Questions People Ask


» What will Right Brain Research do for me?
» How does Right Brain get the real answers?
» What is the Right Brain process?
» What is a Right Brain Interview like?
» Do people mind wearing the mask?
» Why do you usually travel to only one or two cities for the Right Brain Interviews?
» Are some product categories more driven by the right brain than by the left brain?
» Will The Right Brain Approach work in my industry?
» Can we observe the research? How do we make sense of what we see?
» How do you conduct the analysis of the Right Brain Interviews?
» What will our results look like?
» How do we know we will get something new?
» Can we confirm our Right Brain results?
» How is the Right Brain Research Methodology better than other one-on-one interview methods?
» How does The Right Brain Approach complement other research methods?
» How can we use what we learn from Right Brain Research in conjunction with the results of our quantitative research?
» What do we get for our investment?
» Is there a guarantee?
» When should I use the Right Brain Approach?
» Who else has used The Right Brain Approach?


What will Right Brain Research do for me? Right Brain Research gives you information about your customers you cannot get anywhere else. For the first time, you have a complete picture of your customer on which to base your decisions. Right Brain Research gives you the real reasons for consumer behavior, not just the rational explanations, but the psychological and emotional motivators and inhibitors that lie beneath. We take this new information and translate it into recommendations for workable marketing tactics, strategies, copy platforms, promotional concepts and other marketing techniques. Back to top


How does Right Brain get the real answers? Right Brain Research uses three proven techniques: repetition, relaxation and visualization. Visualization is a powerful tool that accesses the right brain, the seat of emotion and long-term memory. For example, when people are asked why they buy an automobile, they are not able to explain the emotional reasons behind the purchase. However, when they are asked to \"picture\" or relive the experience through visualization, they are able to describe the emotions associated with the experience. Relaxation encourages the visualization process and the use of repetition gets around the rationalizations and defenses that people use when explaining their actions. Right Brain Research uncovers the emotional factors that your customers have not told you about because they have never really been consciously aware of them before. Back to top


What is the Right Brain process? First, we develop a project design that addresses the questions that you want us to answer. The project design determines the scope of information needed and how it can best be obtained. Based on the design, we develop a detailed interview guide. We use our own professional analysts to conduct the interviews, because the methodology requires experience, training and precise application of the techniques.

After the interviews are conducted, our analysts draw upon their extensive background in consumer psychology to provide insights that are not available from other research methods. The findings include in-depth emotional information as well as recommendations for acting on this information. We present the findings to you in person, work with you on additional presentations within your organization and participate in follow-up work sessions to ensure that everyone shares the same vision for the product or brand. Back to top


What is a Right Brain Interview like? The Right Brain Interview is 75 to 90 minutes long. The interviewer uses visualization, repetition and relaxation techniques. Interviews are conducted one-on-one, with respondents in a relaxed position with their eyes closed. The interviewer guides respondents through the interview, asking them to picture places and experiences and probing carefully to uncover emotionally rich material. It is not uncommon for respondents to have insights into their feelings about a particular topic for the very first time during the Right Brain Interview! Back to top


Do people mind wearing the mask? When we conduct Right Brain Interviews, respondents wear a sleep mask to keep the light out and help them keep their eyes closed so they can visualize with ease throughout the interviews. Most people find the mask relaxing and a surprisingly enjoyable way to be interviewed. Sometimes respondents ask to keep their masks so they can use them at home. Back to top


Why do you usually travel to only one or two cities for the Right Brain Interviews? Human emotions are common to all people, of all socio-economic and ethnic backgrounds. So a group of consumers in one area of the country will be driven by essentially the same emotional needs and barriers that drive consumers in another section of the country. Interviewing in one or two cities is sufficient for most product and service categories. Back to top


Are some product categories more driven by the right brain than by the left brain? Some products are popular because owning them makes consumers feel better about themselves, even though ownership is not a \"necessity\" for physical survival. In this situation, a brand has a strong opportunity to grab a \"position\" in the consumer's mind through emotional appeal. Here, an appeal to emotional needs is salient for consumers because rational reasons for purchasing one brand over another are weakened by the lack of rationality for the use of the product category in the first place. Women's cosmetics is one such product category. Fragrance is another.

When physical survival is assured by the presence of a product rather than the brand, the product may stand out in relief in the consumer's mind over the brand. Because the product category is necessary for survival, it is consumed regularly and is subject to more rational concerns such as price, quantity and reliability. However, advertising messages, crafted to meet the customers' emotional needs for the product, can greatly enhance preference for a particular brand.

We find that all consumer decisions are a complex interaction of right and left brain dynamics. In general, the right brain is the seat of desire, while the left brain must justify or rationalize decisions that we make. Back to top


Will The Right Brain Approach work in my industry? The Right Brain Approach has been successfully applied to industries from theme parks to healthcare. All people have emotional reactions that shape their behavior. Right Brain Research has been applied successfully to consumer and business products and services as well as to internal communications and public policy issues. Back to top


Can we observe the research? How do we make sense of what we see? Client participation is invaluable because when the results are presented, participants will instantly recognize their validity. Clients can give valuable direction during the Right Brain Interviewing process.

Years ago, on a fragrance project, our client was surprised to hear a woman talking about applying fragrance during the day instead of in the morning or before going out at night. This was a surprise to him. In fact, it was information that was outside his paradigm, so he asked us to pursue it and probe further. What we discovered led to a new and deeper understanding of consumer motivation and became part of the core findings for this category.

A client's personal exposure to the consumer provides renewed significance at the time of the presentation of findings. Often the insights gained through observing interviews become more fertile and dynamic after they are placed in a larger interpretive framework in the results presentation. Back to top


How do you conduct the analysis of the Right Brain Interviews? We have conducted over 60,000 Right Brain Interviews. Based on this work, we have developed a Taxonomy, or organized catalog, of Emotional Needs and Barriers. So when we start doing interviews for a client, we already know the kinds of things that are in people's minds. This knowledge tells us what to look for and allows us to recognize emotional content when it comes up. Our objective in each new project is to identify the connections between the emotional needs and barriers inside people's minds and the product or brand that we are studying. Back to top


What will our results look like? Right Brain Research gives you an emotional blueprint of your consumer. You will know which emotional needs are fulfilled by your product or your brand. You will know the hidden motivators that drive people to buy and the inhibitors that prevent people from buying. You will have the missing link between selling your product and consumer motivation. With the emotional blueprint, you can readily implement the recommendations we provide, and you can make more informed marketing decisions for years to come. Back to top


How do we know we will get something new? We find that all Right Brain projects lead to three types of findings. They can be categorized roughly as follows:
» The Known
» Tacit Knowledge
» The Unknown

The Known speaks for itself. Findings that fall into this category confirm what you already know and act upon in your business. Tacit Knowledge is often the most valuable category of findings. It refers to things that you may intuit about the consumer but have never been able to articulate or prove. Finally, there are the true surprises - information that was unknown prior to the Right Brain Interviews. The fact that Tacit Knowledge and the Unknown are part of every Right Brain project guarantees that there will be much that is new and useful for your business. Back to top


Can we confirm our Right Brain results? Absolutely! Our clients immediately recognize the validity of the results simply because The Right Brain Approach explains behavior that did not previously make sense to them. Right Brain Research completes the picture of your consumer. One advertising agency client who has worked with the results of dozens of Right Brain projects tells us that unlike other research methods, management always acts on Right Brain results because managers recognize intuitively the validity of the findings. Quantitative research methods also can be used to confirm the results and measure the intensity and frequency of each of the emotional needs and barriers uncovered by Right Brain Research. Back to top


How is the Right Brain Research Methodology better than other one-on-one interview methods? The Right Brain People is the only company that can say all of the following:
» Has pioneered consumer psychology since 1972
» Uses a proprietary interviewing technique
» Is based on a psychological, interpretive framework
» Includes a Taxonomy of Human Emotional Needs and Barriers
» Taps into the emotional mind of the consumer
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How does The Right Brain Approach complement other research methods? The Right Brain Approach measures emotions, not people. Quantitative data is valuable, but the information it provides can be even more valuable when used in conjunction with Right Brain Research. For example, if you conduct Right Brain Research before a quantitative survey, you will know what the key issues are and will be able to ask the right questions and ask them in the right way based on the actual language that consumers use. Once Right Brain Research results are known, future quantitative surveys can be designed to accurately target the factors that affect buying decisions. Back to top


How can we use what we learn from Right Brain Research in conjunction with the results of our quantitative research? What you gain in understanding from Right Brain Research will illuminate the information garnered in quantitative assessments. Now you have a chance to know the rest of the story! Actually, the Paul Harvey analogy is an excellent one. He tells you all the facts with no interpretive framework. Your mind goes off in all different directions trying to make sense of what he is saying. Then he hits you with a surprising ending or twist and all the facts make sense in a startling way. This is what Right Brain Research can do for your company. Back to top


What do we get for our investment? The Psychological Dynamics are brought to life in a management presentation that demonstrates how consumers feel about your brand, product or service and how these feelings fit with the emotional needs and barriers that drive people in the category.

Salient video bits are presented to illustrate the emotional needs and barriers that are driving consumer decisions. Then we complete the project by summarizing the findings in a written report. Back to top


Is there a guarantee? Yes! Since 1972, our clients have all been impressed with the findings and the new directions for marketing implied by those surprises. We guarantee your satisfaction and will work with you until you are satisfied. If we cannot satisfy you, then we will refund the money you invested in the project. Back to top


When should I use the Right Brain Approach? Use The Right Brain Approach for strategic research-any time you want to understand consumer behavior, not just react to it. Right Brain projects uncover the motives, emotional needs and intentions of your customers and prospects. Use Right Brain when you want to understand the shopping and buying process, the ownership or usage experience, customer loyalty or the emotional base of your brand. All Right Brain projects include implications of the findings and recommendations for advertising, marketing and new products. On a tactical level, Right Brain projects can uncover the emotional impact of a new print ad, commercial, product, name, package or idea before it is introduced. These tactical programs analyze the psychological and emotional impact of products, services, messages or merchandising programs on consumers.

Whether strategic or tactical, each Right Brain project provides answers to WHY questions about clients' core issues.

We also offer a service that helps companies use the strategic findings of Right Brain projects to create actionable steps to market the brand. We call it Right Brain Strategy Development. It is different from strategy services and consulting offered by other companies, because it is based entirely on how the mind works.

Many clients elect to take a further step and conduct Emotional Segmentation. Designing an Emotional Segmentation project starts with a review of all of the verbatims from the Right Brain Interviews. We select a small number of verbatims that capture each of the emotional needs and emotional barriers uncovered in the interviews. Based on these verbatims we develop words and phrases that represent each need and barrier. We also incorporate demographic, behavioral and attitudinal questions.

At this point we construct a traditional market research questionnaire for a segmentation study. When conducted in this fashion, we can double the variance that is accounted for by the segments that we uncover. Traditional segmentation studies account for 25% to 30% of the variance in a large sample. When we conduct segmentation projects, we add questions that measure the emotional needs and barriers uncovered by Right Brain Research. Consequently, we have a much more complete and more useful picture of the target market. Emotional Segmentation usually doubles the explanatory power to account for 50% to 60% of the variance. Back to top


Who else has used The Right Brain Approach? We have conducted Right Brain projects in more than 250 product and service categories. Our clients return to us for additional research after their initial projects. A list of references is available upon request. Back to top