Company History

On a late December morning in 2005 tech industry executive and entrepreneur Jeb Hurley, and Silicon Valley entrepreneur, software developer and chef Roger Graves, met with market research pioneer Steve Gang at the Beach Street Cafe in the town of Manchester-by-the-Sea, Massachusetts.

Jeb, who had been a client of Steve’s years earlier, and Roger, who was Steve’s Chief Technology Officer, believed that the Resonance® research methodology that Steve and his partners had developed ten years earlier could be the foundation of a new kind of product research company. As entrepreneurs both Jeb and Roger had lived the challenge of predicting the potential of a new concept early in the development process and both had been frustrated by the cost and quality of traditional approaches to new concept testing. They envisioned a company focused on the very front end of the product development process catering to people who are more interested in answers than they are in reams of data and nicely bound reports. By integrating Steve’s Resonance® on-line interview methodology with Web application software, they would answer the question “does this concept motivate consumers and why?” at a fraction of the time and cost of traditional approaches.

Nine months and many cappuccinos later (Roger makes awesome cappuccinos) Resonance Technologies was launched. In September of 2006 clients began using the company’s first product, Resonance Technologies ‘Predictor’. Today, the next generation of product is being used around the world to generate innovative new ideas and to predict the potential of new concepts, products and advertisements.

The Origins of the Resonance® Methodology

In 1995, consultant, entrepreneur and market research pioneer Steve Gang and his colleagues in neuroscience, psychology and artificial intelligence developed a unique and innovative methodology for discovering and quantifying the passionate emotions that are so integral to people making decisions. This methodology is known as Resonance®. For the past 12 years, Steve has used Resonance® to help some of the world's best-known companies solve a wide range of difficult marketing, branding and organizational problems.