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  • 1. Luntz Method to Finding the Right Words <ul><li>Objective: </li></ul><ul><li>To find out which words have a positive and negative effect on an audience within a certain context or situation. Putting these certain words to use properly will help speakers get a desired response from their target audience. </li></ul><ul><li>What You Need: </li></ul><ul><li>Focus group </li></ul><ul><ul><li>Usually 15-20 people </li></ul></ul><ul><ul><li>Consists of your target audience </li></ul></ul><ul><li>Room with a viewing room </li></ul><ul><li>Word test sheet </li></ul><ul><ul><li>Sheet of words that you want to test for effectiveness for particular situations </li></ul></ul><ul><li>Emotional response hardware/software </li></ul><ul><li>TV monitor </li></ul><ul><li>Medium to be tested </li></ul><ul><ul><li>Either pre-recorded or made with results from part 1 </li></ul></ul><ul><li>Before you begin: </li></ul><ul><li>Set up room with chairs for focus group </li></ul><ul><li>Have hardware and software set up and tested </li></ul>
  • 2. <ul><li>Part 1: </li></ul><ul><li>Bring in the focus group and explain to them objective </li></ul><ul><li>Bring out the word test sheet </li></ul><ul><li>Tell group to raise their hands if they think this word has a positive effect on them when used in the given situation </li></ul><ul><li>Have someone in the viewing room record their response </li></ul><ul><li>Also take note on the non-verbal response of people in the group </li></ul><ul><li>Pick out which words had the greatest effect on the group </li></ul><ul><li>Give group a short break. This break will help them have a clearer mind when starting part 2 of this method. </li></ul><ul><li>Part 2: </li></ul><ul><li>Explain the use of the response hardware and software </li></ul><ul><ul><li>User turns dials left or right depending on their high or low response to certain words used in the medium </li></ul></ul><ul><ul><li>Results are displayed as live feedback on the monitor in the viewing room </li></ul></ul><ul><li>Begin the prepared medium </li></ul><ul><li>Focus group leader is to leave the room </li></ul><ul><li>In the viewing room, record the results of the group’s response to particular words in the medium </li></ul><ul><li>After this is done you may excuse the focus group. </li></ul><ul><li>Analyze results of word sheet and medium response to determine which words will have the greatest effect on an audience. </li></ul>
  • 3. Culture Code Method <ul><li>Objective: </li></ul><ul><li>To find out a code(single word) to situations which appeal to the subconscious. Using this code will help in gaining a desired response from society. </li></ul><ul><li>What You Need: </li></ul><ul><li>Focus group </li></ul><ul><li>Comfortable room with chairs </li></ul><ul><li>Pillows </li></ul><ul><li>Pen and paper </li></ul><ul><li>Scissors </li></ul><ul><li>Glue </li></ul><ul><li>Magazines </li></ul><ul><li>Soothing music </li></ul><ul><li>Each session is about 1 hour with a short break in between. </li></ul><ul><li>Session 1: </li></ul><ul><li>Have the group respond to certain words with its logical meaning. This step is to get the group to use their cortex of the brain. This step conditions the group and does not have to be recorded. It is just a step required to get to the reptilian part of the brain, the subconscious. </li></ul>
  • 4. <ul><li>Session 2: </li></ul><ul><li>In this session, the focus group is asked to explain certain words as if it were to a five year old. This session gets down to the basics of a word in its simplest form. This is just another step to gain access the subconscious. Results of this step is not important. </li></ul><ul><li>Session 3: </li></ul><ul><li>The group is now sitting on the ground on the pillows with chairs removed from the room. This helps in setting their minds in the “childlike” mentality. The focus group is asked to make a collage using the scissors, glue and magazines given. This collage will reflect the word or words the group has been trying to define. Again, results of this step is not important but required to access the subconscious. </li></ul><ul><li>Session 4: </li></ul><ul><li>The room is dark with soothing music playing. The group is asked to lie on the ground and relax. Then they are asked to think about their earliest childhood memory of what a word was or meant to them. This session gains access to the subconscious and is the most important part of this method. Take note on responses, especially the reoccurring ones. </li></ul><ul><li>Result: </li></ul><ul><li>Analyze responses made in the fourth session of the method. Try to find a recurring theme and crack the code that will gain access to society’s subconscious. You may use that code word to develop ways to appeal to society and gain favorable responses. </li></ul>