Assets is your brand's library of images and text. Upload or import what you want to test, and Mirror Panel enriches each item with a structured description you can reuse across studies.
Your library is the Assets section of Brand Settings. It is scoped to the brand selected in the top bar, so each brand keeps its own set of assets and nothing leaks between them.
Each image is analyzed into a rich, editable description — tone, mood, visual subject, setting, composition, color palette, typography, call to action, brand cues, audience signals, and any compliance notes. This gives every asset consistent, structured metadata you can refine by hand.
Panelists do not read the tone and mood fields. They read a separate observations-only record of the image — what is visibly there: the text on it, the objects, the layout, where the eye goes, the dominant colors. Judgments like "uplifting" or "premium" are deliberately held back.
That split is what keeps a panel from agreeing with itself. If every panelist were handed the same conclusion about how an ad feels, they would all echo it back and the study would show false consensus. Given observations instead, each persona forms their own reaction — so disagreement in the results is real disagreement.
What the panel sees holds observations only. The tone and mood fields below it are yours to edit and are not shown to panelists.
Binding creative to a specific option is an A/B feature. The other study types still accept assets from the Attach saved assets picker higher up the page, but those attach to the study as shared background rather than to any one option.
Creative for A and Creative for B bind one asset to each option, so the panel compares creative rather than copy alone.
A run where neither option cleared the winning margin. Too close with low consensus is a real answer — it means the panel did not split cleanly on this creative.
Give every option copy of similar quality. If one option's headline is noticeably weaker than the other's, the panel will react to that gap rather than to the creative, and you will have measured your copy instead of your images.