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

Our service called Emotion Drivers^®; is designed to help marketers be more precise in developing market positioning and messages that will cause attraction and grow their brands.  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). The Emotion Drivers^® service is supported by a mathematical model designed to maximize attraction by detailing what must be fulfilled in the mind of the audience so that tactical programs like advertising are more effective in optimizing revenues.  . 

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.

Let us help you optimize your brand’s performance by inspiring the right marketplace behavior by utilizing Emotion Drivers^®.