Consumers are not necessarily interested in most brands or ads. Usually they do not have time to reflect on what the ad means for them and the brand. This means that it is necessary to understand the way consumers are processing ads. An optimal understanding is key to knowing the performance of your ad as well to knowing how to optimise your ad. Heineken has conducted three different studies to evaluate a commercial from one of Heineken's International brands: traditional quantitative pre-test and two neuro science approaches ( EEG & Eye-tracking and EEG in socialising context). This will deliver an optimal future framework for pretesting commercials concerning performance, optimising ads, and the relevance of measuring in social context.