Creating Communication Strategies Guided by 4-Quadrant Models

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This 4-quadrant approach gives information about what communication approaches work best with specific individuals and groups.

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Creating Communication Strategies Guided by 4-Quadrant Models

  1. 1. Creating Communication Strategies<br />Guided by 4-Quadrant Models<br />Kirk Bridgman, M.B.A.<br />
  2. 2. A Classic Communication Strategy Model (Berlo)<br />Now Almost 50 Years Old<br /> Sender Message Channel Receiver<br />
  3. 3. Times Have Changed – New Research and New Approaches<br />Sender<br />Behavior Processes<br />Receiver<br />Behavior Processes<br />Messaging Needs to Reflect Behavior Processes<br />
  4. 4. In 1978 Ned Hermann developed an assessment protocol to profile <br />Thinking Styles<br />in accordance with his 4-quadrant brain dominance theory, now known as the <br />Whole Brain Quadrant Model<br />
  5. 5. The Whole Brain Quadrant Model is only one of many 4-quadrant behavioral models<br />All provide similar results although starting from different directions <br />There must be something to the idea that we can roughly categorize perception and behavior in a simple, easy to use, and easy <br />to understand framework.<br />Most 4-quadrant models evaluate using two scaled continuums, one forming the vertical axis of the model, the other forming the horizontal.<br />
  6. 6. Some Examples of 4-Quadrant Models:<br />Gregorc Model, used primarily by educators, has implications for teaching and learning styles.<br />Scale continuums: Concrete ↔ Abstract<br />Sequential ↔ Random<br />Merrill-Reid Model focuses on observable social behavior.<br />Scale continuums: Asks ↔ Tells<br />Controls ↔ Emotes<br />DISC Model, very popular for business applications, is most useful for individual performance and team development.<br />Scale continuums: Task ↔ People<br />Process ↔ Quick<br />
  7. 7. PS: RESEARCH! & Consulting<br />uses various 4-quadrant models to:<br />Better understand the communication needs of both senders and receivers<br />Develop approaches to improve interpersonal as well as group communication and organized messaging between senders and receivers<br />
  8. 8. HOW<br />WHY<br />What has evolved is a synthesis of a variety of 4-quadrant behavioral models into what we now call the<br />Communication Style Preference Model (CSPM)<br />CSPM evaluates individuals and groups based on two scale continuums:<br />Concrete ↔ Abstract<br />Reflective ↔ Expressive<br />WHAT<br />WHO<br />CSPM is a useful tool to better understand the communication needs of an audience, thereby allowing more effective message preparation for:<br /><ul><li> Individual conversations
  9. 9. Group discussions
  10. 10. Formal and informal presentations
  11. 11. Education and information delivery
  12. 12. Marketing </li></li></ul><li>Communication Style Preference Model (CSPM)<br />Basic Model Structure<br />REFLECTIVE<br />HOW<br />CONTEMPLATORS<br />Task Orientation<br />Logical Approach<br />WHY<br />NARRATORS<br />People Orientation<br />Logical Approach<br />ABSTRACT<br />CONCRETE<br />WHAT<br />ASSERTORS<br />Task Orientation<br />Emotional Approach<br />WHO<br />DEMONSTRATORS<br />People Orientation<br />Emotional Approach<br />EXPRESSIVE<br />
  13. 13. Key Points Regarding CSPM <br /><ul><li> No individual or group relates to communication from only one quadrant
  14. 14. Most individuals and groups have one dominant preference quadrant
  15. 15. Two secondary preference quadrants
  16. 16. One recessive quadrant</li></ul>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.<br /><ul><li>Messages coded specifically to the receiver’s preference quadrants:
  17. 17. Are decoded faster
  18. 18. Provide more clear understanding for the receiver
  19. 19. Enable quicker response
  20. 20. Make communication easier</li></li></ul><li>Communication Style Preference Model<br />Typical Quadrant<br />BASIC ORIENTATIONS<br />REFLECTIVE<br />HOW<br />FACT<br />Logic<br />Analysis<br />Measurements<br />Performance<br />Efficiency<br />WHY<br />FUTURE<br />Vision<br />New Concepts<br />Intuition<br />Environment<br />Synthesis<br />ABSTRACT<br />CONCRETE<br />WHAT<br />FORM<br />Methods<br />Resources<br />Organization<br />Sequence<br />Control<br />WHO<br />FEELING<br />Personal Values<br />Relationships<br />Communications<br />Emotions<br />Recognition<br />EXPRESSIVE<br />
  21. 21. Typical Quadrant Preferred<br />MESSAGE APPROACHES<br />HOW<br /><ul><li> Precise, to the point information
  22. 22. Proof of validity
  23. 23. Research references
  24. 24. Quantifiable numbers
  25. 25. Subject matter expertise</li></ul>WHY<br /><ul><li> Playful, surprising approaches
  26. 26. Pictures, metaphors, overviews
  27. 27. Freedom to explore
  28. 28. Quick pace and variety in format
  29. 29. New ideas and concepts</li></ul>WHAT<br /><ul><li> Organized consistent approach
  30. 30. Complete subject chunks
  31. 31. Practical applications
  32. 32. Examples
  33. 33. Clear instructions/expectations</li></ul>WHO<br /><ul><li> Involvement
  34. 34. Personal connection
  35. 35. Use of the senses
  36. 36. User-friendly experience
  37. 37. Sharing and expressing</li></li></ul><li>REFLECTIVE<br />HOW<br />WHY<br />Process<br />Insights<br />Method<br />Common Sense<br />Reaction<br />Belief<br />Impression<br />Concern<br />Describe<br />Perception<br />Improvement<br />Advance<br />Process<br />Insights<br />Method<br />Common Sense<br />Opinion<br />Judgment<br />Tangible<br />Specific<br />Evaluation<br />Examination<br />Consequence<br />Outcome<br />Typical Quadrant Preferred<br />WORD CUES<br />Some specific words that make communication and messaging more easily accessible to the receiver<br />ABSTRACT<br />CONCRETE<br />Significant<br />Vivid<br />Representative<br />Indicative<br />Opinion<br />Judgment<br />Tangible<br />Specific<br />Defense<br />Support<br />Details<br />Essentials<br />Significant<br />Vivid<br />Representative<br />Indicative<br />Reaction<br />Belief<br />Impression<br />Concern<br />Show<br />Special<br />Relationship<br />Connection<br />WHAT<br />WHO<br />EXPRESSIVE<br />
  38. 38. Example A<br />How would individuals with various dominant quadrant preferences tend to decide on the purchase of a new computer? <br />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.<br />WHAT - I want this computer because it was voted best value by “Consumer Reports,” has a 3 year limited warranty, and lifetime technical support.<br />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.<br />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.<br />
  39. 39. CSPM Provides Easy Individual Dominant Quadrant Assessment<br />TENDENCIES BASED ON OBSERVATION<br />HOW<br /><ul><li> Keep to themselves
  40. 40. Don’t usually start conversations
  41. 41. Serious demeanor
  42. 42. Closed posture
  43. 43. Extremely organized
  44. 44. Copious note takers</li></ul>WHY<br /><ul><li> Like to both talk and listen
  45. 45. Accommodating and helpful
  46. 46. Create relationships easily
  47. 47. Casual, simple clothing
  48. 48. Laugh quietly and often
  49. 49. Show gratitude easily</li></ul>WHAT<br /><ul><li> Highly discriminating
  50. 50. Formal demeanor
  51. 51. Take leadership roles
  52. 52. Erect posture
  53. 53. Ask challenging questions
  54. 54. Have strong opinions</li></ul>WHO<br /><ul><li> Initiate conversations
  55. 55. Talk about themselves
  56. 56. Somewhat disorganized
  57. 57. Wear bright colors
  58. 58. Open posture
  59. 59. Laugh easily and loudly</li></li></ul><li>CSPM Provides Easy Individual Dominant Quadrant Assessment<br />LISTENING FOR CONVERSATIONAL TENDENCIES<br />HOW<br /><ul><li> Gather facts
  60. 60. Analyze issues
  61. 61. Argue rationally
  62. 62. Measure precisely
  63. 63. Understand technical elements
  64. 64. Consider financial aspects</li></ul>WHY<br /><ul><li> See the big picture
  65. 65. Challenge established policies
  66. 66. Recognize new possibilities
  67. 67. Generate ideas
  68. 68. Take risks
  69. 69. Tolerate ambiguity</li></ul>WHAT<br /><ul><li> Maintain consistency/continuity
  70. 70. Stand firm on issues
  71. 71. Keep track of events
  72. 72. Exercise self discipline
  73. 73. Talk of planning and control
  74. 74. Avoid risks</li></ul>WHO<br /><ul><li> Understand how others feel
  75. 75. Provide support
  76. 76. Consider values
  77. 77. Share and care
  78. 78. See interpersonal difficulties
  79. 79. Seek recognition</li></li></ul><li>Communication Style Preference Model Assessment Questionnaire©<br />provides a more complete individual CSPM quadrant assessment<br /><ul><li>40 pairs of attribute statements
  80. 80. Respondent chooses which statement is most typically “like them”
  81. 81. 10 minutes to complete assessment
  82. 82. Easy to score
  83. 83. Graphical reporting shows preference relationship across all 4 quadrants
  84. 84. Easy interpretation of:
  85. 85. Dominant preference quadrant
  86. 86. Secondary preference quadrants
  87. 87. Recessive quadrant
  88. 88. Useful for developing composite group or cohort analysis</li></ul>© 2009, PS: REASEARCH! & Consulting<br />
  89. 89. Example B<br />Assessment reporting for Individual X screened for participation in a qualitative marketing research study of health product consumers<br />HOW<br />WHY<br />WHO<br />WHAT<br />
  90. 90. Example B<br />Shaping One-on-One Communication With Individual X <br />Keep in mind relative importance of basic orientation<br />REFLECTIVE<br />WHY<br />FUTURES<br />Vision<br />New Concepts<br />Intuition<br />Environment<br />Synthesis<br />HOW<br />FACTS<br />Logic<br />Analysis<br />Measurements<br />Performance<br />Efficiency<br />ABSTRACT<br />CONCRETE<br />WHAT<br />FORM<br />Methods<br />Resources<br />Organization<br />Sequence<br />Control<br />WHO<br />FEELINGS<br />Personal Values<br />Relationships<br />Communications<br />Emotions<br />Recognition<br />EXPRESSIVE<br />
  91. 91. Example B<br />Shaping One-on-One Communication With Individual X <br />Use approaches that are comfortable<br />WHY<br /><ul><li> Playful, surprising approaches
  92. 92. Pictures, metaphors, overviews
  93. 93. Freedom to explore
  94. 94. Quick pace and variety in format
  95. 95. New ideas and concepts</li></ul>HOW<br /><ul><li> Precise, to the point information
  96. 96. Proof of validity
  97. 97. Research references
  98. 98. Quantifiable numbers
  99. 99. Subject matter expertise</li></ul>WHAT<br /><ul><li> Organized consistent approach
  100. 100. Complete subject chunks
  101. 101. Practical applications
  102. 102. Examples
  103. 103. Clear instructions/expectations</li></ul>WHO<br /><ul><li> Involvement
  104. 104. Personal connection
  105. 105. Use of the senses
  106. 106. User-friendly experience
  107. 107. Sharing and expressing</li></li></ul><li>Example B<br />Shaping One-on-One Communication With Individual X <br />Choose words that can be related to easily<br />Some strongWHOquadrant word cues:<br />What’s the SPECIAL value of . . .?<br />SHOW me how you feel you could most easily use this.<br />This provides a stronger CONNECTION between you, your family and friends.<br />Share with me the unique RELATIONSHIP you sense, and how that leads to a greater good for the community at large. <br />
  108. 108. Example B<br />Shaping One-on-One Communication With Individual X <br />Choose words that can be related to easily<br />Some good word cues crossing WHOandWHAT quadrants:<br />The green light INDICATES you are ready to proceed.<br />What are some SIGNIFICANT examples?<br />What are your most VIVID impressions?<br />. . . REPRESENTS how easy it is to control what you see and hear. <br />Some good word cues crossing WHOandWHY quadrants:<br />What are your CONCERNS about what you saw or heard?<br />Tell me your immediate IMPRESSIONS. <br />Why do you BELIEVE . . .?<br />Why would someone REACT in that manner? <br />
  109. 109. Example B<br />Shaping One-on-One Communication With Individual X <br />Choose words that can be related to easily<br />SomeHOWquadrant word cues to probably avoid using:<br />On a scale of 1-10 how do you EVALUATE . . .?<br />On quick EXAMINATION we can see that . . ..<br />Statistics show no adverse CONSEQUENCES.<br />What OUTCOMES do you expect? <br />
  110. 110. Example C<br />Developing Communication and Messaging Strategies<br />for Groups and Cohorts <br />Objective: Conduct qualitative market research to test marketing communications concepts for an enhancement to an existing consumer health product<br />Target Cohort: Consumers currently using product competitive to client’s existing health product <br />Cohort Recruiting Protocol:<br /><ul><li>Pre-screen N=100 qualified respondents
  111. 111. Qualified respondents self-administer and report results of CSPM Assessment Questionnaire©
  112. 112. N=100 results compiled and composite cohort quadrant preferences reported
  113. 113. 4 focus groups recruited (total N=32) representative of the composite quadrant preference report </li></li></ul><li>Example C<br />Composite quadrant preference reporting of N=100* <br />HOW<br />WHY<br />WHAT<br />WHO<br />*Includes Individual X from Example B<br />
  114. 114. Example C<br />Concepts tested in focus groups included a variety of message approaches consistent with the results of the composite CSPM assessment results <br />WHY<br /><ul><li> Playful, surprising approaches
  115. 115. Pictures, metaphors, overviews
  116. 116. Freedom to explore
  117. 117. Quick pace and variety in format
  118. 118. New ideas and concepts</li></ul>HOW<br /><ul><li> Precise, to the point information
  119. 119. Proof of validity
  120. 120. Research references
  121. 121. Quantifiable numbers
  122. 122. Subject matter expertise</li></ul>WHAT<br /><ul><li> Organized consistent approach
  123. 123. Complete subject chunks
  124. 124. Practical applications
  125. 125. Examples
  126. 126. Clear instructions/expectations</li></ul>WHO<br /><ul><li> Involvement
  127. 127. Personal connection
  128. 128. Use of the senses
  129. 129. User-friendly experience
  130. 130. Sharing and expressing</li></li></ul><li>Summary<br /><ul><li>4-quadrant models are valid representations of individual and group behaviors, processes and patterns
  131. 131. 4-quadrant models are easy to use and understand
  132. 132. The Communication Style Preference Model (CSPM) is consistent with other 4-quadrant behavioral model theories
  133. 133. CSPM provides information about what communication approaches specific individuals and groups most easily relate to and are most comfortable with
  134. 134. This information enables development of communication messages that are positioned to most strongly impact the targeted individual or collective audience</li></li></ul><li>About The Presenter<br />Moderator Biography & Experience<br />Kirk Bridgman, M.B.A.<br />www.ps-research.com<br />kirk@ps-research.com<br />888-400-7344<br />

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