Actionable Guidance

Unique analysis to improve your brand’s proposition and activation

Brand eXchange Power

We more accurately reflect how people interact with your brand

Using this unique combination of social science and neuroscience we understand people’s true inclination to interact with your brand. We call this Brand eXchange Power.

In every study we show you where your brand sits now vs its competitors and, in the same study, we show you the impact your planned marketing activity will have on that position.

  • Social Science

    Social Science

    16 Drivers of Interaction

  • Neuroscience


    Feelings and Thoughts

  • Brand eXchange Power

    Brand eXchange Power

    The Inclination to Interact

Pull and Push

Social Science

We have identified 16 Key Drivers that measure people’s emotional and rational response to a brand

These drivers reflect the Theory of Social Exchange, which says that we stay in relationships so long as we get out of them at least what we put into them.

Power of proposition


Emotional Drivers

  • Attraction
  • Aspiration
  • Momentum
  • Empathy

Rational Drivers

  • Performance
  • Purpose
  • Differentiation
  • Relevance

Success in activation


Emotional Drivers

  • Relate to it
  • Transparency
  • Integrity
  • Popularity

Rational Drivers

  • Value for money
  • Consistency
  • Awareness
  • Ease of access

To build or maintain a successful brand, it needs to connect and mean more to people in return for money, loyalty and advocacy.

System 1 and System 2 Measurement


TX uses the latest neuroscientific research to measure how people feel and think

We built the measurement technology to reflect the latest neuroscientific research as to how consumers interact with brands.


System 1

Our Implicit Response Timing (IRT) measurement unveils underlying feelings.


System 2

Open-Ended directive questioning helps us understand consumers’ articulated thoughts, further enriching our guidance.

TX’s framework evaluates and understands both emotional and rational factors in people’s interactions with brands.

What’s most distinctive about their solution is the combination of System 1 and System 2 responses, the ability to measure both innate brand strength and the power of marketing activation, and finally, the universal nature of the 16 emotional + rational drivers.


Sudha Ranganathan
Group Manager, Market Research

Having worked with a variety of insight providers over the years, we have been astonished by just how usable and specific the guidance from TX’s system has been for our brand


Simon Walker
Kepak Convenience Foods

TX are a wonderful partner who have helped transform our business diagnostics capabilities and allowed us to better understand how our clients’ customers really feel about their brands