Frequently Asked Questions

Have a burning question or two about PROOF?

What is "Emotional Data?"

We define 'emotional data' as the qualitative and quantitative measurement of emotions, motivations, and preferences that help explain the behavior of individuals. Big data and your analytics can tell you who, what, when, where and how, but they can NEVER tell you WHY. Why is all we do at PROOF, and we have been leading the charge of gathering and using emotional data for almost a decade.

What is a "Burning Question"?

We define a "burning question" as a question that you don't have good data on and if you knew the answer, you could confidently make a decision to move your organization forward. These are the kinds of questions that keep you up at night that will allow you to make money tomorrow. PROOF uses emotional data to help you get answers to your Burning Questions. 

How many Burning Questions can I answer in one study?

On average, we answer about 6 burning questions in a typical study, but have gotten as many as 15 completed at once. The scope and complexity of each question will determine how many questions we can feasibly answer in a single study.  

How long does it take?

Our studies are typically finished in 45 days or less.

How much does it cost?

Our fees vary depending on the engagement but our studies are cheap. We are able to keep our fees this low for 2 reasons: 1) We eliminated all of the junk in research that nobody wants but costs a lot to create (i.e. a three inch binder of paper nobody will ever open); and 2) We focus on process efficiency and speed. We spent years refining our process and making it as fast and lean as possible. We bill 50% up front and 50% the day we present you with the answers to your burning questions. If you buy multiple studies in a 12 month period, we discount 10% off all studies.

Do I need to do multiple studies?

That is up to you and how many burning questions you have, as well as the scope of those questions. For example, if you are launching a new product and you also want to know why an existing product is under-performing, that will likely be answered in 2 studies.

How do I measure my ROI on a PROOF study?

This varies depending on what the scope of your study is. The fastest someone has paid for a study to date (that we could measure) is 11 hours. We have a very simple rule of thumb: if you don't think you will net 10x what you pay us in 12 months, you shouldn't hire us... and also, you need to go get better problems.

How many responses to a study do I need to be confident?

Less than you probably think. The smallest sample we got that was statistically relevant was 36, and the client still tells us how spot on the data was. To put it into perspective, we only need 385 responses to achieve statistical confidence in a random population—and your customers are anything but random.

What do I need to do to get the best results from your study?

Very little, actually. As long as you have past, current, and potential customer, as well as a slew of questions, all you have to do is sit through a couple of meetings with our team. Our clients average about five man hours to work with us, including meetings. You'll barely know we were there at all.