Brain Surgery Worldwide 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.
Brain Surgery’s service is designed to help marketers be more precise in developing market positioning and messages that will enhance attraction/engagement to their brands. Their 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). They use this model to set up the strategy for positioning and message platforms (moving less attracted mindset groups towards a more attracted posture).