Since 1994, Brain Surgery has been working with the science of emotions and the understanding of the significant role emotions play in determining behaviors, and decided to create GERF to serve "good for mankind" issues.

"During our years of researching the role of emotions we have uncovered their significant power and have been putting this knowledge to use in business. We decided our tools should also be shared on a pro bono basis around the world for the good of mankind projects", says Blaising. Annually, GERF will select a cause, and utilizing the tools used by Brain Surgery, provide insights to policy makers to help them solve some of the world's most pressing problems and opportunities.

In addition to "good for mankind" projects, GERF will also work as a development arm of Brain Surgery to continue to develop new tools that help reveal emotions and their role on behaviors and messaging.

"Through our studying of emotions we have been able to continually uncover the "unmet needs" in many marketplaces and we will utilize GERF as a platform to continue the study of emotions for Brain Surgery" said Carr.

During 2005 GERF sponsored a research project with James Madison University students to look at the effect of the FDA’s recent actions in pulling Vioxx and questioning drug manufacturers with regard to safety and legal practices. This study was designed to be a learning experience to further student’s knowledge as well as a study to understand the effect of all of the information regarding this subject on consumer’s trust of the healthcare category. GERF sponsors at lease one of these types of studies per year in an effort to obtain information that may be helpful to others.