Brand Research Consultants Gardnerville NV

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Pro Marketing Systems, Inc.
(702) 368-1776
PO Box 7172
Primm, NV
 
Nevada Manufacturers Association
(775) 882-6662
963 Topsy Ln Ste 306-182
Carson City, NV
 
Nevada Partnership for Homeless
(702) 383-1332
4800 S Maryland Pkwy
Las Vegas, NV
 
Clark County Education Assoc. Commu
(702) 795-2232
4230 McLeod
Las Vegas, NV
 
Planned Parenthood of Southern Nevada
(702) 878-3622
3220 W Charleston Blvd
Las Vegas, NV
 
Savings 4 U
(775) 315-9576
P O Box 4533
Carson City, NV
 
Half Shady's
(530) 307-8115
567 wintoon dr.
south lake tahoe , CA
 
S.A.F.E. House, Inc.
(702) 451-4203
921 American Pacific Dr Ste
Henderson, NV
 
One Body In Christ Christian Church
(702) 658-9792
5367 Jay Ave
Las Vegas, NV
 
Vector Media Transit Advertising
(702) 361-3660
6380 S Valley View
Las Vegas, 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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