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, move towards a deeper relationship with stories and finally, in a relaxed state, recall their first experiences with the word or concept.

Recommend about 20 people and a comfortable room furnished with chairs, pillows and a mini-stereo with soft music. Researcher should have paper and pen, as well as enough paper and pens for the participants.

Recommended time to complete participant interview is 3 hours.

Jay Robinson June 1st, 2007 Com 459

Clotaire Rapaille Method

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. Break for 15 minutes.

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.

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.

Jay Robinson June 1st, 2007 Com 459

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