Brand Research Consultants Bethany OK

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Bowman Holt Inc
(405) 840-7757
2224 NW 50th St
Oklahoma City, OK
 
Atkinson Advertising Associates Inc
(405) 842-7199
2200 NW 50th St
Oklahoma City, OK
 
Producers Crude Marketing
(405) 810-0733
521 W Wilshire Blvd Ste 140
Oklahoma City, OK

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Monarch Marketing Group
(405) 755-7511
200 NW 63rd St
Oklahoma City, OK
 
Oklahoma City Advertising Agency Inc
(405) 842-1922
6420 N Santa Fe Ave
Oklahoma City, OK
 
Bowman Holt Inc
(405) 840-7757
2224 NW 50TH St Ste 290W
Oklahoma City, OK

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Pink Diva
(405) 474-5471
900 Majestic Ave
Oklahoma City, OK
 
Oklahoma City SEO
(405) 532-5805
7109-G West Hefner Road, #150
Oklahoma City, OK
 
Armstrong Shank
(405) 286-5655
1000 W Wilshire Blvd
Oklahoma City, OK
 
Meiring Media Llc
(405) 858-1900
425 W Wilshire Blvd
Oklahoma City, OK

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Brand Research and Neuro-Linguistic Programming

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Focus group participants are often inspired to articulate themselves more fully and accurately than they could have alone. Any moderator worth his or her salt does this daily, without consciously using Neuro-Linguistic Programming (NLP) techniques. Many focus group moderators instinctually mirror a participant's representational system when asking a follow-up question or eliciting greater depth from a projective exercise.

Want a participant to keep talking? Then probe in the language of his or her sensory modality.

Sensory Modality and Participant Verbatims

Sensory modalities are part of a NLP model that identifies patterns in how people externalize the information they are processing. When participants talk, they often speak from a state of mind that is more closely aligned with one sense over another. For instance:

Visual That's a bright idea. I see how I can use the car's extra space.

Auditory I hear how this makes sense. Let me tell you — this is a winner.

Kinesthetic How fast can I accelerate? I feel like this car was made for me.

Olfactory Smells like a winner. Some ideas stink, but this is coming up roses.

Gustatory That new car looks yummy. It has the fine flavor of elegance.

When you hear someone speak in a particular sensory modality, and you ask questions in that same modality, the person is more likely to continue talking than if you ask a question in a different sensory modality. You are also more likely to get a congruent answer and more likely to keep the participant engaged.

We can see inside participants' minds — and know how they are processing information or which parts of their brain they are accessing — by their eye movement. Have you ever noticed how a participant's eyes move when you ask him or her a question? Try this sometime soon... Ask someone this series of questions:
  • What did it look like the last time it rained?
  • What are the lyrics to "The Star-Spangled Banner"?
Then, watch the person's eyes. His or her eyes will most likely go the same direction each time, because both questions solicit a recollection. Chances are good that the eyes will go to the right (the person's left) after each question becaus...

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