The History of PROOF…
PROOF was started in 2012 by mergers and acquisitions analysts in an effort to better understand why people buy.
Since then, PROOF has developed a unique method of gaining customer insights through measuring emotions.
After valuing and analyzing hundreds of businesses, our team found a new metric that explained why acquisitions fail.
Inside 3 years, failure rates are typically 70%. The numbers always work—a deal won’t get done if the numbers don’t work. So we knew the answer was unrelated to finance.
Eventually, we discovered a question that helped explain why failure rates were so high which was, “Why do your customers do business with you?” What we found is that few organizations truly understood the real reasons. PROOF then engineered a method of combining emotional resonance testing with quantitative analysis to understand the emotions, motivations and preferences behind why people do business with organizations and a truly unique firm of market analysts in Kansas City was born.
Almost a decade later, PROOF has emerged as a thought leader in emotional data and has performed hundreds of studies in dozens of industries. They’re also invited to speak across the country in the area of creating and using emotional data.
The PROOF team of creative-and-math-hybrid minds continues to grow, and we’re always looking for smart, curious team members.
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Everyone has at least one burning question—and the answer may just take your brand to the next level. Take the guesswork out of your marketing strategy today and get proof.