Creating Custom Norms

Context is essential to understanding the significance of your results. Using the 'Norms' button on the Charts page of the Dashboard, you are able compose your own custom benchmark, harnessing the full analytical potential of a database of over 50,000 videos and growing.


Creating your norm is easy. Simply refine your benchmark by any of the criteria below, and click 'Save.' Provided there are more than 10 videos that fit your specifications, a norm for the selected metric will be generated underneath the chart, in light grey. The number to the left of the norm, in black, is the value associated with your specific video.  


The small arrow to the right of your video's value indicates whether your video performs significantly different from the selected norm. If the arrow is pointing upwards, your video performed significantly better than the norm. If the arrow is pointing downwards, your video performed significantly worse. A confidence interval of 95% is used for these statistical tests. 



This norm will be available to anyone with access to your company account, and can be adapted, deleted or re-created at any point. You can check the specs of the norm by hovering over it to bring up a tooltip. It also includes how many videos and views are included in your benchmark.



There are 11 criteria that can be factored into your benchmark, in any combination:



The content in our database is extensively tagged. Tags are available for styles (‘animatic’), products (‘babyfood’), themes (‘animals’), and campaigns (‘superbowl’) among other labels. You can factor any combination of these into your norm, and moreover you can tag your content in the Media Library to expand the norms and/or create your own benchmark.





Select you brand(s) of interest to benchmark the performance of your content against.




For a sense of how your results stack up against industry norms, you can use one or more of our industry or categories - often quicker than selecting all the relevant brands.




Duration can have variable effects on emotional response - think long compelling story lines versus long dreary borefests. Compare your content to videos of similar (or any) duration.  




While the facial expressions we track are universal, culture can have a strong impact on the degree of emotional response, and the stimuli that can elicit certain emotions. Generally for instance, the same video tested in Japan will elicit a more muted response than in the USA. To account for these factors, compare your results across countries or continents. If the latter, you can exclude any country from the norm – Europe sans France, for example.




Compare exclusively against men or women.




Compare across any combination of our standard age ranges – 29 and under, 49 and under, 30-49, 30 and over, or 50 and over.




Occasionally content will be tested within a reel, usually to simulate a real viewing experience. If so, compare your results to those of videos tested in a certain position(s).




If you have access to multiple dashboard accounts, cut your benchmark with videos from a particular account.




Occasionally content will be tested with a 'Skip' option enabled, allowing participants to skip passed the media if it fails to capture their interest. You can cut your benchmark by these 'skippers'. 


Benchmark against the results from a particular study or studies.



Emotions Date

Compare to results from a particular date range. Among other things, this allows you to compare your results to a specific previous project(s). 

The default 'Auto Emotions Date' setting only includes results collected before your test (any time before the last session collected for your video, to be precise). This is to prevent the norm changing as our database grows, avoiding any future inconsistencies between the dashboard and the original results you might have presented to a client, for instance. You can expand the benchmark to the entire database by selecting 'Any Emotions Date'.



For any additional questions about our norms, visit our Dashboard - Norms FAQ section or get in touch.

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