The study involved 149 ads across 35 brands and 22,334 people in six countries. Realeyes measured how people felt while they watched the ads by using artificial intelligence to analyse their facial expressions through their webcams (with their consent). The study was designed in collaboration with the Mars Marketing Laboratory at the Ehrenberg-Bass Institute for Marketing Science. Realeyes' emotion data was cross-referenced with Mars, Incorporated's known sales lift data for each ad to investigate the relationship between emotions and sales performance. This created the largest emotional dataset linked to real business outcomes currently in existence.