......make the world go round.


Emotions are the strongest predictor of behavior. Emotions determine our everyday decision making, be it in the store or in the  office. Our neurosemantic maps of the USA (USemantics) and Germany (DESemantik) connect language, emotions and behavior and thereby serve a better understanding of purchasing decisions of people and communication than ever before. We combine psychology, anthropology, neurobiology and marketing in order to guide our clients and deliver solutions on the basis of cutting edge research in those fields. We are first in connecting neurobiology and big data. USemantics shows the emotional world of the USA, created by combing the U.S. web for emotional language of and about the U.S. population and of target groups. We connect big data with neurobiology and communication for any brand, product, service or mission. sophisticated knowledge represents an international and diverse team of neuroscientists, creative strategists, brand experts, and art directors and is therefore well prepared to deliver extraordinary results.



“These events remind us, that words matter!”

Quote from U.S. Senate Chaplain Barry Black in his prayer in the morning of January 7, 2021 after U.S. Congress confirmed the victory of Joe Biden in the 46th presidential election of the United States of America. Before Black´s Prayer, a mob of far-right rioters, incited by Donald Trump, many armed, stormed the U.S. Capitol while lawmakers were counting the Electoral College votes in the final step before Biden’s inauguration, resulting in four deaths and a lengthy delay of the certification process. Since early December, Trump had called upon his followers to prepare for a big event on January 6th 2021 in Washington D.C.. That day, he held an inciting speech urging demonstrators to go to Capitol Hill while the electoral votes-counting process would be carried out by Congress. Participants in the event eventually turned into rioters and insurgents when they stormed Capitol Hill and intimidated lawmakers and ravaged offices.

The great power of language stirring emotions and actions has been demonstrated yet another time with these tragic events.

Course on Neuromarketing at DEKRA Hochschule für Medienmanagement

Dr. Felix Philipp Lutz is currently teaching a class on Neuromarketing at the DEKRA school for media management, University of Applied Sciences in Berlin, together with Armin Junge, head of Incore GmbH.

The course teaches psychological and neurobiological foundations necessary for applied neuromarketing in consumer research. There is also a focus on neurosemantics as well as on fMRI  (functional magnetic resonance imaging) to gain deep customer insights. This state of the art class provides frontier knowledge about the latest research and applications in the field and is one of the first of its kind in Germany.


New Publication: Predicting the President

Philipp Kardinahl: Predicting The President: The Hidden Power of Language and Emotions, in: The G20 Young Entrepreneurs`Alliance Summit, The Official G20 Year Summit 2017 Publication


Philipp Kardinahl, head of communications at sophisticated knowledge describes our analyses predicting the electoral victory of Donald Trump.  Against common sense, Donald Trump addressed the emotional world and motivations of a large group of American voters, delivering enough votes to win the presidency in 2016.

Click here to read the paper:



Auditory Branding

New Publication:

Language and Emotion in Policy Consulting

Story Development Seminar


Neuro-marketing and the Super Bowl

NEW YORK TIMES: “An Adman Goes for the Heart” Ben Colarossi is now working with sophisticated knowledge.

Haldmühle Bissersheim

Auditorisches Branding