A rigorous, bias-free framework that measures creative effectiveness across four dimensions — turning subjective opinion into quantified evidence.
Focus groups suffer from groupthink. A/B tests measure clicks, not comprehension. Committee reviews reward consensus over courage. Every method has a blind spot — and those blind spots cost brands millions.
of campaigns fail to meet objectives (Gartner)
wasted annually on ineffective creative (Forrester)
of CMOs say "gut feeling" still drives final decisions
Does your creative grab attention instantly? We measure first-fixation speed, emotional peaks, and spontaneous arousal. If it doesn't spark, it doesn't start.
Sub-metrics
Can your audience process the message without friction? We track cognitive fluency, comprehension speed, and mental load. Great communication flows; it never stumbles.
Sub-metrics
Does exposure shift brand perception upward? We measure attribute transfer, premium perception, and brand equity uplift. One touchpoint should make the brand feel more, not less.
Sub-metrics
Is the message credible? We assess trust markers, scepticism reduction, and willingness to recommend. Without trust, nothing else holds.
Sub-metrics
Every underperforming dimension maps to a specific failure mode. fo:gro identifies the pattern, explains the risk, and recommends the fix.
When a leadership team mistakes internal consensus for audience truth. The campaign resonates in the boardroom but falls flat in the market.
When clever concepts sacrifice clarity. The audience works too hard to decode the message and disengages before the point lands.
When creative execution undermines brand equity. A bold campaign that wins attention but erodes the very perception it was meant to build.
When messaging triggers scepticism instead of confidence. Claims feel too good to be true, or tone misreads the cultural moment.
Brand markers, logos, and identifiable elements are stripped to prevent priming bias. The creative is evaluated on its own merit.
Over 5,000 virtual panellists across diverse demographics process the stimulus independently. No groupthink, no moderator influence.
Each panellist response is scored across Spark, Flow, Lift, and Ground using validated psychometric and behavioural models.
Individual dimension scores are weighted and combined into an overall Elemental Proof score with a qualitative rating from Critical to Exceptional.
AI identifies specific patterns that predict underperformance — not just what the score is, but why it might fail and how to fix it.
This is what your team receives — a clear, quantified breakdown of creative performance with actionable next steps.
This creative performs well across attention and trust metrics. Primary opportunity: Lift score suggests brand attribution could be strengthened. Consider increasing logo presence in the final frame and reinforcing category-specific language in the headline.
Upload your first creative and receive a full Elemental Proof score in under 24 hours.