MarketSpex™ is a research methodology unlike any other currently in use today. This solution helps marketers identify strategic opportunities for brand positioning and execution. Its main differentiator is its ability to measure brands and markets in their entirety, taking into account all the ‘real’ drivers of choice — emotional and rational. Other research techniques focus only on the rational, missing an essential half of the equation.

MarketSpex™ is rooted in science that states the human brain has three key areas: the brain stem, the limbic system (emotional brain) and the neocortex (the rational brain). It is impossible for human beings to make a decision without using all three. Emotions, feelings, and a person's gut instinct: these are always a part of the decision-making process.

The MarketSpex™ solution provides four key deliverables that leverage Hotspex’s capabilities to measure the emotional and rational drivers of behavior to guide marketers and their companies to successful strategies and business decisions:

• Complete emotional, personality and cognitive profiles of all the brands in the competitive set
• Market maps showing where brand is in relation to the competition
• The importance and impact of all the key variables within the market
• The brand imagery associated with the various competitors (online projective techniques)

While most other research companies address the first three on a functional level, Hotspex also provides it on an emotional level, thereby completing a company’s understanding of the market. Furthermore, our proprietary techniques allow us to uniquely provide insight into a fourth dimension, such as using photographs in an online picture sort.

The result is not only a comprehensive understanding of a brand’s emotional and rational profile, but also which emotional and rational drivers and positioning are most important to the market as a whole. MarketSpex™ identifies opportunity areas to refine the brand positioning to grow market and mind share, thereby empowering marketers to craft bold strategies that are based in statistically robust data. Hotspex has proven the technique of profiling brands, companies and markets holistically in a wide range of industries, from basic staples such as consumers choosing milk brands, to more involved decisions such as oncologists prescribing cancer treatments and CEOs selecting investment banks.