The team wanted a fast way to compare sports artwork against creative principles. AI-moderated sessions paired viewers’ selections with explanations of what made an image work for them.
Evaluating Sports Artwork
Preference is a choice. Understanding is the reason why.
One creative program. Two linked research workflows. Explore the other workflow ↗
NETFLIX / 02 / AI-MODERATED COMPARISONWorkflow illustration · not original study artwork
01Compare the artwork
02Choose an image
03Explain the choice
01 / NETFLIX LIVE-SPORTS CREATIVE
The problem.
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Questions.
Company
How can the team compare creative directions quickly while understanding viewers’ reasons?
Product
Which artwork would a viewer be most likely to choose?
Design
How do feeling alive, premium quality, authenticity, and clarity shape the creative evaluation?
03 / NETFLIX LIVE-SPORTS CREATIVE
The approach.
The comparison
The work covered football, soccer, and tennis. Participants chose the artwork they would be most likely to select from options representing creative principles.
The follow-up
The AI asked why participants picked an image, capturing their reasons alongside their choice. The workflow was described as a fast A/B comparison.
Alive
Does the artwork feel alive?
Premium
Does it feel premium and high quality?
Authentic
Does it feel authentic?
Clear
Does the artwork communicate the type of content clearly?
Principle prompts are editorial restatements of the interview, not verbatim research questions.
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Evidence captured.
Choice + explanation
The workflow captured both the image a participant preferred and the reasons behind that selection.
Four creative lenses
The interview identified feeling alive, premium quality, authenticity, and clarity as the evaluation principles.
Comparative results to add
The interview has not yet established a winning artwork treatment or the results for each principle. Those findings remain to be documented.
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Creative direction.
This comparison workflow belonged to the same live-sports creative program as the timed recognition task. Across that program, the team decided to favor athletes in motion over only posed imagery when communicating live events.
The interview does not isolate the contribution of the A/B workflow to that shared decision. It does not establish an overall winning principle, statistical significance, or a measured business lift.
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What remains to document.
These are interview follow-ups, not retrospective conclusions or measured results.
Sample & setup
Document participant count, recruitment, markets, exposure order, and whether comparisons were randomized or counterbalanced.
Findings
Add the principle-specific comparisons, representative explanations, and how the qualitative responses were analyzed.
Contribution & learning
Specify my personal role, final deliverables, which decisions this workflow informed, and what I would change next time.