The History of PROOF…

PROOF was started in 2012 by mergers and acquisitions analysts in an effort to better 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.



To be truly great, you have to pick a fight.

At PROOF, we fight guessing.

In our experience, all leaders in the world guess—especially when it comes to strategy, marketing, messaging and communications. Not that they want to. But they’re forced to—and guessing is expensive.

“We saw a year-over-year revenue growth bump of about 50% just by being able to focus on the right prospects and products based on PROOF’s research.  Focusing on the right prospects inside the right segments, and talking only about the things PROOF’s research taught us has been validated over and over again making a big impact on our go to market strategy.”

Sean Stenger
Vice President of Sales Operations – LightEdge

“In my humble opinion you would be absolutely foolish to be spending money on digital marketing without hiring Proof to significantly shorten your learning curve.  When we got our data back from Proof it almost felt like we were cheating we learned so much about our target market.”

Chris Costello
Co-Founder – Blooom

“Proof is one of the best things that has ever happened to MRIGlobal’s Marketing department.  Proof’s data-based approach to understanding key client segments and identifying growth opportunities has helped our management team to move the business forward with clarity and discipline.  The intellect and expertise of Grant and his team has been invaluable. We look forward to continuing our relationship with this gem of a company.”

Betsey Hughes
Director of Marketing – MRIGlobal


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.