How Resonance® measures motivations.

By making use of more than two decades of learning about the critical role emotions and motivations play in decision-making, our Resonance® interview methodology emulates the real way people think and make decisions.

• Resonance® begins with in-depth interview questions to uncover what is motivating your target customers. Quantitative methods are then used to normalize and measure the strength and valence (positive or negative) of the qualitative answers.
• We never ask "How important on a scale of 1 to 10?" Instead we ask indirect questions and measure the strength of the motivation behind people's answers.
• All responses are spontaneous and anonymous. This produces more straightforward, honest responses than will be obtained using any other research technique.
• Resonance® results are highly predictive of actual intent to buy, versus the "high-say/low-do" phenomenon so prevalent in other types of qualitative market research.