Decode

Decode is an image analysis tool. Decode by Entropik combines facial emotion AI, webcam eye tracking and predictive creative scoring to test ads, packaging, concepts and digital experiences, with an AI moderator for qualitative interviews. Built for enterprise insight, UX and marketing teams that need behavioural signal rather than stated opinion alone.

Decode is a human insights platform from Entropik that pairs facial emotion recognition, webcam-based eye tracking and predictive creative scoring with conventional research workflows. Rather than relying on what respondents say in a survey, the platform reads how they react: which element their gaze lands on first, which frames trigger surprise or confusion, and where attention drops away. Entropik positions it for enterprises that need to validate creative, packaging, concepts and digital experiences without stretching timelines. The product splits into two working areas. Consumer insights covers media and ad testing across TV, social and out of home, packaging and shelf simulation with attention heatmaps, concept validation, and qualitative research where an AI moderator runs structured interviews and turns transcripts and video into themed, sentiment-tagged findings. User research covers prototype testing, unmoderated task studies, live moderated sessions and testing on real websites and mobile apps, all measured through gaze and expression capture rather than think-aloud commentary alone. AI Creative Insights sits alongside the research modules. Teams score ads, layouts and product pages against a reusable synthetic audience, compare persona by persona, and receive prescriptive suggestions on placement, hierarchy and message clarity. The claim is directional signal before spend, not a replacement for a live test, and the case studies follow that pattern: shorter media research cycles and faster onboarding diagnostics rather than whole programme replacement. It suits insight, UX, marketing and product teams inside larger organisations (CPG, retail, financial services, healthcare, technology) where research volume justifies a platform. Smaller teams comparing lighter usability tools should weigh the enterprise onboarding and demo-led sales motion: the homepage publishes no price list, signup runs through the product portal, and the richer predictive features carry the most value at scale.