Brand Research Consultants Boulder City NV

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Bethany Baptist Church
(702) 293-1912
210 Wyoming St
Boulder City, NV
 
Outdoor Promotions,
(702) 932-4848
7541 Eastgate
Henderson, NV
 
The Peckman Company
(702) 233-1155
5564 S Fort Apache Rd
Las Vegas, NV
 
Print Alliance, Inc.
(702) 851-5050
788 Beach Park St
Henderson, NV
 
Nevada Advertising & Events,
(702) 451-7150
PO Box 50029
Las Vegas, NV
 
Kolar Design Studio
(702) 283-1791
312 Nevada
Las Vegas, NV
 
Sunkist Graphics
(702) 566-9008
401 E Sunset
Las Vegas, NV
 
Digistock Design
(702) 566-0655
55 S Water Street
Henderson, NV
 
Omega Plastics
(702) 373-1767
121 Industrial Park Rd Ste 105
Henderson, NV
 
Secure Independence Inc
(702) 313-6000
56 El Rio Ct
Henderson, NV
 

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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