Engagement with your brand – whether by your customers or your employees – is important. But, it is a qualitative experience, and our corporate/ managerial obsession with measuring it quantitatively is questionable at best. Surveys and other common management tools for measuring how people feel about things are useful for answer some questions, and for working at scale, but for understanding why and how people feel engaged, ti can only get you so far. The “why and how” questions produce somewhat unpredictable results, and require a certain degree of analysis to understand themes and trends. If you want to measure engagement, you have to ask people broader questions than what you get on Liker scale.