Brain Surgery is a marketing knowledge firm focused on providing emotion based behavior insights.

We are primarily used to create positioning and message platforms that fulfill the emotion drivers™ of any audience.  The approach is a hybrid market research tool bringing together aspects of qualitative research in a quantitative study and was created to capture information from respondents while their prefrontal cortex is active (where reasons are prioritized by emotions and decisions are made).  This method obtains a deeper disclosure from respondents in their “language” which is instrumental in optimizing both positioning and message platforms. 

The output yields “like minded” emotion mindset groups (attracted, maybe, apathetic and unattracted toward the brand) based on the respondents reactions. We use this model to set up the strategy for positioning and message platforms, (moving less attracted mindset groups towards the more attracted group). From this strategic framework we are able to create emotion drivers™, which are those emotionally charged reasons in the mind of the audience that must be fulfilled in order to optimize attraction to any brand. The definition of each emotion driver is developed from the audiences’ verbatim responses, which are coded by the Brain Surgery clinical psychologist team. 

The Brain Surgery tools offer three measures of predictive validity.  Outputs have also been validated in numerous simulated market tests and in those tests messages created using the Brain Surgery method have consistently outperformed messages build from other methods by a 3 to 1 margin. 

In order to ensure the best possible outcome we provide workshops as a part of every assignment to help brand teams integrate the findings into their executions.

Brain Surgery was founded in 1994 and we have worked in 22 countries worldwide.

Let us help you use emotion drivers™ to optimize your brand’s performance by inspiring the right marketplace behavior.