Creating Communication Strategies
Kirk Bridgman, M.B.A.
Guided by 4-Quadrant Models
A Classic Communication Strategy Model (Berlo)Now Almost 50 Years Old
Sender Message Channel Receiver
SenderBehavior Processes
ReceiverBehavior Processes
Messaging Needs to Reflect
Behavior Processes
Times Have Changed – New Research and New Approaches
In 1978 Ned Hermann developed an assessment protocol to profile Thinking Styles
in accordance with his 4-quadrant brain dominance theory, now known as the
Whole Brain Quadrant Model
The Whole Brain Quadrant Model is only one of many 4-quadrant behavioral models
All provide similar results although starting from different directions
There must be something to the idea that we can roughly categorize perception and behavior in a simple, easy to use, and easy to understand framework.
Most 4-quadrant models evaluate using two scaled continuums, one forming the vertical axis of the model, the other forming the horizontal.
Some Examples of 4-Quadrant Models:
Gregorc Model, used primarily by educators, has implications for teaching and learning styles.
Scale continuums: Concrete ↔ AbstractSequential ↔ Random
Merrill-Reid Model focuses on observable social behavior.Scale continuums: Asks ↔ Tells
Controls ↔ Emotes
DISC Model, very popular for business applications, is most useful for individual performance and team development.
Scale continuums: Task ↔ PeopleProcess ↔ Quick
PS: RESEARCH! & Consultinguses various 4-quadrant models to:
Better understand the communication needs of
both senders and receivers
Develop approaches to improve interpersonal as well as group communication and organized
messaging between senders and receivers
HOW WHY
WHAT WHO
What has evolved is a synthesis of a variety of 4-quadrant behavioral models into what we now call the
Communication Style Preference Model (CSPM)
CSPM evaluates individuals and groups based on two scale continuums:
Concrete ↔ AbstractReflective ↔ Expressive
CSPM is a useful tool to better understand the communication needs of an audience, thereby allowing more effective message preparation for:
Individual conversations Group discussions Formal and informal presentations Education and information delivery Marketing
HOWCONTEMPLATORS
Task OrientationLogical Approach
WHATASSERTORS
Task OrientationEmotional Approach
WHODEMONSTRATORSPeople Orientation
Emotional Approach
WHYNARRATORS
People OrientationLogical Approach
REFLECTIVE
ABSTRACT
EXPRESSIVE
CONCRETE
Communication Style Preference Model (CSPM)Basic Model Structure
Key Points Regarding CSPM
No individual or group relates to communication from only one quadrant Most individuals and groups have one dominant preference quadrant
Two secondary preference quadrants One recessive quadrant
Almost everyone communicates using all 4 quadrants – its just that some quadrants are easier to relate to. An individual with a WHO dominant preference is able to communicate with a stock broker (who typically communicates through the HOW quadrant) about portfolio results. It’s just that the HOW communication style is not as comfortable for the WHO dominant individual.
Messages coded specifically to the receiver’s preference quadrants: Are decoded faster Provide more clear understanding for the receiver Enable quicker response Make communication easier
HOWFACTLogic
AnalysisMeasurementsPerformance
Efficiency
WHATFORM
MethodsResources
OrganizationSequence
Control
WHOFEELING
Personal ValuesRelationships
CommunicationsEmotions
Recognition
WHYFUTURE
VisionNew Concepts
IntuitionEnvironment
Synthesis
REFLECTIVE
ABSTRACT
EXPRESSIVE
CONCRETE
Communication Style Preference ModelTypical Quadrant
BASIC ORIENTATIONS
Typical Quadrant PreferredMESSAGE APPROACHES
HOW• Precise, to the point information• Proof of validity• Research references• Quantifiable numbers• Subject matter expertise
WHY• Playful, surprising approaches• Pictures, metaphors, overviews• Freedom to explore• Quick pace and variety in format• New ideas and concepts
WHAT• Organized consistent approach• Complete subject chunks• Practical applications• Examples• Clear instructions/expectations
WHO• Involvement• Personal connection• Use of the senses• User-friendly experience• Sharing and expressing
ABSTRACTCONCRETE
REFLECTIVE
EXPRESSIVE
ProcessInsightsMethodCommon SenseOpinionJudgmentTangibleSpecificEvaluationExaminationConsequenceOutcome
ProcessInsightsMethodCommon SenseReactionBeliefImpressionConcernDescribePerceptionImprovementAdvance
SignificantVividRepresentativeIndicativeOpinionJudgmentTangibleSpecificDefenseSupportDetailsEssentials
SignificantVividRepresentativeIndicativeReactionBeliefImpressionConcernShowSpecialRelationshipConnection
HOW WHY
WHOWHAT
Typical Quadrant Preferred
WORD CUES
Some specific words that make communication and messaging more easily accessible to the receiver
Example AHow would individuals with various dominant quadrant preferences tend to
decide on the purchase of a new computer?
HOW - I want this computer because for $2,000 I get a 2.1 Ghz processor, 10/100/1000 ethernet, 4 GB of ram, 750 GB hard drive, DDR3 SDRAM memory, rewritable DVD drive and a Windows 7 operating system.
WHAT - I want this computer because it was voted best value by “Consumer Reports,” has a 3 year limited warranty, and lifetime technical support.
WHO - I want this computer because I like the color, the monitor is big, and because the salesperson was very helpful and said that if I had any problems I can always talk with a technical person in the store.
WHY- I want this computer because the new design is great, the fact that the speakers simulate holophonic sound means I can meditate listening to my CD’s without having to put on headphones and I can access the data on my hard drive from my cell phone easily.
CSPM Provides Easy Individual Dominant Quadrant Assessment
TENDENCIES BASED ON OBSERVATION
HOW• Keep to themselves• Don’t usually start conversations• Serious demeanor• Closed posture• Extremely organized• Copious note takers
WHAT• Highly discriminating• Formal demeanor• Take leadership roles• Erect posture• Ask challenging questions• Have strong opinions
WHY• Like to both talk and listen• Accommodating and helpful• Create relationships easily• Casual, simple clothing• Laugh quietly and often• Show gratitude easily
WHO• Initiate conversations• Talk about themselves• Somewhat disorganized• Wear bright colors• Open posture• Laugh easily and loudly
CSPM Provides Easy Individual Dominant Quadrant Assessment
LISTENING FOR CONVERSATIONAL TENDENCIES
HOW• Gather facts• Analyze issues• Argue rationally• Measure precisely• Understand technical elements• Consider financial aspects
WHAT• Maintain consistency/continuity• Stand firm on issues• Keep track of events• Exercise self discipline• Talk of planning and control• Avoid risks
WHY• See the big picture• Challenge established policies• Recognize new possibilities• Generate ideas• Take risks• Tolerate ambiguity
WHO• Understand how others feel• Provide support• Consider values• Share and care• See interpersonal difficulties• Seek recognition
Communication Style Preference Model Assessment Questionnaire©
provides a more complete individual CSPM quadrant assessment
40 pairs of attribute statements Respondent chooses which statement is most typically “like them”
10 minutes to complete assessment Easy to score Graphical reporting shows preference relationship across all 4 quadrants Easy interpretation of:
Dominant preference quadrant Secondary preference quadrants Recessive quadrant
Useful for developing composite group or cohort analysis
© 2009, PS: REASEARCH! & Consulting
HOWWHAT WHO
WHY
Example BAssessment reporting for Individual X screened for participation in a qualitative
marketing research study of health product consumers
HOWFACTS
LogicAnalysis
MeasurementsPerformance
Efficiency
WHATFORM
MethodsResources
OrganizationSequence
Control
WHOFEELINGS
Personal ValuesRelationships
CommunicationsEmotions
Recognition
WHYFUTURES
VisionNew Concepts
IntuitionEnvironment
Synthesis
REFLECTIVE
ABSTRACT
EXPRESSIVE
CONCRETE
Example BShaping One-on-One Communication With Individual X
Keep in mind relative importance of basic orientation
HOW• Precise, to the point information• Proof of validity• Research references• Quantifiable numbers• Subject matter expertise
WHY• Playful, surprising approaches• Pictures, metaphors, overviews• Freedom to explore• Quick pace and variety in format• New ideas and concepts
WHAT• Organized consistent approach• Complete subject chunks• Practical applications• Examples• Clear instructions/expectations
WHO• Involvement• Personal connection• Use of the senses• User-friendly experience• Sharing and expressing
Example BShaping One-on-One Communication With Individual X
Use approaches that are comfortable
Example BShaping One-on-One Communication With Individual X
Choose words that can be related to easily
Some strong WHO quadrant word cues:What’s the SPECIAL value of . . .?
SHOW me how you feel you could most easily use this.
This provides a stronger CONNECTION between you, your family and friends.
Share with me the unique RELATIONSHIP you sense, and how that leads to a greater good for the community at large.
Example BShaping One-on-One Communication With Individual X
Choose words that can be related to easily
Some good word cues crossing WHO and WHAT quadrants:The green light INDICATES you are ready to proceed.
What are some SIGNIFICANT examples?
What are your most VIVID impressions?
. . . REPRESENTS how easy it is to control what you see and hear.
Some good word cues crossing WHO and WHY quadrants:What are your CONCERNS about what you saw or heard?
Tell me your immediate IMPRESSIONS.
Why do you BELIEVE . . .?
Why would someone REACT in that manner?
Example BShaping One-on-One Communication With Individual X
Choose words that can be related to easily
Some HOW quadrant word cues to probably avoid using:On a scale of 1-10 how do you EVALUATE . . .?
On quick EXAMINATION we can see that . . ..
Statistics show no adverse CONSEQUENCES.
What OUTCOMES do you expect?
Example CDeveloping Communication and Messaging Strategies
for Groups and Cohorts
Objective: Conduct qualitative market research to test marketing communications concepts for an enhancement to an existing consumer health product
Target Cohort: Consumers currently using product competitive to client’s existing health product
Cohort Recruiting Protocol: Pre-screen N=100 qualified respondents Qualified respondents self-administer and report results of CSPM Assessment
Questionnaire© N=100 results compiled and composite cohort quadrant preferences reported 4 focus groups recruited (total N=32) representative of the composite
quadrant preference report
HOW WHYWHAT WHO
Example CComposite quadrant preference reporting of N=100*
*Includes Individual X from Example B
HOW• Precise, to the point information• Proof of validity• Research references• Quantifiable numbers• Subject matter expertise
WHY• Playful, surprising approaches• Pictures, metaphors, overviews• Freedom to explore• Quick pace and variety in format• New ideas and concepts
WHAT• Organized consistent approach• Complete subject chunks• Practical applications• Examples• Clear instructions/expectations
WHO• Involvement• Personal connection• Use of the senses• User-friendly experience• Sharing and expressing
Example CConcepts tested in focus groups included a variety of message approaches
consistent with the results of the composite CSPM assessment results
Summary 4-quadrant models are valid representations of individual and
group behaviors, processes and patterns
4-quadrant models are easy to use and understand
The Communication Style Preference Model (CSPM) is consistent with other 4-quadrant behavioral model theories
CSPM provides information about what communication approaches specific individuals and groups most easily relate to and are most comfortable with
This information enables development of communication messages that are positioned to most strongly impact the targeted individual or collective audience
Moderator Biography & Experience
Kirk Bridgman, M.B.A.
Kirk Bridgman uses his diverse experiences in consumer driven qualitative research and collaborative ideation and brainstorming to help project teams: expose the why behind the what; step outside the box to look inside; and innovate what already exists to add value.
Kirk is a skilled moderator, facilitator and trainer, who readily creates rapport across a wide range of individuals, from executives to low income and marginalized populations. He conducts research and ideation sessions both in-person, by telephone and using webcam technology. His strength is the ability to discover what drives people to action.
Kirk’s long-standing passion for the use of improvisational theatre techniques in business and market research is balanced by strong business and analytical skills. His background as a regional manager for Unisys Corporation included senior roles in financial management, planning, sales and marketing.
Kirk has an MBA from Penn State University and a BA in Drama & Speech from Tufts University. He has advanced training in marketing research methods, is a certified personal and professional coach, has taught improvisational acting technique, and is an active member of the Qualitative Research Consultants Association (QRCA).
About The Presenter
888-400-7344
www.ps-research.com