| Lens | What it analyzes for |
|---|---|
| Attention | Whether the viewer is locked in, and where focus slips. |
| Purchase Intent | Reward and desire: whether they’ll want it. |
| Manipulation | Persuasive or coercive load: pressure vs. reasoning. |
| Emotion | Emotional salience: how much the content makes you feel. |
| Cognitive Effort | Mental work: how hard the content is to process. |
| Memory | Whether the content will be remembered and absorbed. |
| Surprise | Novelty: how unexpected a moment is. |
Choosing a lens
You can read all seven from any scan, or focus on the ones that fit the job:- For ads and creative, start with Attention and Purchase Intent.
- For brand and narrative, lean on Emotion and Memory.
- For explainers and education, watch Cognitive Effort and Memory.
- Use Manipulation as a guardrail, and Surprise to find the hook and the twists.
The lenses
Attention
Is the viewer locked in?
Purchase Intent
Reward and desire: will they want it?
Manipulation
Pressure vs. persuasion.
Emotion
Emotional salience.
Cognitive Effort
How much mental work it takes.
Memory
Will it be remembered?
Surprise
How unexpected it is.