N-01 · L1weight ×1.4
Frontal Alpha Asymmetry
Approach vs. withdrawal motivation toward the stimulus.
- Unit
- µV² ratio
- Acquisition
- EEG 10–20, F3/F4 alpha power
Operating band55–90
Parameter atlas
33 parameters the method measures — none of them an opinion
Neurophysiology gives the ground truth, cognition explains the cost, affect explains the encoding, causality proves the effect, AI extrapolates it, ethics constrains it.
Read this first
What is measured, and why it matters to your business
Every parameter below is a real measurable quantity — attention, emotion, effort, memory, causal effect, model accuracy — with a healthy operating range. Outside that range, revenue is being lost in a specific, identifiable way.
- The unit tells you how it is measured.
- The band tells you what healthy looks like.
- The meaning tells you what it costs when it slips.
Standard scientific acronyms and units (EEG, fMRI, ms, Hz) remain in their internationally used form; all explanations are in your language.
N-02 · L1weight ×0.9
N200 Conflict Response
Cognitive conflict at the moment of brand recognition.
- Unit
- ms / µV
- Acquisition
- Event-related potential
Operating band40–75
N-03 · L1weight ×1.3
P300 Salience Amplitude
Attentional resource allocated to the message.
- Unit
- µV
- Acquisition
- Oddball ERP paradigm
Operating band55–92
N-04 · L1weight ×1.2
Late Positive Potential
Sustained motivated attention and emotional relevance.
- Unit
- µV
- Acquisition
- ERP 400–800 ms window
Operating band50–90
N-05 · L1weight ×1.0
Phasic Skin Conductance
Sympathetic arousal peaks aligned to narrative beats.
- Unit
- µS
- Acquisition
- Electrodermal activity
Operating band45–82
N-06 · L1weight ×0.8
Heart-Rate Variability
Autonomic balance — stress vs. receptive engagement.
- Unit
- ms RMSSD
- Acquisition
- Photoplethysmography
Operating band50–88
N-07 · L1weight ×1.1
First-Fixation Latency
Speed at which the visual system locks onto the key AOI.
- Unit
- ms
- Acquisition
- Eye-tracking, 120 Hz
Operating band55–95
N-08 · L1weight ×1.0
Saccadic Entropy
Visual disorder — high entropy signals a broken hierarchy.
- Unit
- bits
- Acquisition
- Scanpath analysis
Operating band45–80
N-09 · L1weight ×0.9
Pupillary Load Response
Real-time cognitive effort demanded by the asset.
- Unit
- mm Δ
- Acquisition
- Pupillometry, luminance-corrected
Operating band40–78
N-10 · L1weight ×0.9
Zygomatic / Corrugator Ratio
Micro-expressive valence below conscious report.
- Unit
- µV ratio
- Acquisition
- Facial EMG
Operating band50–88
C-01 · L2weight ×1.4
Processing Fluency
How effortlessly the mind decodes the message.
- Unit
- index
- Acquisition
- Perceptual + conceptual fluency battery
Operating band60–95
C-02 · L2weight ×1.2
Cognitive Load Index
Working-memory cost per exposure second.
- Unit
- index
- Acquisition
- NASA-TLX calibrated on pupillometry
Operating band45–80
C-03 · L2weight ×1.0
Semantic Priming Strength
Associative network activated by the brand cue.
- Unit
- ms Δ
- Acquisition
- Lexical decision task
Operating band50–90
C-04 · L2weight ×0.9
Message Chunk Efficiency
Alignment with 4±1 working-memory capacity.
- Unit
- chunks
- Acquisition
- Structural decomposition
Operating band55–92
C-05 · L2weight ×1.1
Implicit Association Distance
Non-declarative brand-attribute proximity.
- Unit
- D-score
- Acquisition
- IAT protocol
Operating band50–90
A-01 · L3weight ×1.2
Affective Valence
Direction of the emotional response.
- Unit
- SAM 1–9
- Acquisition
- Dimensional affect model
Operating band55–92
A-02 · L3weight ×1.2
Arousal Amplitude
Intensity that drives memory consolidation.
- Unit
- SAM 1–9
- Acquisition
- Dimensional affect model
Operating band50–88
A-03 · L3weight ×0.8
Perceived Dominance
Sense of agency the audience retains.
- Unit
- SAM 1–9
- Acquisition
- Dimensional affect model
Operating band50–85
A-04 · L3weight ×1.3
Peak–End Alignment
Whether the emotional peak coincides with the brand moment.
- Unit
- index
- Acquisition
- Temporal affect curve fitting
Operating band55–95
A-05 · L3weight ×1.5
Memory Encoding Strength
Probability the trace survives 72 hours.
- Unit
- index
- Acquisition
- Delayed recognition + neurometric fusion
Operating band55–95
A-06 · L3weight ×0.9
Empathic Resonance
Identification with the protagonist of the narrative.
- Unit
- index
- Acquisition
- Mirror-system proxy scoring
Operating band50–90
D-01 · L4weight ×1.5
Incrementality Coefficient
Share of outcome genuinely caused by the activity.
- Unit
- %
- Acquisition
- Geo-holdout / synthetic control
Operating band55–95
D-02 · L4weight ×1.2
Causal Confidence
Strength of the identified causal structure.
- Unit
- posterior
- Acquisition
- Bayesian causal DAG
Operating band55–92
D-03 · L4weight ×1.0
Signal-to-Noise Ratio
Quality of the behavioural evidence base.
- Unit
- dB
- Acquisition
- Telemetry decomposition
Operating band50–90
D-04 · L4weight ×0.9
Treatment Heterogeneity
How differently segments actually respond.
- Unit
- τ variance
- Acquisition
- Uplift modelling
Operating band45–85
AI-01 · L5weight ×1.5
Predicted Response Fidelity
Correlation between prediction and real cortical response.
- Unit
- r
- Acquisition
- Model vs. measured neurometrics
Operating band60–96
AI-02 · L5weight ×1.1
Model Calibration Error
Trustworthiness of the model's confidence.
- Unit
- ECE
- Acquisition
- Reliability diagrams
Operating band55–92
AI-03 · L5weight ×1.2
Pre-flight Creative Lift
Expected gain before any budget is committed.
- Unit
- %
- Acquisition
- Neuro-calibrated scoring
Operating band50–92
AI-04 · L5weight ×0.9
Synthetic Audience Validity
How far simulated audiences can be trusted.
- Unit
- index
- Acquisition
- Simulation vs. panel back-test
Operating band45–88
B-01 · L6weight ×1.2
Conversion Elasticity
Behavioural response per unit of design change.
- Unit
- Δ%/Δ
- Acquisition
- Choice-architecture experiments
Operating band50–92
B-02 · L6weight ×1.1
Friction Coefficient
Resistance accumulated along the decision path.
- Unit
- index
- Acquisition
- Journey instrumentation
Operating band45–82
B-03 · L6weight ×1.0
Habit Formation Rate
Speed at which behaviour becomes automatic.
- Unit
- λ
- Acquisition
- Longitudinal cohort decay
Operating band45–88
B-04 · L6weight ×1.6
Neuroethical Compliance
Transparency, reversibility, protection of vulnerability.
- Unit
- score
- Acquisition
- Protocol audit
Operating band75–100
Put the atlas to work
The diagnostic console turns these parameters into a single defensible verdict.