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Right Brain Research®
Description of Right Brain Research®
Consumer psychologists have known for decades that people do not always give real reasons why they do what they do in response to direct survey questions. This is not because people lie in surveys; it’s because people often don’t know why they do what they do: it’s subconscious, emotional, and hidden. To uncover the real reasons why people do what they do, our strategic alliance partner, Dr. Charles Kenny, Ph.D. and President of The Right Brain People® pioneered a psychological, in-depth interviewing methodology 38 years ago known as Right Brain Research®. The Right Brain People® pioneered consumer psychology and emotional research in 1972 and have been the leaders in the field since then.
Unique Features of Right Brain Research®
Right Brain Research® recognizes that emotion is a right brain phenomenon and that the right brain communicates visually rather than logically or with language. Therefore, The Right Brain People developed a visual technique to access the real, emotional reasons why people do what they do. Right Brain Research is unique because the Right Brain methodology:
- Focuses on emotion by separating rationalizations from what truly motivates people
- Is the only methodology that uses visualization to access the emotional mind
- Interprets using a psychological framework: the Taxonomy of Emotional Needs and Barriers
- Includes a Right Brain Brand Strategy Development service, based on Right Brain Research and group dynamics and exercises that are inspired by how the mind works, to build the strategy
- Brings to you accrued, unequalled breadth and depth of experience over the past 38 years in projects that delve deeply into a very wide range of consumer decisions and personal values
Key Benefit Deliverables from Right Brain Research
Through our strategic alliance, Ethridge & Associates, L.L.C. offers our clients a competitive advantage, because The Right Brain Approach is the only way to uncover motivational information at the deepest level. While Right Brain Research is a qualitative approach, it can be extended to quantitative research. Key benefit deliverables of a Right Brain research project, both qualitative and quantitative are as follows.
Qualitative
- Emotional Needs/Barriers — the full range of (typically three to seven) emotional needs or barriers that motivate behavior toward your brand (e.g., buying, donating, voting), including The Kernel (the key emotional construct that shapes behavior in your category)
- Right Brain Strategy Development — a two-day session with your marketing team to incorporate the findings from the Right Brain Research into your brand strategy
Quantitative
- Psychographic Market Segmentation — quantification of how many people are motivated by each key emotional need or barrier; plus behavioral and demographic profiles of each segment
- Persuasive Message Themes — A rank ordering of several message concept tests in terms of the relative persuasive power of each message
Types of Clients That Use Right Brain Research
Right Brain Research has been used by many of the worlds’ largest and best-recognized brands in hundreds of product/service categories.
Evidence That Right Brain Research Works
“I am outspoken in crediting my competitive wins and accompanying career success to the depth of knowledge and radically different frame of reference derived from Right Brain Research. I consider Dr. Kenny a mentor to my success. In my opinion, the spectacular successes that I spearheaded at Hughes were enabled by the discoveries provided by Right Brain Research and the uncompromising strategic action that we took based on the findings. Competitive tenacity coupled with customer insight unknown to the competition is a potent combination. At times taking ‘outside the box’ steps was very risky, but they always paid huge dividends. If that is the sort of impact you want to have, then the way to make it happen is to follow The Right Brain Way.
Tom Wittenschlaeger, CEO, Raptor-Networks
“Steve Ethridge has been working with us going back to about 1980 and is the most experienced consultant in the country in working with Right Brain Findings to leverage the results in the design and development of quantitative work and strategic recommendations that follow.”
Dr. Charles Kenny, Ph.D., President, The Right Brain People