The four-step decision loop
Every creative goes through the same decision process. The question is whether the process happens with structured data or without it.
- Score the creative — How does this ad perform against market benchmarks?
- Understand resistance — If a KPI is weak, which buyer segments object and why?
- Apply the fix — Change the specific element that is causing the problem.
- Rerun the diagnostic — Confirm the fix landed and the score improved.
In SaliencyLab, all four steps happen inside one study. The context flows automatically between them.
Step 1: RoastIQ scores the creative
Upload the video. RoastIQ returns the 5-KPI diagnostic in under 90 seconds:
- Beat the Skip: 81 (Strong)
- Get Noticed: 76 (Strong)
- Brand Impact: 68 (Review)
- Sell Proposition: 63 (Review)
- Build Brand: 79 (Strong)
- Composite: 71 — Verdict: Sharpen
The evidence timeline shows the product pour arrives at 18 seconds. The visual attention data shows high engagement in the first 3 seconds, then a drop at second 8.
The verdict is Sharpen. The weakest KPI is Sell Proposition at 63. The next step is clear: understand why.
Step 2: BuyerLens explains the resistance
Click Open BuyerLens from the RoastIQ tab. The study planner opens with three nodes: Audience, Participants, Goal — all pre-filled from the RoastIQ context.
The audience is already set to FMCG buyers on Instagram Reels, UK market. The goal reads: Understand why Sell Proposition scored 63.
Select 3 buyer personas. Click Run interviews.
Three synthetic buyers evaluate the creative. The objection map reveals a shared tension: the value proposition arrives at 18 seconds — well after the skip decision window. All three personas flag the same structural timing issue.
Step 3: The brief directs the fix
The Brief tab synthesizes both layers — RoastIQ market data and BuyerLens consumer data — into an actionable edit direction:
What to fix:
- Move product demonstration to seconds 3-5
- Simplify message hierarchy — one ask per scene
What to keep:
- Opening hook (Beat the Skip scored 81)
- Brand cue timing at 3 seconds
- Community celebration sequence (Build Brand scored 79)
Priority edit order:
- P0: Move product pour to seconds 3-5 (Sell Proposition +15-20 expected)
- P1: One message per scene (Brand Impact +5-10 expected)
Step 4: Rerun confirms the fix
Upload the new cut as a new study in the same project. Run RoastIQ again. Compare the scores side by side.
If Sell Proposition moved from 63 to 75+ and the composite crossed 70, the fix landed. Verdict changes from Sharpen to Scale.
If it did not, the study planner shows what to try next.
Why one workspace matters
The alternative is scattered: run an AI score in one tool, do interviews in another, write the brief in a doc, upload the new cut somewhere else. Context is lost at every handoff.
In SaliencyLab, the context is preserved. The RoastIQ evidence feeds BuyerLens. BuyerLens objections feed the brief. The brief directs the edit. The rerun confirms the fix. One study, one project, one decision loop.