The Brain Surgery Methodology

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 and why.

The methodology identifies the 3 to 5 most emotionally charged reasons (the choice criteria in the mind of the audience) that must be fulfilled in order to cause a choice or decision.

The survey has two distinct sections. The first is an “open ended” discovery section where the guided by contextual frames of reference versus direct questions. These contextual frames of references are presented in a critical sequence from more open ended to more direct subjects. After each context respondents record verbatim information that is coded by the in country Brain Surgery psychologist team into specific categories and then developed into a relational database.

The second part of the survey instrument is an aided section that is designed to evaluate any list of; attributes, suspected positioning platforms/elements, suspected messages, and/or specific visual/verbal

Respondents review each of these elements than are presented with a contextual frame of reference (If I were to use brand x based on the information I just reviewed, I would feel) then they record the same information about their context as in the discovery section; an emotion, an intensity, verbatim comments on “why” they feel their emotion and a valence measure (indicating how positive, neutral or negative the respondent is toward the particular item, i.e., attribute, positioning, message, etc.).

Comparing positive emotion percentages for anything gathered in the survey provides a relational database to review brands versus competitors. All aided elements like attributes, messages, positioning statements/elements, concepts etc. are compared to the positive emotion percentage generated by a brand revealing which attribute, message, positioning and/or concept will actually increase the engagement to the brand. 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 will maintain or increase marketplace engagement.