A discussion with Dr Ali Goode a cognitive scientist, interrogating contemporary notions of attention and engagement in advertising and operational contexts. 

The discussion differentiates looking from cognitive attention, criticises overreliance on proxy measures (eg, webcam eye-tracking), and sets out practical principles — fluent processing, single-message design, heuristic use, rapid initial engagement and sequenced communications — for motivating behavioural responses. 

The conversation explores the implications for credit risk and collections, the limits of AI and synthetic data, and the need to codify experimentally validated communication patterns.

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