Clotaire Rapaille Method

Goal: Get past the logic of the cortex to discover different culture’s embedded emotional response to certain words. Once we understand the certain reptilian responses and experiences those in one culture share, we can determine a Code for the word, or the strongest common association. This allows us to better understand appropriate communication for this word or concept.

Overview: This technique is very passive, and allows the audience to be active. We engage their cortex by allowing them to brainstorm the word. Then, move towards a deeper relationship with the word by asking them to recall stories relating to the word. Finally, lull them into a relaxed state in which they will be able to recall their first experiences with the word or concept.

logic(cortex)

reptilian(basic)

emotion(limbic)

need about 20 people, room with chairs, pillows, paper and pen, soft music, and time (about 3 hours)

Clotaire Rapaille Method

1. First, seat the group in a room without distractions. Ask them to explain the concept to the interviewer as if he is from another planet. Record their responses with the paper and pen but most likely these will not be necessary. Break for 15 minutes

2. Now, ask them to tell a story relating to the word or concept. Instruct them they are to tell the story as if to a small child. This will encourage them to use descriptive but not overly cerebral language which will aid the embellishment of emotion attached to the story. Record responses with paper and pen. Break for 15 minutes.

3. Before the group returns to the room, remove all the chairs and replace with pillows only. Have soft, relaxing music playing and the lights dimmed. Provide paper and pen to each group member and ask them to recollect and record their first experiences with the word or concept.

Frank Luntz Method

Goal: To find those words that frame a concept in a positive light; To find those words that sound positive or arouse agreeability in people.

Overview: This technique is very active, and the group is very passive. We will know the words with which the most people find positive or agreeable and we will be able to use those words more effectively in future projects.

For the video, special hardware records their second-by-second believability or agreeability with the speech. When the speech is analyzed with the software allowing for a sync of overall group positivity towards the speech, we will be able to determine those words or phrases that create agreeability and those that do not.

need about 20 people, room with a mirrored glass for monitoring, chairs, paper, pen, video, hardware and software, and time (about 2 hours)

Frank Luntz Method

1. Before meeting with the group, brainstorm the word or concept to come up with synonyms or alternatives. Also, prepare the video with speech phrased in a manner in which you predict might be agreeable with the group in order to create a positive response.

2. Meet with the group by seating them in a large room. Read aloud the words that you have compiled and ask them to raise their hands if they have a positive reaction to the word. Record the number of raised hands next to the word. Break for 15 minutes.

3. Finally, present the group with the hardware device and instruct them how to use it. Present the video and relocate to the other side of the mirrored glass in order to monitor the software numbers recording their positive responses to the statements in the video. Take note of body language indicating disposition towards the video.