NEWS

Nanette Nicholson Promoted to Senior Vice President
Heather Rupp, Ph.D., is Promoted to Vice President
Brain Surgery Advisory Board Announced
Forbes Discusses Neuroscience with Brain Surgery
Brain Surgery Introduces Upfront
Brain Surgery Output Optimizes Market Share in SMT
The Emotional Engagement Mindset Model™ Provides a Strategic Foundation
New Learning Reveals the Importance of Context with Mining Insight
Brain Surgery Has Worked in 29 Countries
Brain Surgery Offer New Course “The Psychology of Decisions”
Brain Surgery Worldwide, Inc., CEO named a Director of the United States Rugby Football Foundation
Tony Dungy Applauds Brain Surgery for Their ALL PRO DAD Study
Blaising Elected to Board of IU Department of Psychological and Brain Sciences
Brain Surgery Sponsors HBA “Woman of the Year” Event
Brain Surgery Invited to Speak at PBIRG Annual General Meeting
Brain Surgery Work on Tundra Highlighted in Toyota Executive Magazine
Brain Surgery to Speak on Emotionality at CBI’s Pharmaceutical Market Research Summit
Editor of QUIRKS Highlights Brain Surgery’s Work on American Express
Emotional Drivers® Service now offered by Brain Surgery Delivers Optimal Attraction
Brain Surgery Selected to Present to Association of National Advertisers
Brain Surgery Introduces an Emotion Based Communications Testing Product
Brain Surgery Launches New Emotion Tracker
Brain Surgery Creates “The Global Emotion Research Foundation”
Blaising Acquires 50% Equity of Brain Surgery Worldwide, Inc.

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Nanette Nicholson Promoted to Senior Vice President

Brain Surgery Worldwide, Inc. is pleased to announce that Nanette Nicholson has been promoted to Senior Vice President.

“I’m very proud of Nanette and her many contributions” says John Carr, Chairman and CEO of Brain Surgery Worlwide, Inc.

Nicholson is in charge of operations at Brain Surgery and her leadership role has been key in developing proprietary software that adds efficiency and accuracy to project work. She routinely is fielding studies around the world for Brain Surgery and has been a key part of the growth.

Nicholson is based in the Atlanta office and is a graduate of Vanderbilt.

“Nanette brings a very positive spirit to her interaction with clients and internal colleagues, she makes our firm better,” says Stephen M. Blaising, Vice Chairman, Brain Surgery Worldwide, Inc.

Brain Surgery Worldwide, Inc. is a marketing knowledge firm focused on “emotion based behavior insight”. Brain Surgery uncovers what drives choice, decisions and behavior using a hybrid approach that aligns with the findings of modern neuroscience on what drives behavior. Experience spans over 300 brand in 29 countries and is based in Atlanta, GA.

Heather Rupp, Ph.D., is Promoted to Vice President

Brain Surgery Worldwide, Inc. is pleased to announce that Heather Rupp, Ph.D. has been promoted to Vice President.

“Heather does a wonderful job of bridging the findings of neuroscience into marketing applications,” says John Carr, Chairman and CEO of Brain Surgery Worldwide, Inc.

Dr. Heather Rupp leads the psychological/neuroscience services at Brain Surgery including the coordination of Brain Surgery’s global psychologists. Rupp also has developed an advisory board for Brain Surgery and leads its efforts.

Dr. Rupp’s background combines academic expertise in Cognitive Psychology with experience in the application of this scientific knowledge to Market Research. She has her Ph.D. in Psychology from Emory University with a specialty in the behavioral neuroscience of motivated decision-making, reward-seeking, risk aversion, and preference.

Dr. Rupp studied and worked for 15 years as an active member of the scientific community obtaining external research funding and publishing extensively in peer-reviewed journals. Following her academic research career at Indiana University, she transitioned to the corporate sector applying scientific principles and topical cognitive neuroscience knowledge to Market Research, business development and innovation, and product evaluations. She is passionate about both the theory and rigor of the scientific study of human behavior as well as the opportunity of the private sector to practically apply this information to the real world.

Dr. Rupp says, “I am thrilled to have an even greater opportunity in my new position to further dialogue with the academic scientific community through our Advisory Board and other channels. One of the reasons that Brain Surgery, Inc. delivers the highest caliber insights is because we are constantly keeping informed of developments in Neuroscience research and adapting our product accordingly. It is an exciting time in science for understanding the brain, and I feel the private sector will be most successful if it pays attention to what scientists are researching and learning.”

“Heather is a great asset and she continues to make us all better,” says Stephen M. Blaising, Vice Chairman, Brain Surgery Worldwide, Inc.

Brain Surgery Worldwide, Inc. is a marketing knowledge firm focused on “emotion based behavior insight”. Brain Surgery uncovers what drives choice, decisions and behavior using a hybrid approach that aligns with the findings of modern neuroscience on what drives behavior. Experience spans over 300 brand in 29 countries and is based in Atlanta, GA.

Brain Surgery Advisory Board Announced

Brain Surgery Worldwide, Inc. has formed an Advisory Board, announced Heather Rupp, Ph.D., Vice President of Neuroscience.

THE NEW MEMBERS INCLUDE: CARLA HARENSKI, PH.D., SCOTT LILIENFELD, PH.D., AND CHARLOTTE SIBLEY.

“We are thrilled to have Carla, Charlotte and Scott, they offer us the chance to continuously learn and grow intellectually so that our clients will continue to benefit from working with Brain Surgery,” says John Carr, Chairman and CEO of Brain Surgery Worlwide, Inc.

Dr. Carla Harenski is an Assistant Professor of Translational Neuroscience at the MIND Research Network. She has expertise in the neuroscience of emotion and brain imaging, which she specifically applies to the understanding of criminal behavior. Dr. Harenski’s knowledge of the role that emotion plays in human behavior and decision making will help to further innovate and validate the Brain Surgery methodology.

Dr. Scott Lilienfeld is a Professor of Psychology at Emory University and leader in the mental health field. His research interests include psychological assessment, classification, and diagnosis, as well as psychopathy and emotion processing. Dr. Lilienfeld is dedicated to the validation and examination of scientific methodologies, including both survey and brain imaging techniques. His expertise in emotion and psychological measurement will be an significant contribution to the Brain Surgery Board.

Charlotte Sibley comes to the Board with over 30 years of experience in the Pharmaceutical and Biotech industry. She has been a pioneer, having built and led market research, analytics, and insights departments at Shire, Millennium, BMS, and Pharmacia over the course of her career. She was also named “Woman of the Year” by the HBA and her enthusiasm, innovative spirit, and dedication to the improvement of the pharmaceutical industry make Charlotte an exciting addition to the Board.

“This is a fabulous group that wants to continually learn and will help us and our clients remain on the cutting edge,” says Stephen M. Blaising, Vice Chairman, Brain Surgery Worldwide, Inc.

Brain Surgery Worldwide, Inc. is a marketing knowledge firm focused on “emotion based behavior insight”. Brain Surgery uncovers what drives choice, decisions and behavior using a hybrid approach that aligns with the findings of modern neuroscience on what drives behavior. Experience spans over 300 brand in 29 countries and is based in Atlanta, GA.

Forbes Discusses Neuroscience with Brain Surgery

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Brain Surgery Introduces Upfront

Brain Surgery has introduced a new product called “UpFront™”. This insight tool was created to be used by brand teams that need to revise or update their marketing strategy and messages (it has been designed to be a “discovery” vehicle).

upfront1John Carr, CEO of Brain Surgery Worldwide Inc. says, “If it’s time to rethink marketing strategies and look at opportunities for change, Brain Surgery UpFront™ is very effective in providing the input necessary for development of new marketing strategies and messaging. We believe UpFront™ will give clients the insight needed to dramatically increase efficiencies, uncover the pathway to decision and action, increase revenues, and improve brand performance.”

“Too often brand teams use methods that don’t uncover what the audience is thinking versus what the team thinks the audience thinks (the old adage “you don’t know what you don’t know”)” says Stephen Blaising, Vice Chairman of Brain Surgery Worldwide, Inc. That is why we have developed Brain Surgery UpFront™

upfront2With UpFront™ clients gain precise input on how their strategy can be more effective before testing presupposed premises. The Brain Surgery Hybrid approach generates an Uninhibited non-conscious response revealing a more truthful emotion/reason connection that details what causes decision and action.

Brain Surgery Worldwide, Inc. is a marketing knowledge firm focused on “emotion based behavior insight”. Brain Surgery delivers the “Emotional Engagement Mindset Model™ which uncovers the emotion drivers® (the choice criteria in the mind of the audience) that need to be fulfilled in order to optimize attraction/engagement to any product, brand, service or behavior. Brain Surgery Worldwide has worked in 29 countries and is based in Atlanta, GA.

Brain Surgery Output Optimizes Market Share in SMT

simulated-market-testBrain Surgery positioning and message output was put into a simulated market test to uncover the impact on the market share of a new product. The Brain Surgery output outperformed two other methods which were considered “best practices” by a large Pharmaceutical manufacturer. “We are always a bit reluctant to share these types of results for fear we are beating our drum a little too loud, however the Brain Surgery output is often tested by our clients and it always produces significant results, this result was, therefore, not surprising. I believe the hybrid approach provides our clients with a unique precision that makes the difference”, says John Carr, Chairman and CEO of Brain Surgery.

The simulated market test was performed in the US with physicians and the results are noted below.

Brain Surgery Worldwide, Inc. is a marketing knowledge firm focused on “emotion based behavior insight”. Brain Surgery delivers the “Emotional Engagement Mindset Model™ which uncovers the emotion drivers® (the choice criteria in the mind of the audience) that need to be fulfilled in order to optimize attraction/engagement to any product, brand, service or behavior. Brain Surgery Worldwide has worked in 29 countries and is based in Atlanta, GA.

The Emotional Engagement Mindset Model™ Provides a Strategic Foundation

Brain Surgery Worldwide, Inc. now offers an “Emotional Engagement Mindset Model™. This engagement mindset model helps clients to understand how engaged their audience is and what is causing the engagement. Brain Surgery uses it’s “emotion first” methodology to reveal the level of engagement and this model has become a very accurate strategic tool that informs positioning, messaging and determines the strategic focus a brand must take in any marketplace.

“We created this model because many of our clients were trying to create segment messaging and were unsuccessful. The engagement mindsets help clients understand that messaging is more effective when it is designed to maximize attraction or minimize unattraction”, says John Carr, CEO/Chairman of Brain Surgery Worldwide, Inc.

The engagement model places audiences into like-minded groups based on their attraction to a brand. Brain Surgery provides detailed profiles for each mindset and illustrates how to increase engagement. This model is ideal for launching new products, dealing with market events, refreshing a brand or looking at the attraction to a behavior. Emotion Drivers® are created based on the Emotional Engagement Mindset Model providing the choice criteria in the mind of the audience that must be fulfilled in order to cause the greatest amount of attraction or to move unattraction toward a neutral and then more attracted posture.

The “Emotional Engagement Mindset Model™ can be applied to nearly any audience and applied to any issue (or brand). “In most cases the model is used to compare the engagement for a brand with that of the competition. However it can be can be applied to soon to launch brands and utilized to determine how messages or creative concepts increase or decrease engagement”, says Stephen M. Blaising, Vice Chairman of Brain Surgery Worldwide, Inc. Blaising adds, “Engagement is never driven by just one thing, it is driven by a number of things operating interdependently within the marketplace. This model defines what elements cause engagement and how they should be connected to ensure that brands have enough emotional engagement to drive market share.”

Brain Surgery Worldwide, Inc. is a marketing knowledge firm focused on “emotion based behavior insight”. Brain Surgery uncovers the emotion drivers® (the choice criteria in the mind of the audience) that need to be fulfilled in order to optimize attraction and engagement and is the result of their “Emotional Engagement Mindset Model™. Brain Surgery Worldwide has worked in 29 countries and is based in Atlanta, GA.

New Learning Reveals the Importance of Context with Mining Insight

context-matters“This may sound simple, but it’s not being done often enough and as a result too many clients aren’t getting the insights they need”, says John Carr, CEO/Chairman of Brain Surgery Worldwide, Inc.

There have been many studies that conclude “context” is critical in gathering accurate insightful information.

Brain Surgery has created a “hybrid” method that provides the decision making accuracy of quantitative with the context and texture of qualitative approaches. “There is a real art in crafting contextual frames of reference and sequencing them so the survey experience delivers the right information”, says John Carr, CEO/Chairman of Brain Surgery Worldwide, Inc.

He adds, “The more our clients share about their market/business situation and previous research the better the context leading to an outcome that gives clients a much greater value compared to direct question methods”. “Our clients have found the insights to be significantly more precise because context combined with the emotion first survey experience leads us to be able to provide the details that make up why audiences are emotionally attracted to our clients’ brands”, says Stephen M. Blaising, Vice Chairman Brain Surgery Worldwide, Inc.

Brain Surgery Worldwide, Inc. is a marketing knowledge firm focused on “emotion based behavior insight”. Brain Surgery uncovers the emotion drivers® (the choice criteria in the mind of the audience) that need to be fulfilled in order to optimize attraction and engagement and is the result of their “Emotional Engagement Mindset Model™. Brain Surgery Worldwide has worked in 29 countries and is based in Atlanta, GA.

Brain Surgery Has Worked in 29 Countries

29-countries-mapBrain Surgery Worldwide, Inc. now works in 29 countries. These countries include the 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, India, Australia and New Zealand.

Brain Surgery has psychologists in each country to provide cultural and language guidance. “We are happy that we are able to help our clients by delivering worldwide insight. Nearly half of our business today is global and our emotion first approach has proven to translate very well in any language”, said John Carr, CEO/Chairman of Brain Surgery Worldwide, Inc. Stephen M. Blaising, Vice Chairman of Brain Surgery Worldwide, Inc. states “We have been working in the emerging markets longer than most companies in our field and today provide seamless worldwide insights for our clients”.

Brain Surgery Worldwide, Inc. is a marketing knowledge firm focused on “emotion based behavior insight”. Brain Surgery uncovers the emotion drivers® (the choice criteria in the mind of the audience) that need to be fulfilled in order to optimize attraction and engagement and is the result of their “Emotional Engagement Mindset Model™. Brian Surgery Worldwide, is based in Atlanta, GA.

Brain Surgery Worldwide, Inc. is a marketing knowledge firm focused on “emotion based behavior insight”. Brain Surgery uncovers the emotion drivers® (the choice criteria in the mind of the audience) that need to be fulfilled in order to optimize attraction and engagement and is the result of their “Emotional Engagement Mindset Model™. Brain Surgery Worldwide has worked in 29 countries and is based in Atlanta, GA.

Brain Surgery Offer New Course “The Psychology of Decisions”

psychology-of-decisonsBrain Surgery Worldwide, Inc. has created a new course to help clients and their teams better understand how the brain makes decisions. This three hour course is called “The Psychology of Decisions”.

The course covers the following areas:

“In order for us to embrace this new information about how the brain works when making decisions we have to leave behind things we learned in school and throughout our careers” Says, Stephen M. Blaising, Vice Chairman of Brain Surgery Worldwide Inc. and Board Member of the Department of Psychological and Brain Sciences at Indiana University. “This course was designed to help our clients understand how the brain makes decisions based on modern neuroscience’s latest discoveries. It is important that marketing teams understand how and why the comingling of emotion and reason causes a decision.

John Carr, CEO/Chairman of Brain Surgery Worldwide, Inc., notes “I wish all of our clients had this information so they could apply this insight to their strategies and tactical executions. It’s easy to understand and would encourage them to demand this type of insight before they make marketing decisions”.

To book the course please contact Stephen M. Blaising at sblaising@brainsurgeryinc.com. Scheduling is typically three months in advance and there is a fee for the course.

Brain Surgery Worldwide, Inc. is a marketing knowledge firm focused on “emotion based behavior insight”. Brain Surgery uncovers the emotion drivers® (the choice criteria in the mind of the audience) that need to be fulfilled in order to optimize attraction and engagement and is the result of their “Emotional Engagement Mindset Model™. Brain Surgery Worldwide has worked in 29 countries and is based in Atlanta, GA.

Brain Surgery Worldwide, Inc., CEO named a Director of the United States Rugby Football Foundation

John Carr, Founder and CEO of Brain Surgery Worldwide, Inc. has been named a Director of the United States Rugby Football Foundation.

The US Rugby Football Foundation was created in 1963 to grow and promote the sport at the grass roots level in the United States. Rugby is now played by over 2,200 men’s, women’s, masters, girls and boys clubs in the United States with the greatest growth coming in the formation of new youth and high school rugby programs.

“I am honored to be a part of this organization, and am committed to growing our sport” John Carr.

johncarr-cardinalsJohn Carr, at right, in action with his club the Cardinals at the 09 Can Am Rugby Tournament in Saranac Lake NY.

The Foundation preceded USA Rugby (the governing body of the sport in the U.S.) by some twelve years and was set up as a charitable Public Foundation with chartered goals of promoting and popularizing the game of rugby in the United States. While the Foundation is completely independent of USA Rugby, its programs generally complement and support those of USA Rugby.

While most of its support is directed towards youth rugby, the USRFF also provides grants to other worthy rugby causes, as evidence by the Foundation’s past financial assistance of the United States Collegiate All-Americans tours to Canada, New Zealand and South Africa. The Foundation is also in the process of developing an international rugby exchange program.

Former United States National Team captain Brian Vizard is Executive Director of the Foundation. “We are very pleased to have John on board with us in helping to increase the understanding of Rugby in the United States.”

The USRFF is a non-profit 501 (c) 3 organization established in 1963. Although its main focus is supporting youth and high school rugby, the Foundation also provides grants to coaches and referees; establishes international student exchanges, provides the Kevin Higgins College Scholarships, and also provides grants to Safety and Risk Management Research.

Brain Surgery Worldwide is a global emotion based behavior Insight Company based in Atlanta.

Tony Dungy Applauds Brain Surgery for Their ALL PRO DAD Study

Brain Surgery Worldwide, Inc., through its Global Emotion Research Foundation, provided All Pro Dad, the fatherhood program of the national non-profit Family First organization, with a pro bono study to help it better serve men across the country. Former NFL head coach, Tony Dungy, helped launch All Pro Dad in 1997 and is its national spokesman.

“I really appreciate what Brain Surgery has done for All Pro Dad,” Coach Dungy says. “We’ll be able to use Brain Surgery’s emotion based behavior insights to refine our program and help fathers even more.”

John Carr, Chairman and CEO of Brain Surgery Worldwide, Inc. said, “We always try to give back, and last year we chose All Pro Dad because of its commitment to help men become better fathers. Our study reveals what fathers want, emotionally speaking, from an organization like All Pro Dad, and will guide All Pro Dad in increasing individual involvement, and corporate support.”

All Pro Dad has more than 55 NFL coaches, players and alumni, acting as spokesmen, and reaches men around the globe with its Play of the Day, the most widely read fatherhood email in the world. It also hosts the Father & Kids Experience with NFL teams, allowing dads and their children to bond during an afternoon of interactive football-themed activities. With its All Pro Dad’s Day Chapters, the program has also teamed with the PTA to host monthly breakfasts for fathers and their children in over 1,200 public schools nationwide.

“We’re thankful that Brain Surgery is using its unique market research on behalf of All Pro Dad” says Family First President, Mark Merrill. “Brain Surgery’s expertise will help us engage more corporate sponsors, allowing us to expand our efforts.”

“Each year we select an organization to help through our Global Emotion Research Foundation, and as we learned more about All Pro Dad, we felt it was important to help them carry their message to more markets. I know that Coach Dungy and the All Pro Dad team will put this information to excellent use”, says Stephen M. Blaising, Vice Chairman of Brain Surgery Worldwide, Inc.

In addition to All Pro Dad, Family First offers iMom to help mothers. This effort is supported by many celebrities including Kathy Ireland.

Brain Surgery Worldwide is an “emotion based behavior insight and messaging” firm that primarily serves the pharmaceutical and consumer product markets in 25 countries.

Blaising Elected to Board of IU Department of Psychological and Brain Sciences

Indianapolis, July 23, 2008 – Stephen M. Blaising, Vice Chairman of Brain Surgery Worldwide, Inc. has been elected to the Advisory Board of the Department of Psychological and Brain Sciences at Indiana University. He joins the leadership of a department that is ranked sixth in the nation by U.S. News and World Report and is creating new and innovative programs with the business community.

“Steve has been one of the pioneers in using psychology in marketing,” says Dr. Linda Smith, Chair, of IU Department of Psychological and Brain Sciences, “and his firm, Brain Surgery Worldwide, Inc., is one of the leading emotion based market research companies in the world.”

“I’m honored to be elected to this advisory board,” says Blaising, “and look forward to helping bridge some global business needs with the brain science offered by Indiana University’s highly regarded program. We’ve been using brain science in our work for over 15 years with tremendous results. By understanding brain function, our firm has been able to create a market research tool that is extremely accurate. As an IU alum, it’s great to stay involved with the university, and I hope my experiences will help identify potential business applications for the work of the school.”

The mission of the Department of Psychological and Brain Sciences is to lead scientific advances through state-of-the-art experimentation and theory with the goal of understanding how the entire brain – behavior system works – from molecular neuroscience to cognition to the social behavior of groups. The Department seeks to translate scientific knowledge into practical solutions for problems that impact human lives through: the application of cutting-edge discoveries to real world problems, the training of the next generation of scientists and training citizens who will apply their knowledge in many fields from medicine to industry to public service. For more information about the department, visit www.psych.indiana.edu.

Brain Surgery Worldwide is an “emotion based behavior insight and messaging” firm that primarily serves the pharmaceutical and consumer product markets in 13 countries. In simulated test markets, Princeton Brand Econometrics showed Brain Surgery message development outperforms messages from other methods at a 3:1 ratio. More information is available at www.brainsurgeryinc.com.

Brain Surgery Sponsors HBA “Woman of the Year” Event

Brain Surgery Worldwide, Inc. is a lead sponsor of the HBA (Healthcare Businesswomen’s Association) 2008 “Woman of the Year” event in New York. Once a year the HBA selects “Rising Stars” and the “Woman of the Year” and Brain Surgery Worldwide, Inc. is proud to be a gold sponsor for this year’s event.

The HBA was founded in 1977 and is the premier catalyst for the professional development and leadership for women in the healthcare industry. The HBA empowers its 4000 members to achieve their greatest potential by providing unparalleled opportunities for professional development, education, skill-building, networking and mentoring. The association continually expands its offerings to meet the demands of a growing and dynamic membership. HBA is the leading global organization dedicated to the advancement of women in healthcare, providing R.E.A.L. benefits for R.E.A.L. results:

  • Recognition for your contributions on and off the job
  • Expertise from over thousands of diverse industry professionals
  • Access to a wide variety of networking and mentoring programs
  • Leadership opportunities that fuel your career

“We support the activities of the HBA and we are especially proud that one of our clients, Charlotte Sibley was named Woman of the Year. We’ve watched her authentic, caring leadership style and she is very deserving of this award” says Stephen M. Blaising, Vice Chairman, Brain Surgery Worldwide, Inc. “Charlotte has been very supportive of our work and we’ve been very impressed with the depth of her knowledge in using our approach to benefit her company and colleagues’. She has been a joy to work with” says, John Carr, CEO, Brain Surgery Worldwide, Inc.

Charlotte Sibley (the 2008 HBA Woman of the Year) says, “I appreciate Brain Surgery being one of the lead sponsors for this event. I have enjoyed working with them and am glad to also note that many of their clients are on the rising stars list. They have a very innovative tool that you can trust and their innovation is also validated!”

Brain Surgery Worldwide, is an “emotion based behavior insight and messaging” firm that primarily serves the pharmaceutical and consumer product markets in the US, Western Europe, Latin America and Asia.

Brain Surgery Invited to Speak at PBIRG Annual General Meeting

Brain Surgery Worldwide, Inc. has been selected to speak at the Pharmaceutical Business Intelligence and Research Group (PBIRG) annual general meeting. Brain Surgery will present an “emotion based” case study during the “Research Excellence” series. PBIRG is a not-for-profit industry association dedicated to the advancement of global healthcare marketing research, business intelligence and strategic planning in theory and practice. Members must be elected and need to qualify by conducting international business.

“We look forward to sharing our case study with this prominent audience, and hopefully continuing our quest to further understanding of the role of emotions and how they can be applied to pharmaceutical marketing”, says John Carr, CEO of Brain Surgery Worldwide, Inc.

The PBIRG Annual General meeting will be held in Savannah, GA in May.

Brain Surgery Worldwide, is an “emotion based behavior insight and messaging” firm that primarily serves the pharmaceutical and consumer product markets in the US and Western Europe.

Brain Surgery Work on Tundra Highlighted in Toyota Executive Magazine

Brain Surgery’s work on the new Toyota Tundra was highlighted as a very valuable and unique market research tool in the internal Toyota Executive magazine.

The Strategic Research Department commissioned a study to help Toyota better understand the emotional connection between full size pick up (FSPU) truck owners and their trucks. Emotion based research offers a quantitative approach to understanding the emotional drivers® (in the language of the consumer) that are the most motivating in driving consumers toward any action they might take. Emotions are important because they are the key to our decisions by telling us what is important and what to pay attention to. Emotion research has been used in projects related to brand equity, brand positioning, and marketing communications strategies. The findings help marketers and their advertising agencies develop communication and product positioning strategies.

Brain Surgery Worldwide, Inc. is a market research firm focused on “emotion based behavior insights and messaging” primarily in the US and Western Europe.

Since emotions prioritize reasons and tell us all what to pay attention to, Brain Surgery has created a market research survey that uncovers how emotions prioritize reasons allowing them to understand what is motivating or inhibiting about any situation with any audience. This “emotion first” methodology includes a critical sequence of questions that leads with emotion followed by an open ended verbatim section that is coded by their psychologist team (this methodology has many third party validations).

Brain Surgery Worldwide, Inc. is a thought leader in the use of emotions in marketing and works with many of the worlds largest companies. Brain Surgery offers a quantitative approach that is augmented by advisory services to help marketers and their agencies integrate the Brain Surgery findings into marketing strategies and tactical programs. These services have been instrumental in helping clients harness the emotional components of their offerings fulfilling the emotional needs of their audiences.

Brain Surgery to Speak on Emotionality at CBI’s Pharmaceutical Market Research Summit

Atlanta, GA – Brain Surgery Worldwide, announced today that they have agreed to speak on the topic of “Emotionality” at this year’s “Pharmaceutical Market Research Summit”. Stuart Steller, Executive Director of Center for Business Intelligence (CBI) says; “the role of emotions in marketing is a hot topic and there is no one more qualified to talk about this topic than Brain Surgery. They have been conducting emotion based market research for over 12 years and we are very excited that they accepted our invitation to address the conference.”

Brain Surgery partners John Carr and Steve Blaising will be presenting. “We look forward to sharing our thoughts on emotionality with this audience, and hopefully continuing our quest to further understanding of the role of emotions and how they can be applied to marketing”, says John Carr, CEO of Brain Surgery Worldwide, Inc.

The conference will be held April 20 and 21st in Philadelphia.

Brain Surgery Worldwide, is an “emotion based behavior insight and messaging” firm that primarily serves the pharmaceutical and consumer product markets in the US and Western Europe.

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.

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.

Emotional Drivers® Service now offered by Brain Surgery Delivers Optimal Attraction

Atlanta, GA – Brain Surgery Worldwide, announced today that it will now offer “Emotion Drivers®”

Brain Surgery CEO John Carr shared “that 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 four or five primary emotionally charged reasons that cause behavioral choice. Emotion Drivers is a complete service that can be utilized to illuminate these emotionally charged reasons which exist for all types of customer groups from credit card customers, physicians, patients, long distance telephone users, wireless phone customers or any number of branded consumer product groups. For every product and every service people make choices based on how their emotions cause them to be attracted, and within their mind emotions attach to and prioritize reasons that are used as a filtration device to create decisions. If a marketer wants to have the greatest influence with messages then these emotionally charged reasons must be fulfilled.

“The purpose of Emotion Drivers is to cause optimal revenue velocity”, says Stephen M. Blaising, Vice Chairman of Brain Surgery. The data produced within Emotion Drivers is always in the language of the customer and quantified for the right emphasis required in marketing and sales execution (which is where Brain Surgery’s tools have been validated by third parties).

Also included within Emotion Drivers is a clear picture of what the market wants and how they see (or perceptually position) a brand versus the competing brands. This data helps clients create a more desired position in the mind of key audiences thereby increasing sales.

Emotion Drivers Service is accurate and fast (usually 3 to 4 weeks). If understanding (through the emotion lens) where the market perceives the brand and why compared to competing brands or “soon to launch” brands, what the market wants and how to make a brand most appealing consider Emotion Drivers, it will deliver.

Brain Surgery Worldwide, Inc. is an “emotion based behavior insight and messaging” firm that primarily serves the consumer products and pharmaceutical industries in the US and Western Europe.

Brain Surgery Selected to Present to Association of National Advertisers

Atlanta, GA – Brain Surgery Worldwide, Inc. has been selected (as one of only two firms) to speak at the fall meeting of the Advertising Research Foundation’s Advertising and Marketing Research Committee on October 23rd in New York. This committee reviews the latest techniques in market research and this session focuses on understanding the brain function, emotional and rational as it relates to clearly understanding motivation. Brain Surgery’s presentation is titled “Creating the Emotional Competitive Advantage.”

“Brain Surgery offers a quantitative instrument that delivers the color of qualitative and reveals more,” said John Carr, CEO of Brain Surgery Worldwide, Inc. “We look at how emotions attach to reasons and how they define habits in order to define how customers and potential customers are attracted to a brand, company, product, service, feature or function,” said Carr.

Stephen M. Blaising, Vice Chairman of Brain Surgery Worldwide, Inc. said, “We are proud to be invited to present to this prestigious group and show them how we develop optimal positioning and language.”

Brain Surgery Worldwide is an “emotion based behavior insight and messaging” firm that primarily serves the pharmaceutical and telecommunications markets in the US and Europe.

Brain Surgery Introduces an Emotion Based Communications Testing Product

Atlanta, GA – Brain Surgery Worldwide today introduced “Connections Communications Testing™.

“We simply listened to our clients, who have been asking us to do this for them, and decided to formally offer this product,” said John Carr, CEO of Brain Surgery. “We have spent the last two years refining a “message testing” module that utilizes an emotion based weighting process and comparisons against competing brands and the “ideal” measure. Many of our clients have been using this for the past year, but we are just now formally announcing it,” said Carr.

By utilizing the emotion metrics, marketers can understand what is most motivating about messages/concepts, what specific information is being processed by the customer’s brain about the message/concept and how motivating or inhibiting (distracting) that information is compared to the ideal message. This product allows marketers and their agencies to understand how close they are coming to the “optimal” communication.

With the introduction of Connections Communications Testing™, Brain Surgery offers a unique quantitative way of evaluating and understanding the emotionality of communications platforms, concepts and advertising. The emotion based instrument is anonymous, self reported and designed to decrease interviewer bias significantly.

Studies take only about two weeks to complete in the US and less than four weeks in Europe with typical samples of 100-150 participants.

“Brand leaders and agencies really appreciate the precise insight we provide with this tool,” said Stephen M. Blaising, Vice Chairman of Brain Surgery. “There has been a lot of demand for us to formally offer this, so it was a natural extension of our current core product, “Connections Bonding,” said Blaising.

Brain Surgery Worldwide is an “emotion based behavior insight and messaging” firm that primarily serves the pharmaceutical and telecommunications markets in the US and Europe.

Brain Surgery Launches New Emotion Tracker

Atlanta, GA – Brain Surgery Worldwide, Inc. announced today that they have created an “emotion tracker” that allows clients to understand and track the movement of emotions on a daily basis. The initial product, called “ET”, was built to allow clients to monitor the marketplace on a quarterly basis. Clients can access the data online and can even trigger new data collection by utilizing their “ET” connection. Brain Surgery’s unique tools allow emotions to be revealed which uncovers their effect on behaviors and also uncovers the “unmet” needs in a marketplace. With new products launching or changes occurring in the marketplace, brand dimensions that motivate behaviors will change forcing brands to alter their messaging. This new tool will allow marketers to respond accurately to those market changes in the most “emotionally motivating” way.

John Carr, CEO of Brain Surgery said, “This new product is the result of us listening to our clients needs. They needed quick access to market changes and wanted to utilize our “emotion based” tools, so we developed “ET”.”

Brain Surgery Worldwide, Inc. is an “emotion based behavior insight and messaging” firm that primarily serves the pharmaceutical and telecommunications markets in the US.

Brain Surgery Creates “The Global Emotion Research Foundation”

Atlanta, GA – John Carr, Chief Executive Officer, and Steve Blaising, Vice Chairman, together the majority equity partners in Brain Surgery Worldwide, Inc., announced today the creation of the Global Emotion Research Foundation (GERF). Since 1994, Brain Surgery has been working with the science of emotions and the understanding of the significant role emotions play in determining behaviors, and decided to create GERF to serve “good for mankind” issues.

“During our years of researching the role of emotions we have uncovered their significant power and have been putting this knowledge to use in business. We decided our tools should also be shared on a pro bono basis around the world for the good of mankind projects”, says Blaising. Annually, GERF will select a cause, and utilizing the tools used by Brain Surgery, provide insights to policy makers to help them solve some of the world’s most pressing problems and opportunities.

GERF will be based initially in Atlanta and will probably move to New York next year, once an Executive Director is found.

In addition to “good for mankind” projects, GERF will also work as a development arm of Brain Surgery to continue to develop new tools that help reveal emotions and their role on behaviors and messaging.

“Through our studying of emotions we have been able to continually uncover the “unmet needs” in many marketplaces and we will utilize GERF as a platform to continue the study of emotions for Brain Surgery” said Carr.

Submissions for GERF projects can be made on the GERF website, http://www.gerfoundation.com/, or also at the Brain Surgery web site, http://www.brainsurgeryinc.com/.

Bain Surgery Worldwide, Inc. is an “emotion based behavior insight and messaging” firm that primarily serves the pharmaceutical and telecommunications markets in the US.

Blaising Acquires 50% Equity of Brain Surgery Worldwide, Inc.

Atlanta, GA – Brain Surgery Worldwide, Inc. announced today that Blaising, Inc. (based in Indianapolis) has acquired 50% ownership stake in the firm. Blaising previously licensed some of its technology to Brain Surgery and has been a minority partner since September of 2000. “We’ve been acting as partners for years, and I’m glad we’ve been able to complete the equity transaction to officially make Steve a 50% partner. Steve brings a unique awareness of what information is really needed to make excellent business decisions, and he has been a pioneer in the quest to understand the role of emotions in behaviors. From where I sit, he has been able to assemble the best minds in neuroscience to accomplish his quest to understand emotions and those resources add significantly to Brain Surgery’s capabilities”, said John Carr, CEO of Brain Surgery. “We now have a product line that truly uncovers what really motivates behavior and we are continuing in the development phase to create better tools that will serve our clients”, said Carr. “Our messaging work is second to none and our “emotion research” engine is now in its fourth generation and has proven predictive validity. We look forward to increased opportunities to serve deserving clients who want to understand the role of emotions and welcome Steve’s leadership.”

Stephen M. Blaising (majority owner of Blaising, Inc.) will serve as Vice Chairman for Brain Surgery Worldwide, Inc. Brain Surgery is based in Atlanta with offices in Indianapolis and New York. Blaising will remain in Indianapolis.

Brain Surgery Worldwide, Inc. is an “emotion based behavior insight and messaging” firm that primarily serves the pharmaceutical and telecommunications markets in the US.