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SUMMARY:Lunch & Learn at the Park: Decoding Customer Emotions
DESCRIPTION:Get behind the neuroscience of sales at KU Innovation Park’s next Lunch and Learn. Grant Gooding\, founder & CEO of PROOF Positioning\, will share his company’s work around emotional market research. PROOF’s emotional resonance research methodology is based on three key learnings from psychology\, neuroscience and behavioral economics. Combining those three more reliably can mirror the brain’s natural decision-making process. Learn how your company can better message to your audience\, how those messages land emotionally and cognitively\, and how those messages drive sales decisions. \nThis event is free\, but registration is required as lunch will be provided. Please register below. This event is open to anyone. You do not have to work for a Park company to attend. If you register and can no longer attend\, please let us know. Registration will close on Monday\, February 24. \nLunch and networking begin at 11:30 a.m.\, with the presentation from 12–1 p.m. at KU Innovation Park\, 2033 Becker Dr. \nABOUT GRANT\n \nGrant 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 roughly a decade of analyzing\, valuing and transitioning hundreds of small and mid-market businesses\, Grant naturally gravitated towards understanding the 70% failure rates of acquisitions. \nAfter years of analyzing acquisition failures\, he discovered the leading cause of transaction failures was that there was a lack of understanding and measurement as to why customers do business with organizations. \nWith 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 principles of neuroscience and created a new methodology that accurately quantifies emotional resonance. \nAfter 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.
URL:https://kuinnovationpark.com/event/lunch-learn-at-the-park-decoding-customer-emotions/
LOCATION:KU Innovation Park Phase III\, 2033 Becker Drive\, Lawrence\, KS
CATEGORIES:Customer Discovery
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