Michael presented "Desire and Reality - Meeting in the Heart (System X)," introducing System X, where perception, emotion, and reason converge. He discussed the limitations of traditional research constraints and how eye square’s tools like SEAL and the sandbox address these challenges.

Betsy and Chrissy explored the difference in impulse buying between in-store and online. Using eye square’s simulated stores, they revealed that shoppers are receptive to impulse purchases, particularly with well-timed reminders.

Aarti and Ryan's presentation emphasized the fact that creator-driven content boosts brand perception and consumer behavior. Their research found that authentic and relatable creator ads drive more engagement and recall than traditional ads, highlighting the importance of integrating creators into marketing strategies​​​.

John talked about using eye-tracking technology in sports advertising, highlighting how SPIQE measures display effectiveness during live events.

Horst and Tracy presented the "Attention Measurement Validation Project," a collaboration of 29 companies to define and measure attention in advertising. They highlighted the link between attention, engagement, and emotional impact.

Sarah shared Nielsen's brand lift study findings, showing that creator-driven content boosts purchase intent and brand affinity. With data from over 2,200 studies, she highlighted how authentic creator partnerships enhance visibility and engagement.

Heather presented the "Advanced Applications of In-Context Testing" using eye square’s technologies. Through case studies with TikTok, Snap, and Netflix, she shared insights on user preferences and emotional connections with brands.

Dirk and Steffen introduced the innovative concept of „AI personas“, that simulate consumer behavior for marketing effectiveness. They shared an imaginary study on Rolex, demonstrating how AI-generated personas can assess brand positioning and align marketing strategies with evolving consumer values.

Maria Elizabeth (eye square) talked about eye square's expansion to Latin America that started with a trip to Paraguay to explore Latin America's growth potential, revealing key differences in shopping behavior across Argentina, Paraguay, and Brazil. The aim was to introduce advanced market research technologies to the region and expand into countries like Chile and Colombia. eye square is also seeking partnerships with universities and agencies to help shape the market.

The trio introduced the "eye square sandbox," a tool that lets brands test and collaborate on user flows in real-time across platforms. It offers a DIY approach to creating digital experiences without technical expertise, advancing co-creation and rapid testing.