Customer Value Index
A statistical measurement of Customer Value. A CVI close to 100 indicates that the customer experience is close to ideal.

High Say, Low Do
Our mnemonic for the contradictory behavior research respondents exhibit versus their stated intentions. Characteristic of some individual populations who express a high interest in a product or service to become an adopter or advocate, when in fact they are not motivated to purchase the product or service and usually don't.

Limbic System (Emotional)
Located above the brain stem, the limbic system controls all emotional activity. It is where an individual's instincts, habits, secrets, and fears originate. The limbic system works in concert with the neocortex to produce thoughtful decisions.

Motivational Intelligence
The management discipline that continually applies the quantification and tracking of emotional and rational motivations to marketing and organizational decisions and business practices.

Motivational Segmentation
A breakthrough process where populations can be grouped according to the intensity of their passionate positive and passionate negative emotions. Motivational segmentation is more predictive of future behavior than demographic, attitudinal, or psychographic data. This allows more exact targeting to populations more likely to be early adopters and advocates of product or service.

Neocortex
Located right behind your forehead, the neocortex is the part of the brain responsible for rational, logical thinking. It also works continuously as a self-censor, being highly involved in preserving one's self-image. Neuroscience "A branch of the life sciences that deals with the anatomy, physiology, biochemistry, or molecular biology of nerves and nervous tissue and especially with their relation to behavior and learning."

Normalization
The process of taking emotional responses about a specific topic/survey and contrasting it against the baseline emotional state of the respondent to obtain accurate and projectable emotional responses.

Passionate Negative/Positive
A positive or negative emotion that is strong enough to influence someone's behavior through strong motivations.

Pre-frontal cortex
Located above the forehead, it is the brain part responsible for integrating rational thinking (from the neo-cortex) with emotional impulses (from the limbic system). Functions as the Executive Center of the brain.