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CONTACT: Stephen M. Blaising, Vice Chairman, Brain Surgery Worldwide, Inc. (317) 656.8702
FOR IMMEDIATE RELEASE, April 18, 2006
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.