The agreement will add predictive attention intelligence into Mintel’s Global New Products Database, allowing users to see a packaging performance score for every product on the database.

Users can therefore predict how packaging is likely to perform pre-launch, using insights from existing product launches.

Dragonfly AI developed its neuroscience research in partnership with Queen Mary University of London, and the technology the company uses focuses on predicting how people respond to creative content.

Matt Nelson, global chief executive at Mintel, said the partnership was “an important step in how we continue to evolve the value we deliver to clients”.  

Steve King, co-founder and chief executive at Dragonfly AI, said the partnership would help brands “to see not just what’s happening in their category, but what’s truly capturing consumer attention, and make more informed decisions as a result”.