including irony detection.

Continuous −1.0 → +1.0 valence + intensity

Social Monitoring

Brand-signal stream

Continuous monitoring of brand-relevant social signal — volume, sentiment, semantic drift, and competitor share — into a single time-series view.

Hourly NPS proxy · 7-day rolling baseline

Sentiment Databases + Cultural Tropes

Movies · Music · Cultural references

A semantic library of how cultural references actually land — drawing on movie scenes, music eras, regional idiom, and in-group signal — used to flag tone-brand mismatches before they ship.

200K+ tagged references across film, music, and regional language

Semantic-to-Behavior Prediction

Language → action models

Predicts purchase intent, share probability, and call-to-action follow-through from language features alone. The closer the language sits to the buyer's, the higher the score.

Predicted intent vs measured intent · r ≈ 0.71

Attention Mechanisms

Cutting-edge attention modeling

Cutting-edge attention mechanisms — borrowed from the same research powering modern foundation models — surface where audience focus actually concentrates in a creative, versus where it just drifts past.

Per-spot attention concentration · attention-shift timeline

Generative-Media Feedback

Pre-screening generated variants

Scores AI-generated and AI-augmented creative variants against the same nine signals — so the production model can condition on what scored, not on what was guessed.

50 variants screened → 5 defensible in a morning

Sample metrics · illustrative · methodology calibrated against the 60-clip normative corpus

// Methodology · Validation

The methodology, in four anchors.

Research-grade pre-buy reads, built on rigorous methodology and continuous validation.

01

Peer-reviewed lineage.

Built on decades of published work in measurement science.

02

Rigorous calibration.

Every read benchmarked against an internal reference corpus.

Continuously refined

03

Ongoing validation.

Predictions continuously checked against measured response.

Multi-modal · continuous

04

Convergence over confidence.

Findings reported only when multiple signals agree. Disagreement is named, not hidden.

Convergence required

Methodology brief available on request before engagement

// Where We Are

Six months ago this was a methodology. Today it’s a platform looking for design partners.

2022

Custom media taxonomies

Custom media taxonomies built and compared against psychological models in embedded space.

Step 1

2024

Machine learning research

Research into multi-modal emotional inference and cross-linguistic colexification mapping — the semantic groundwork the platform grew from.

Step 2

Oct 2025

NeuroLens testing begins

First brain-response predictions run against the 60-clip corpus. Convergence rule shipped.

Step 3

Jan 2026

Huntington Analytics, LLC

West Virginia entity formed. The firm launches as the commercial face of the platform.

Step 4

Apr 2026

119-dim methodology validated

Internal EEG + fMRI validation runs confirm predicted-vs-measured neural response across a wide variety of content.

Step 5

May 2026 · now

gBETA Marshall cohort

Selected into the Summer 2026 gBETA Marshall accelerator.

Step 6

Q3 2026

First generative-media partner pilot

First generative-media partner runs the feedback loop in production — variants scored, convergent winners returned as conditioning.

Step 7

2027

Generative-media partnerships scale

The feedback loop closes at production scale: scoring → conditioning → next-generation.

Step 8

Dates after May 2026 are scheduled, not promised · selection is rolling

// Pilot Cohort · What You Take Home

What a design partner actually takes home.

Specifics, not pitch. A six-month, no-fee engagement, focused scope, four deliverables we’re putting our name on.

Readout

Defensible written readout

A written report your team can put in front of a CMO without translation. Verdict, reasons, recut recommendations, methodology appendix. Not a dashboard screenshot.

Scorecard

Per-spot scorecard

All 119 psychological dimensions scored against the 60-clip normative band, with time-stamped peaks and dips. The kind of file an analyst can drill into and a director can skim.

Founder time

4 hours founder time / month

Strategy + roadmap, not just diagnostic. The person who built the stack reviews the read with your team and helps map what to test next.

Reference network

Reference network + case study

Co-authored case study (review and approve before publication), logo rights, and two investor reference calls during the engagement window. We borrow your credibility; you borrow ours.

Six-month engagement · no fee · selecting for fit, not budget

// NEWSLETTER

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// Pilot Program

We’re selecting design partners to pilot the platform.

The 119-dimension methodology is built. The validation work is in front of us. We’re looking for a small cohort of brand and creative teams to put the platform on a real decision and tell us what holds up.

6 mo

No-fee design-partner engagement. Focused scope, defensible readout your team can put in front of a CMO.

6 seats

We’re selecting a small cohort of brand and creative teams to pilot the platform. Selection is rolling.

20 min

The entire ask up front. One conversation about how creative gets approved inside your organization.

// Frequently Asked

The questions we always get.

If you have a sharper one, the “Apply to the Pilot” CTA gets you a 20-minute conversation in front of the person who built the platform.

What do you need from us to run a single-spot read?

One creative file (final-cut or near-final, mp4/mov), plus a one-paragraph context — brand, audience, what you’re testing for. We handle calibration against the internal reference corpus. Mutual NDA standard before any file moves.

How long does a pilot take?

A single-spot pre-flight read returns a written verdict in 2 hours from file receipt. An A/B comparison runs in the same window. The full six-month design-partner engagement scales to roughly one read per month plus founder-time review.

What is the methodology validation behind the 119 dimensions?

Built on decades of peer-reviewed work in measurement science. Calibration baseline is an internal reference corpus, continuously refined. Predictions checked against measured response through multi-modal validation runs, ongoing.

How do you handle pre-release creative under NDA?

Mutual NDA before any data is shared, in either direction. The creative stays on a single-tenant ingest pipeline; no model is trained on your content. Security posture documented in SECURITY.md, available on request before engagement. Subprocessor list disclosed.

What if the verdict says don’t ship?

That’s the work. The readout names the dimensions that are off, the seconds that drive them, and recut recommendations. We’ll re-run a second pre-flight at no additional fee if the recut comes back within the engagement window. A NO-GO verdict is a 1-week head start on a salvage plan, not a dead end.

What does a design-partner engagement cost?

No fee. Six-month engagement, focused scope, defensible deliverable. We’re selecting partners for fit, not budget. We get co-authored case study + logo rights + two investor reference calls; you get the readouts, four hours of founder time per month, and a methodology your team can defend in a CMO review.

// DESIGN PARTNERS

Looking for short conversations with creative leaders, brand marketing decision-makers, and agency principals.

Especially in healthcare, public-health, behavior-change creative, or any campaign where the brief is to actually change behavior, not just to be remembered.

For organizations that are a strong fit, we offer a six-month no-fee NeuroLens design-partner engagement, which includes logo rights, a co-authored case study, two investor reference calls, and four hours of founder time per month. Twenty minutes on the phone is the entire ask up front.

Apply to the pilot