Grant Gooding

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 roughly a decade of analyzing, valuating and transitioning hundreds of small and mid-market businesses, Grant naturally gravitated towards evaluation of marketing and advertising expenses – the one line item in a P&L that he found most businesses struggle to understand and measure.

Grant started PROOF in 2012 with the idea of creating a way to bring clarity and understanding to marketing and advertising by combining statistics with emotional measurement. Today, PROOF is emerging as a market leader and has performed over 300 research projects for organizations helping them understand the emotions of their customers and identify the most effective messages and mediums to generate more sales.