Advertising optimizes who, what, and when; it has never optimized for why people buy. MOCA tests whether aligning media and audiences to the motivations already in your creative moves the business.
How it works
1. Score
RMT scores your existing creative and media contexts for the motivations they carry.
2. Run
Your campaign runs in two cells on the same budget: motivation-aligned vs. business as usual.
3. Read
MMA delivers an independent read on the business outcome. Charter brands also get a digital-twin read on their trial ads.
Is this lab for you?
- You run digital media with creative you could vary.
- You have a KPI you can read: sales, conversions, or visits.
- You can commit 8 to 12 weeks in a coming quarter.
- You want an independent answer, not a vendor claim.
What you get
A validated answer
Whether motivation alignment moves your business, measured independently.
A motivational profile
A profile of the motivations in your creative and contexts, which you keep.
A place on the ALTT stage
Share your results with the AI Leadership Think Tank and at MMA events.
The science
- RMT Labs’ motivational taxonomy is built from 100M+ observed choices and validated against thousands of sales experiments.
- Wharton’s research finds that measured brain response predicts market outcomes.
Who is behind it
| MMA ALTT | Independent validation |
| RMT Labs | Bill Harvey, Stefan Maris |
| Wharton Neuroscience Initiative | Dr. Michael Platt |
| Activation partners | Your own DSP, or a managed path |