Much messaging and issue research places too much emphasis on people’s reactions to direct questions.   In contrast, GQR looks to understand the intuitive and implicit, and how brands can resonate with people’s core motivations and values.   

Connecting to values

Today, information alone is not enough to change opinions.  What is critical is to connect to deep-seated values.  Informed by insights into voter behavior and evolutionary psychology, GQR maps out attitudes against core values. 

Exploring the nonconscious

People’s views on brands and issues are shaped in part by nonconscious factors – which are hard to reach through direct questions.  We deploy a range of methodologies to unearth implicit associations, and explore what’s in the background as well as foreground.

Our layered understanding of how people look at your brand or issue enables us to identify how to grow, win support or increase motivation.

For more on our thinking on brand, reputation and communications, click here: