Brain Surgery’s tools are used to uncover what attractive, neutral or negative about any product, service, situation, company and/or special issue. Typically Brain Surgery is called upon to help facilitate change. One of the principle outputs of the Brain Surgery approach is the identification and quantification of emotional mindset groups within any marketplace.

This analysis yields what percentage of the market is “un-attracted or negative minded, apathetic or neutral minded, maybe (almost attracted), and attracted to a brand and why these mindsets exist. These mindset groups set up a unique targeting strategy designed to work more effectively for message building. Targeting emotional mindsets as part of the communications strategy means that positioning and messaging will be more optimal and brands are able to move the “less attracted” mindset toward the “more attracted” mindset.

We have significant experience in launching new products, dealing with new competitors or any other change that has occurred in the marketplace.

Countries where we currently work (USA, Canada, Mexico, Argentina, Brazil, Germany, Austria, France, UK, Spain, Italy, Portugal, Sweden, Denmark, Finland, Netherlands, Norway, Belarus, Poland, Czech Republic, Russia, Turkey, China, Korea, Japan, Taiwan, Australia and New Zealand)

Brain Surgery offers the Emotion Drivers^® service.

Brain Surgery will uncover the 3-5 reasons in the mind that must be fulfilled in order to optimize attraction to any brand. Emotion Drivers^® includes identification of emotional mindsets (like minded groups typically integrated with our clients’ segmentation), testing of positioning elements, messages, concepts, advertising, detail guides and all forms of communication. Providing emotion based behavior insights and messaging that optimizes brand performance.