If this technique is as solid and powerful as you say, why has Resonance® been invented only recently?
In terms of intellectual history, Resonance® is the result of a recent trend in psychology and neuroscience that has, as its goal, a scientific understanding of the basis for emotions. Unlike psychoanalysis, this movement seeks the broadest possible understanding of the nature of emotions and their role in biology throughout the animal kingdom. Consider the new movement towards Emotional Intelligence, another indication of how more and more professionals understand how strongly emotions direct our every decision, from how hard we work at our jobs to purchasing mouthwash.

How important is the internet to the future of Resonance®?
The web makes it possible for interviewees to respond more quickly and privately.  However, there are still several people out there who don't have access to the internet or even a PC. The old paper and pencil method, while seemingly archaic, can be practical depending on the population being studied.

In some cases Resonance® may replace other data-gathering techniques altogether. For example, many manufacturers (particularly software) now ask their customers to file their warranty registration cards on line. These surveys often seek to understand why the customer made the purchase. Resonance® could do a much better job of getting valuable information in such circumstances.

For what sorts of tasks is Resonance® NOT the tool of choice?
Resonance® is not appropriate when the goal of a company is to commission research to support the idea that it should keep on doing what it's doing.

What are the theoretical underpinnings of Resonance®?
Psychological and neurological thinking about emotion has come far since the days when emotions were thought to be a purely human experience originating in the heart, the liver or the spleen. In a nutshell: Emotions come first, influencing our rational thoughts which together form our motivations and then direct our actions. Emotions are the beginning, and that's why Resonance® is so valuable. It's the only tool we know of that can capture emotions and motivations accurately, consistently and with statistical validity.

How does Resonance® reveal factors that cause emotion?
In addition to eliciting quantified and normalized emotion data, Resonance® solicits free associations from respondents that generally, and sometimes very specifically, identify the sources of each identified emotion evoked by the topic. Such responses are most frequently reports of events or relational experiences that explain why that individual feels as he/she does.

Gang & Gang makes use of these explanations by coding for the variety of major response foci that appear in the data. Our coding technique allows the emotional intensity associated with each explanation to be summed within each response category, e.g., price, quality, service, personal/ego issues, etc. This allows the response focus categories to be prioritized from most important to least. That is how Resonance® is able to conclude with specific statements about the particular reasons why respondents feel as they do about a product or service, and which of these reasons is the most passionately-held and motivating.

Based on these insights, Gang & Gang provides tangible action items enabling our clients to improve impact on customers, employees, or other constituencies.

Would Resonance® work for politicians developing positions based on polling data and networks trying to give TV viewers what they want?
Yes. It would certainly tell politicians and entertainment executives how their constituencies feel about their offerings, what motivates them to vote or watch TV, and what issues or shows impact them emotionally. How a politico or a network exec would make use of that kind of real data is another issue.

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