FOR MORE INFORMATION,
CONTACT: Stephen M. Blaising, Vice Chairman, Brain Surgery Worldwide, Inc. (317) 656.8702
FOR IMMEDIATE RELEASE, April 11, 2005
Editor of QUIRKS Highlights Brain Surgery’s Work on American Express
Atlanta, GA – Brain Surgery work with long time client American Express is being highlighted in the April issue of Quirks Magazine. Quirks is a leading national market research publication focused on providing it’s readers with helpful information about market research techniques that have proven success.
Brain Surgery CEO John Carr stated, “It’s very satisfying to have your work recognized by such a prestigious magazine. When the editor of Quirks called and wanted to highlight our work, we thought focusing on our work for American Express would be appropriate, since it is a brand that is recognized as being very customer focused.
Over the past eleven years studying all types of brands both in the US and Europe, Brain Surgery has uncovered that, for every brand, product or service, there are three to five primary emotional drivers that will motivate purchase behavior. “The techniques and tools we have developed have all been validated by third parties which show that our emotion based language provides optimal messaging by at least a 3 to 1 margin”, says Carr.
Brain Surgery has shown that Emotion Drivers® exist for all types of customer groups from credit card customers, physicians, patients, long distance telephone users, wireless phone customers to any number of branded consumer product customer groups. For each group the drivers are different, and in most cases the level of intensity is different for each driver. In groups where Emotion Drivers® are similar often the way the customer defines these drivers can be different. These drivers are defined precisely in the language of the customer and quantified for the right emphasis required in marketing and sales execution (which is one of the areas where Brain Surgery’s tools have been validated by third parties).
“Our tools also provide a clear picture of what the market wants and how customer groups see (or perceptually position) a company’s brand versus the competing brands, says Stephen M. Blaising, Vice Chairman. This data (which is analyzed and coded by the Brain Surgery psychologist team) enables marketers to move their brands to a more desired position in the minds of their key audiences and motivate them to behave in a way that increases their sales.
Brain Surgery’s tools are accurate and fast (usually 2-3 weeks). Brain Surgery typically works with companies who want to understand (through the emotion lens) where the market perceives their brands and why compared to competing brands, “soon to launch” brands, and what the market wants ideally, in order make their brands more attractive and more successful.
Brain Surgery Worldwide, Inc. is an “emotion based behavior insight and messaging” firm based in Atlanta, that primarily serves the consumer products and pharmaceutical industries in the US and Western Europe.