Brand Research Consultants Dover NH
Brand Research and Neuro-Linguistic Programming
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: