How PROOF Works
Most research tells you what people say. PROOF shows you how people actually respond, emotionally and instinctively, before decisions get expensive.
Growth decisions rarely fail because teams lack data. They fail because the data does not explain what will actually move people to act. PROOF exists to close that gap. We help teams understand how their messages land emotionally, where confidence forms, and where resistance quietly builds long before it shows up in results.
The Problem with Most Research
Traditional research does a good job describing opinions. It struggles to explain behavior. Inevitably, campaigns underperform, sales cycles stall, and internal debates never fully resolve. That is because people do not decide rationally first. They decide emotionally, then justify their decisions after the fact. When research relies too heavily on conscious explanations, averages, and post-rational feedback, it misses the signals that actually predict success. This leaves leadership teams with data, but not confidence.
The PROOF Philosophy
At PROOF, our work is grounded in a few simple truths.
People respond emotionally before they respond logically and messages succeed when they align with beliefs and expectations people often cannot fully articulate.
Our role is to help teams understand those underlying beliefs and unspoken expectations, so decisions are informed by how people actually think and feel. When you align with a customer or prospect at this deep psychological level, sales become yours to lose.
How PROOF Research Works
Align on the questions that matter
We begin with a working session to clarify goals, audiences, and the specific messages or ideas that need to be tested. This is where we help teams move from broad assumptions to clear, testable statements. The goal is not to generate more ideas, but to identify the few that matter most.
Develop and deploy the research
PROOF designs a customized digital survey to capture instinctive, real-time responses. Messages are tested individually to ensure clarity and actionability, and segmentation questions are included so results can be understood across key audience groups. Surveys are typically deployed to your existing customers and prospects, or to a sourced audience when needed. PROOF manages the process end to end and your data is NEVER exposed.
Measure emotional responses and turn into direction
As responses come in, we analyze how each message performs emotionally. This reveals which ideas create confidence, which introduce friction, and which quietly fail to connect. Findings are then delivered in a clear, decision-ready format. You will see which messages resonate, with whom, and why. More importantly, you will know what to do next.
The Emotional Resonance Score™
To make emotional response usable, it must be measurable. PROOF developed the Emotional Resonance Score in 2016 to quantify how messages truly land, revealing where they create confidence, clarity, or resistance. This allows teams to compare ideas on a single, consistent scale and track progress over time. The result is something most organizations lack. A common language for evaluating messages across the business, and a way to resolve subjective debates with clarity instead of opinion.
If you want to learn more about the Emotional Resonance Score™ click below
Who This Works Best For
PROOF is most effective when the stakes are real.
- When decisions affect revenue, positioning, reputation, or long-term growth.
- When alignment across teams or partners matters.
- When confidence is more important than volume.
Our work is designed for organizations that want clarity before committing resources, not explanations after results disappoint.
If you want to go deeper, you can explore how we measure emotional response or how agencies use PROOF as a strategic partner to ensure their work hits the mark. If you are facing a specific decision and want to understand how your messages are really landing, we are always open to a conversation.
13
Years Measuring People
700+
Studies performed to date
4,500+
Client Questions Answered
300+
Clients
PROOF uses emotional insights to help organizations say the right things to the right people.
Get PROOF.
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.