Our guest today is Grant Gooding, founder and CEO of Proof Positioning, a market research company that uses emotional data to answer people’s burning questions.
Grant got his professional start in the mergers and acquisitions world working first on the legal side then buy-side analysis, valuations and eventually transition management.
After working with a nationally renowned brand analyst, Grant discovered a quant method that could be used to assess 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.
During our discussion, Grant also shares:
- How he uses data to solve problems
- How he got interested in this career field
- How people’s emotional resonance drives their decisions
- Why people like research but don’t know how to use it
- Why he loves his job
Use the timestamps below to skip around to the specific topics you’d like to hear.
[0:50] – Meet Grant Gooding
[6:15] – Using data to solve problems
[10:35] – How he got interested in data
[14:40] – Emotional resonance and metadata
[21:41] – His business history
[23:56] – Business process
[28:36] – The future
[31:29] – What keeps his drive alive
[34:19] – Anything else