You know the WHAT;
now you can know the WHY
MotivationMetrics motivation intelligence is now available inside the Prosper Model Factory. Upload your file and get back the emotional needs and motivational persona that drive why your customers and prospects buy.
MotivationMetrics scoring, now inside the Prosper Model Factory.
Send us a customer file. Get it back with the motivational profile of every person in it. Available today through the Prosper Model Factory, scored using anonymous, zero-party data. No PII is collected or used.
You Send
Your customer or prospect file. Standard CSV.
We Score
Every record scored against our validated motivational models.
You Get Back
The same file, with each person's motivational profile attached. Ready to use.
Most data tells you what happened. This tells you why.
Behavioral Data
Tells you what people did. Clicks, purchases, browsing patterns.
MotivationMetrics
The missing layer. Connects personal context to feeling states and intentions to actual behavior.
Person Variables
Customer files and third-party data.
Demographics tell you who.
Behavior tells you what and when.
Nothing has told you why. Until now.
Your customer file tells you age, income, and purchase history. What it has never told you is the motivational need driving those decisions, whether someone seeks safety, status, belonging, or any of 24 underlying motivational drivers. That's the layer marketing has always guessed at. MotivationMetrics measures it directly, with validated research showing the emotional layer predicts behavior two to four times more accurately than demographics and behavior alone.
Every record, scored on the motivational drivers behind behavior
Motivational scores derived from zero-party, neuroscience-based assessments of real people. Not synthetic data or extrapolations from click data.
Ten Motivational Segments
See your whole audience by what drives them.
Every person lands in one of ten distinct segments, from Cautious Concealing to Focused Striving.
Use when grouping people by what moves them.
24 Emotional Needs
Pinpoint audiences by the unmet need you're targeting.
The full 24 needs, measured for every individual, not averaged across a segment.
Use when you need to find who has a specific unmet need.
Promotion vs. Prevention
Match every message to the emotional direction they lean.
Every person scored on whether they move toward opportunity or away from risk.
Use when the pitch can inspire or protect.
Every record is scored individually using anonymous, zero-party data. No PII is collected or used.
Go Deeper
Why They Buy
The Emotional Needs Your Marketing Ignores
The complete framework behind the scores. Why two customers who look identical on paper need completely different messages. How brands in the same category satisfy different emotional needs. And what happens when your marketing finally speaks to the real driver.
By J.D. Pincus, Ph.D. and Ken Beller · Available late summer 2026
Learn more and get notifiedThe Emotional Map — Four Quadrants of Brand Space
Two psychological axes organize the primary competitive landscape. Growth vs. Relief on the horizontal axis; Warmth vs. Control on the vertical.
Brands referenced are analyzed for illustrative purposes and are not clients of, or affiliated with, MotivationMetrics.
MotivationMetrics is the emotional lens your data has been missing.
From customer file to motivation intelligence in four steps
Register for the Prosper Model Factory portal
Create your account on the Prosper platform
Select the MotivationMetrics emotional needs model
Choose from the available scoring models
Upload your customer or prospect file
Standard CSV format, securely processed
Receive your scored file back
Each record tagged with persona assignment and full motivational needs profile
The science behind the scores
Research Foundation
The framework is supported by years of commercial application and ongoing academic research, including "The Emotional Economy of Brands: Mapping the Emotional Needs of Go-To Brand Users," accepted for the August 2026 edition of the Journal of Brand Strategy, co-authored by J.D. Pincus, Ph.D., and Ken Beller with David Mayer (Lippincott).
Independent validation studies have repeatedly shown that adding MotivationMetrics to demographic models improves predictive accuracy, with the clearest gains wherever the behavior has a real motivational or identity component: financial anxiety, value-driven purchases, brand loyalty, and emotional attachment to products and technology.
What organizations are doing with motivational data
Audience Segmentation
Build segments around emotional motivation, not demographics alone.
Personalization & Engagement
Tailor messaging, offers, and creative to the emotional needs driving the decision.
Brand Positioning
Identify which emotional needs your brand owns and where competitors own different territory. Two brands in the same category can serve completely different emotional needs, and the data shows who your real competitors actually are.
Customer Retention & Churn Prevention
Detect unmet emotional needs that signal fading loyalty.
Predictive Modeling
Improve models for purchase intent, response, and lifetime value by adding emotional drivers.
Innovation & Product Development
Find unmet emotional needs that open room for new products.
Motivational data lifted a client's click-through rate from an underperforming 0.01% to 10%.
See the Case Study →Built on years of validated research
Organizations have long relied on demographics and behavioral data to understand customers. MotivationMetrics adds the missing layer: emotional motivation. By combining emotional needs with Prosper's behavioral and intent-based measures, organizations can improve audience segmentation, personalization, forecasting, customer retention, and predictive modeling.
MotivationMetrics is not a replacement for the data you already have. It is the layer that makes all of it more predictive. Emotional need-state data enhances existing segmentation, improves forecasting accuracy, and strengthens activation, rather than competing with the systems and models already in place.
"Demographics tell you who someone is. Behavioral data tells you what they did. MotivationMetrics reveals why they make the decisions they make."
J.D. Pincus, Ph.D., creator of AgileBrain, the motivational measurement framework behind MotivationMetrics, built on more than two decades of psychological researchYour customer file is one step away from the why
Register on the Prosper Model Factory portal and score your first file with MotivationMetrics.
Sign Up on the Prosper Model Factory →