What is PRIZM+?

• PRIZM+ is an ad testing solution developed in Ireland through a partnership between Future Proof Insights and Amárach Research.  
• Our goal is to help advertisers and agencies measure how effective their ads are - not just whether people say they like them, but how they behave, remember them, and how the ads affect them subconsciously. 

How it works

PRIZM+ combines neuroscience and behavioural research to deliver a full picture of an advertisement's impact.

Neuroscience methods

• We use EEG (brain imaging) to measure brain activity during ad exposure.
• This is combined with eye-tracking software to see what elements attract attention, which are ignored and how this compares to other ads. 
• By measuring subconscious reactions we can reveal factors such as emotional intensity, cognitive load, attention, memorisation and overall impact of each ad. 

Behavioural research component

• Our findings are enhanced by surveying a representative sample of the population. 
• Here, we measure levels of ad recall, relevance and comprehension. 
• Using the COM-B model, we also score the ads on three dimensions (Capabilities, Opportunities, Motivations) to understand the drivers of behaviour following exposure to the ad. 

The final results are combined and are benchmarked against our extensive database of tests against hundreds of ads.

For more see:

• https://futureproofinsights.ie/prizm-plus/
• https://businessplus.ie/tag/Ad-Lab-Report/