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Brain Briefing, Episode 6: Scrabble | Anagram Christmas

Brain Briefing—part of our Brain Food education initiative—is our weekly video series exploring the unconscious response of people to popular content.

If you’re a word fan, you’ll love Mattel Games’ Scrabble ad from 2017, which tells the story of the holidays through anagrams.

It’s a cute take on a holiday tale that uses the unique proposition of the Scrabble game - word discovery - as its storytelling trick. Unfortunately, the ad may be too clever for its own good, with performance hovering below holiday benchmarks.

Ensure your great holiday consumer insights are brought to life meaningfully with our Holiday Report, Unwrapping the Mind of the Holiday Shopper. Out now!


How to read: The solid line shows the neural engagement level of Canadian holiday shoppers, a measure of engagement and persuasiveness derived from audience brain wave activity. The dotted line is the benchmark for this audience. Hit “play” and follow along to see how they respond.

Learn more about why this matters

95% of decision-making happens in the unconscious brain

Are you measuring that?

Brainsights can help.


Introducing CURE


Content Unconscious Response Evaluation is our approach to analyzing human reactions to stimuli and experiences. Through the recording and analysis of neural activity in the decision-making part of the brain, CURE empowers our customers to radically grow their business with brain data.


It’s using neuroscience technologies to uncover how unconscious minds process and react to video content at the neurological level.

You specify the stimuli, people and timelines, and we’ll do the rest. We take your target specifications and recruit from our community. We expose your video stimuli through the channels of your choosing, deploying our brain measurement platform to record unconscious response to content.

Because you know that decisions are made in the unconscious mind. You're done guessing if, where and how your content engages and persuades.


See how CURE can work for you.


Our Customers


Some of the biggest companies in the world rely on Brainsights to grow their brands and drive their business.