With his MBA emphasis in qualitative marketing, Grant spent the next several years experimenting with methodologies and measurement techniques that could be used to quantify qualitative data. After working with a nationally renowned brand analyst, Grant discovered a quant method that could be used to asses brand preferences. With that as a starting point, he and his team utilized some principals of neuroscience and created a new methodology that accurately quantifies emotional resonance.
After several hundred iterations, the PROOF method stands alone as one of the most compelling and accurate ways to quantify human emotion. Today, Grant speaks all over the country in the areas of Emotional Data, an emerging field that PROOF is helping pioneer.