When other companies were focusing on scent and pretty paint jobs, Brett Ware was researching fish at the University level to get a better understanding of “all” their senses. Species included Bass, Walleye, Crappie, Pike, Perch, etc., were analyzed with respect to vibration, sound, scent, vision, etc. The senses of trophy size fish were compared to yearlings. Fishing lure mechanics were tested side by side with live baitfish. For over 3 years, data was collected from experimental results. Never before had research been conducted at this level on fish and existing tackle.