Emotions prioritize reasons directing behavior (people feel emotions within 10-20 milliseconds and think consciously about what they experience almost 500 milliseconds later).

The Brain Surgery tools are designed so that emotions reveal this priority of reasons.  Emotions are then used as a weighting system to understand which of these reasons are most important and why they are important in affecting someone’s behavioral choices.

In typical research respondents do not reveal their emotions easily they have to feel comfortable and anonymous.

By understanding this emotional “weighting” pertaining to reasons Brain Surgery is able to clearly define what “reasons” related to any brand/product are motivating (attractive) and which are inhibiting (not attractive). This type of analysis delivers the real priorities in the language of the customer. Typically the real reasons and thoughts about why a person thinks something can be censored and the truth about what that person really thinks is never expressed. This “censoring” can happen in settings where an interviewer is present or where the “hypothesized” attitude or message is presented for confirmation (using predetermined stimulus).  As a result, even the most effectively researched brands can miss key nuances that will be significant in optimizing the opportunities.

The Brain Surgery tools are designed to understand how emotions connect to and reveal those reasons that people use to evaluate their decision to purchase or their choice to act.  Researching customers through this “emotion first” methodology yields powerful information about how the mind uses these reasons to filter all information (marketing messages, sales dialogue, etc.), by understanding the definition, size, weight, scope, interrelationship and emotional priority of these reasons (or receiving units in the brain), Brain Surgery is able to deliver insight that helps drive optimal results in virtually any marketplace.