Brain Surgery offers emotion based behavior insights that will enable an understanding of what is positive, neutral and/or negative about a brand, product, service, company or special issue.

The methodology uncovers the three to five Emotion Drivers™ that need to be fulfilled in order to motivate a desired behavior.  To obtain these drivers the survey is set up to gather emotional information about the; “ideal” or best imaginable, current or competing brands, soon to launch brands and “the client’s brand”.

The survey instrument has two distinct sections. The first is an “open ended” discovery section where the respondent is placed in a “frame of mind” by posing topical statements and then questions about each topical statement. These topics are presented in a special order from broad to more narrow subjects. Within each topic respondents record verbatim information that is coded by the Brain Surgery psychologist team into specific categories (receptor/reason based categories).

The second part of the survey instrument is an aided section that is designed to evaluate any list of; attributes, suspected positioning platforms, suspected messages, and/or specific visual/verbal stimulus. Respondents rank each of these items separately and then go through the Brain Surgery “emotion battery” for their highest ranked choices. The emotion battery mirrors the same sequence of questions from the “open ended” discovery section. The battery captures an intensity score, verbatim comments on “why” and a valence measure (indicating how positive, neutral or negative the respondent is toward the particular item, i.e., attribute, positioning, message, etc.).

The measurement of the “Ideal” plays the roll of a dependent variable in the analytics process.  The goal is to move the client’s brand in the direction of the measurement of “Ideal”, if .78 correlations to “Ideal” is achieved then the brand will have predictive validity. 

Comparing positive emotion percentages for an attribute, message, positioning, concept etc. to the positive emotion percentage generated by a brand reveals which attribute, message, positioning  and/or concept will actually increase the power of the brand  providing it with lift in the marketplace.  Looking at specific marketing elements this way has two advantages; first, the brand emotion percentage is a current measurement (versus a historical norm), second, third party validation has shown that when the emotion percentages for any attribute, message, positioning, concept, etc. is equal to or greater  than the brand, it is most motivational and should be worked into final execution.