In-Context Blocks Insights

Overview

Once your study is live and responses are collected, you can view the results in the Results tab. For each Social Media In-Context block, results are shown at the block level, across all creatives in the block and at the individual creative level.

Overall Results

This section provides an overview of how your study performed across all blocks.

1. Top Summary

Total Blocks: Number of question blocks included in the study
Total Responses: Count of completed responses across all blocks
Screened Out: Respondents who did not qualify based on screener logic
Dropped Off: Respondents who exited the study midway
Completion Rate: Percentage of respondents who completed the full study
Drop Off Rate: Percentage of respondents who exited before completion

2. Study Level Download

Download all collected response data at the study level, covering every block and question.

3. Filter Responses

Use the filter panel at the top of the results view to analyse specific respondent segments. You can filter based on:

Answers from previous questions
Device type such as mobile or desktop
Browser used such as Chrome or Safari

Block Level Summary

At the top of each block's results view, the following metrics are displayed.

Completes: Number of participants who completed this block
Drop-offs: Participants who exited the study before reaching this block
Skipped: Participants who viewed the block but did not respond
Average Time Spent: Average time participants spent viewing the creatives in this block
Average Emotion: The overall emotional sentiment expressed by participants across all creatives in this block, shown as Positive, Negative or Neutral
Top Answer: The most selected response if a follow up question is attached to this block

Performance Breakdown

Below the block metrics, two highlight cards identify the top performing creatives in the block.

Best Positive Emotion: the creative that generated the most positive emotional response across participants
Maximum Engagement: the creative that received the highest engagement score

These cards help you quickly identify which creative performed best before diving into the detailed results.

Creatives List

Below the performance breakdown, all creatives uploaded to the block are listed in a table. This gives you a comparative view of how each creative performed. For each creative, the table shows:

Time Spent: average time participants spent viewing this creative
Engagement: average engagement score for this creative
Emotion: overall emotional sentiment for this creative, shown as Positive, Negative or Neutral

Click View Creative to access the detailed results for an individual creative.

Creative Level Results

The creative level view provides a detailed breakdown of how participants responded to a single creative. It includes summary metrics, visual attention data, Areas of Interest and graph based analysis.

1. Summary Metrics

Three metric cards are displayed at the top right of the creative view.

Time Spent: average time participants spent viewing this creative
Emotion: overall emotional sentiment expressed by participants for this creative
Engagement: average engagement score for this creative, measured on a scale of 0 to 100

2. Heatmap and Transparency Map

The creative is displayed with a visual overlay showing where participants looked. Use the dropdown below the creative to switch between Heatmap and Transparency Map views.

Heatmap

Displays aggregated gaze intensity using a colour gradient from cool to warm. Warmer colours such as red and orange highlight areas that received the most visual attention. Cooler colours indicate areas that received less attention.

Transparency Map

Makes areas of the creative more transparent where participants looked most, providing a clear view of attention distribution without the colour overlay of the heatmap.

The heatmap display can be adjusted using three sliders:

Radius: Controls the size of the gaze point area
Shadow: Controls the depth of the colour intensity
Blur: Controls how sharply the gaze points are defined

3. Areas of Interest

Areas of Interest allow you to track participant attention within a specific region of the creative, such as a brand logo, a call to action button or a product feature.

Creating an AOI

Click Add AOI below the creative
Draw a box over the area you want to track
Give the AOI a name and set the time duration it should cover
Click Save to finalise

AOI Results

Once saved, each AOI appears in the Area of Interest table with the following metrics.

Title: the name assigned to the AOI
Creative Score: overall performance score for that area. Generated for video creatives only and will show N/A for images
Time to Discover: average time taken by participants to first notice that area
Earned Attention: total time that area held participant attention during the creative

AOI data can be downloaded as a CSV file using the Download AOI Metrics button at the top of the table.

4. Media Graph Metrics

Below the creative, two graphs are available. Use the dropdown at the top right to switch between them.

Engagement and Attention

Shows how attention and engagement levels changed across the full duration of the creative.

Purple area: Attention Score
Orange area: Engagement Score
X axis: Time in seconds
Y axis: Score from 0 to 100

Hover over any point on the graph to see the exact second and the corresponding engagement and attention scores at that moment.

Emotion Analysis

Shows how emotional responses changed across the duration of the creative. Each emotion that was expressed is shown as a separate coloured line. A colour key at the bottom of the graph identifies which colour corresponds to which emotion. Hover over the graph to see the score for each emotion at a specific second.

The emotions tracked are Happy, Surprise, Anger, Sadness, Disgust, Contempt and Fear.