Studios, and investment/production entities use the Consumer Engagement metric to test custom concepts at the initial concept stage, before any money has been put into a film investment to determine if an idea is worth making, and at what specific financial level it makes sense to invest. Production entities are also able to test out different versions of a potential concept to determine which version has the most compelling elements that consumers will respond to the best.

Piedmont also runs syndicated studies for future major release movies, to determine many months before advertising even starts what the strength of people’s connections to these future films actually are. By looking at the demographic trends for any film, a studio is better able to enhance marketing by knowing who is responding to the film already, and who the film still needs to appeal to.