We decode how people decide, helping marketers solve the unsolvable.

Our AI-powered method unlocks the formula for an emotional connection to your brand, increasing customer value 4X and loyalty by an average of 20 months.

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The patent-pending sooth method solves brand challenges with unmatched precision and speed.

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What We Do

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Our mission

We reduce marketing risk by applying data, artificial intelligence and human intellect to connect only the most meaningful brand content and experiences with the people who need your product, so everyone wins.

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How we sooth


A precise emotional blueprint that decodes the decision-making priorities of any audience, business, or consumer. Don’t guess what your customers are thinking. Know. 


Rich, nuanced audience dossiers that make personas things of the past: a singular set of truths to inform creative, media, CX, and more. 


A comprehensive, audience-specific user manual employing game theory so your brand can meet peoples’ needs at every decision point—and drive performance through the roof. 

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Infographic showing decision making priorities. What makes me feel safe? Security: 719 What entertains me? Fun: 343