Listen deeper than the dashboard

Back to overview

Strategy

Listen deeper than the dashboard

Emotive dynamics research is a scientifically grounded approach to brand research that measures the unconscious emotional drivers behind human behaviour. It goes beyond surveys and focus groups to reveal what truly moves people. What truly moves people? That is the holy grail of marketing and organisational identity. We often simply ask people in a survey or focus group. The problem: people frequently don't know themselves why they do what they do.

Listen deeper than the dashboard

Numbers tell you what. Stories tell you why. Brand research at BR-ND People uses 23plusone to bring the two together: a science-based method that maps the emotive drivers behind appeal, happiness, trust, and loyalty.

What you'll walk away with

  • An emotive profile of your brand and the brands you compete with
  • A clear view of which drivers to lean into, and which to leave
  • Audience insight grounded in human motivation, not segmentation jargon
  • A research report leadership can read in twenty minutes and act on the same day
  • A baseline you can re-measure as the brand culture evolves

How we work together

  1. Frame - define the questions you actually need answered
  2. Field - quantitative scan, qualitative depth, or both; we design the right mix
  3. Reveal - readout sessions with leadership and the teams who'll use the insight

Tools that measure and involve

We design, build and deploy our own online surveys, monitors and pulse instruments. The platform is modern; what it does for people matters more. Every wave is a small communication intervention: people are invited to pause, reflect and weigh in. They feel part of the story rather than measured from outside. Data and involvement in one motion.

When this fits

Research work pays off when you're willing to be surprised. If the answer is already on the slide, save your money and skip it.

Frequently asked questions

What is 23plusone?

23plusone is our science-based brand appeal model and method. It measures emotive drivers - happiness, ambition, vitality, and others - that predict how appealing a brand really feels.

Can you do qualitative as well as quantitative?

Yes. We combine both because emotive insight needs both the breadth of numbers and the depth of conversation.

How is this different from a brand tracker?

A tracker tells you whether numbers moved. 23plusone tells you which emotive drivers caused the movement, and what to do about it.

Do you publish your research?

Yes. We regularly publish insights, whitepapers, and case essays from our 23plusone work - and the database itself fuels public conversations like our annual brand appeal rankings.