Reports, validation studies, and articles — see what Chorus produces and how the method holds up.
10 Indian personas score Birla Opus's airport launch ad. The 16-year warranty hooks attention; the 'Main bhi' crowd undermines belief. Overall 53/100.
Chorus's 10-persona creative-testing dashboard for Birla Opus's April 2026 'Main bhi' airport ad — emotion arc, per-persona signals, scene heatmap, and timestamped edit suggestions.
Chorus's 10-persona creative-testing dashboard for ITC Mangaldeep's April 2026 'Sixth Sense' ad — emotion arc, per-persona signals, scene heatmap, and timestamped edit suggestions.
10 Indian personas spanning rural UP, Bihar, Rajasthan and metro India rate Mangaldeep's 90-second CSR ad at 79.6/100 — cultural fit strong, brand recall weak.
Chorus's 12-persona creative-testing dashboard for Burger King's 2026 'There's A New King' — emotion arc, per-persona signals, scene heatmap, and timestamped edit suggestions.
A follow-up to our Kumar et al. (2022) food-choice replication. Two moderated focus groups with the same 16 synthetic personas we used in the interview pass — Maharashtra and Kerala panels. The group format recovered all 10 of Kumar's Phase 2 sub-themes and surfaced 4 additional frames on top.
A replication of Kumar et al. (2022) Phase 1 — two focus groups on urban Indian middle-class perceptions of processed foods. 16 synthetic personas matched to Kumar's criteria (age 40-65, college-educated, white-collar, no medical/nutritional background). Recovered all 3 Phase 1 themes and surfaced 5 additional frames on top.
Chorus validation study: on Burger King's 2026 'There's A New King', our 12-persona panel landed 0.80 against System1's 3.8★ — same dip-then-rise arc, our panel converges at 0.98 on the 0:32 self-critical inflection Ewing's Ad of the Week editorial centers on.
We replicated the Phase 2 interview protocol of Kumar, Kulkarni & Rathi (2022) with 22 synthetic personas. Matched 9 of the paper's 10 Phase 2 sub-themes and surfaced 6 additional frames the paper's analysis didn't cover.
Audience panel on Gillette's 'We Believe' toxic masculinity ad. 9 perspectives, 35 questions, 6.4/10 overall. Strong message clarity, weak conversion pathway.
Anthropic researchers discovered a neural 'axis' that controls AI personality. Here's what it means for anyone building with LLMs.
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Audience panel on SVEDKA's Super Bowl AI robot ad. 8 perspectives, 27 questions, 5.7/10 overall. Uncanny valley undermines trust despite near-perfect brand recall.
Conformity bias distorts focus group feedback in predictable ways. Here's what five peer-reviewed studies reveal about the problem—and what alternatives exist.
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New research reveals that advanced reasoning models succeed by simulating internal debates among diverse perspectives, not by simply computing more steps.
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Audience panel on Hims & Hers' 2025 Super Bowl ad 'Sick of the System.' 12 perspectives, 29 questions, 6.7/10 overall. Strong emotional impact but trust concerns.
Audience panel research on Coinbase's musical theater crypto ad. 7 perspectives, 32 questions, 7.1/10 overall score. See what resonated and what fell flat.