Brain Surgery is a marketing knowledge firm focused on providing emotion based behavior insights, to determine emotional engagement and how that affects positioning, messaging and tactical execution for marketers.

Our service is designed to help marketers be more precise in developing market positioning and messages that will enhance attraction/engagement to their brands. The approach brings 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 more accurate disclosure from respondents in their "language" which is instrumental in optimizing both positioning and message platforms.

The output yield emotional engagement mindset groups (attracted, maybe, apathetic and un-attracted toward the brand). We use this model to set up the strategy for positioning and message platforms, (moving less attracted mindset groups towards a more attracted posture). The Emotion Drivers^®; or Choice Criteria in the brain is created using a mathematical model designed to maximize attraction and details what must be fulfilled in the mind of the audience to cause a decision to purchase.

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 understand how to execute using the findings.

Brain Surgery was founded in 1994 and now has worked in 29 countries.

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