Bookstore shelves groan under volumes about the “newly discovered” importance of emotional intelligence in business. A search of one popular website disgorges 2,746 titles on topics like emotion-based marketing, emotionally-attuned product design and emotion-centric branding. We’re going to go out on a limb and predict that if you read all 2,746 books, you’ll learn three things:

1. It’s crucial to understand the emotions that make your customers behave the way they do
2. It’s really hard to gain that understanding
3. It’s even harder to use it

This is a fundamental reason for the disproportionate consumption of antacids among marketing executives and researchers. But wait. Put down that Pepcid and call us, please. In an if-we-can’t-measure-it-we-can’t-use-it world, our tools and processes will not only measure “it”, but help you use “it” and, in fact, track how hard “it” is working for you. For years, we’ve been helping hardnosed, bottom-line organizations make “squishy issues” not only quantifiable, but profitable.