Your SlideShare is downloading. ×
0
Creating Communication Strategies Guided by 4-Quadrant Models
Creating Communication Strategies Guided by 4-Quadrant Models
Creating Communication Strategies Guided by 4-Quadrant Models
Creating Communication Strategies Guided by 4-Quadrant Models
Creating Communication Strategies Guided by 4-Quadrant Models
Creating Communication Strategies Guided by 4-Quadrant Models
Creating Communication Strategies Guided by 4-Quadrant Models
Creating Communication Strategies Guided by 4-Quadrant Models
Creating Communication Strategies Guided by 4-Quadrant Models
Creating Communication Strategies Guided by 4-Quadrant Models
Creating Communication Strategies Guided by 4-Quadrant Models
Creating Communication Strategies Guided by 4-Quadrant Models
Creating Communication Strategies Guided by 4-Quadrant Models
Creating Communication Strategies Guided by 4-Quadrant Models
Creating Communication Strategies Guided by 4-Quadrant Models
Creating Communication Strategies Guided by 4-Quadrant Models
Creating Communication Strategies Guided by 4-Quadrant Models
Creating Communication Strategies Guided by 4-Quadrant Models
Creating Communication Strategies Guided by 4-Quadrant Models
Creating Communication Strategies Guided by 4-Quadrant Models
Creating Communication Strategies Guided by 4-Quadrant Models
Creating Communication Strategies Guided by 4-Quadrant Models
Creating Communication Strategies Guided by 4-Quadrant Models
Creating Communication Strategies Guided by 4-Quadrant Models
Creating Communication Strategies Guided by 4-Quadrant Models
Creating Communication Strategies Guided by 4-Quadrant Models
Creating Communication Strategies Guided by 4-Quadrant Models
Creating Communication Strategies Guided by 4-Quadrant Models
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Creating Communication Strategies Guided by 4-Quadrant Models

12,299

Published on

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

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

Published in: Business, Technology, Education
0 Comments
6 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
12,299
On Slideshare
0
From Embeds
0
Number of Embeds
11
Actions
Shares
0
Downloads
604
Comments
0
Likes
6
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Creating Communication Strategies
    Guided by 4-Quadrant Models
    Kirk Bridgman, M.B.A.
  • 2. A Classic Communication Strategy Model (Berlo)
    Now Almost 50 Years Old
    Sender Message Channel Receiver
  • 3. Times Have Changed – New Research and New Approaches
    Sender
    Behavior Processes
    Receiver
    Behavior Processes
    Messaging Needs to Reflect Behavior Processes
  • 4. 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
  • 5. 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.
  • 6. Some Examples of 4-Quadrant Models:
    Gregorc Model, used primarily by educators, has implications for teaching and learning styles.
    Scale continuums: Concrete ↔ Abstract
    Sequential ↔ 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 ↔ People
    Process ↔ Quick
  • 7. PS: RESEARCH! & Consulting
    uses 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
  • 8. HOW
    WHY
    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 ↔ Abstract
    Reflective ↔ Expressive
    WHAT
    WHO
    CSPM is a useful tool to better understand the communication needs of an audience, thereby allowing more effective message preparation for:
    • Individual conversations
    • 9. Group discussions
    • 10. Formal and informal presentations
    • 11. Education and information delivery
    • 12. Marketing
  • Communication Style Preference Model (CSPM)
    Basic Model Structure
    REFLECTIVE
    HOW
    CONTEMPLATORS
    Task Orientation
    Logical Approach
    WHY
    NARRATORS
    People Orientation
    Logical Approach
    ABSTRACT
    CONCRETE
    WHAT
    ASSERTORS
    Task Orientation
    Emotional Approach
    WHO
    DEMONSTRATORS
    People Orientation
    Emotional Approach
    EXPRESSIVE
  • 13. Key Points Regarding CSPM
    • No individual or group relates to communication from only one quadrant
    • 14. Most individuals and groups have one dominant preference quadrant
    • 15. Two secondary preference quadrants
    • 16. 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:
    • 17. Are decoded faster
    • 18. Provide more clear understanding for the receiver
    • 19. Enable quicker response
    • 20. Make communication easier
  • Communication Style Preference Model
    Typical Quadrant
    BASIC ORIENTATIONS
    REFLECTIVE
    HOW
    FACT
    Logic
    Analysis
    Measurements
    Performance
    Efficiency
    WHY
    FUTURE
    Vision
    New Concepts
    Intuition
    Environment
    Synthesis
    ABSTRACT
    CONCRETE
    WHAT
    FORM
    Methods
    Resources
    Organization
    Sequence
    Control
    WHO
    FEELING
    Personal Values
    Relationships
    Communications
    Emotions
    Recognition
    EXPRESSIVE
  • 21. Typical Quadrant Preferred
    MESSAGE APPROACHES
    HOW
    • Precise, to the point information
    • 22. Proof of validity
    • 23. Research references
    • 24. Quantifiable numbers
    • 25. Subject matter expertise
    WHY
    • Playful, surprising approaches
    • 26. Pictures, metaphors, overviews
    • 27. Freedom to explore
    • 28. Quick pace and variety in format
    • 29. New ideas and concepts
    WHAT
    • Organized consistent approach
    • 30. Complete subject chunks
    • 31. Practical applications
    • 32. Examples
    • 33. Clear instructions/expectations
    WHO
    • Involvement
    • 34. Personal connection
    • 35. Use of the senses
    • 36. User-friendly experience
    • 37. Sharing and expressing
  • REFLECTIVE
    HOW
    WHY
    Process
    Insights
    Method
    Common Sense
    Reaction
    Belief
    Impression
    Concern
    Describe
    Perception
    Improvement
    Advance
    Process
    Insights
    Method
    Common Sense
    Opinion
    Judgment
    Tangible
    Specific
    Evaluation
    Examination
    Consequence
    Outcome
    Typical Quadrant Preferred
    WORD CUES
    Some specific words that make communication and messaging more easily accessible to the receiver
    ABSTRACT
    CONCRETE
    Significant
    Vivid
    Representative
    Indicative
    Opinion
    Judgment
    Tangible
    Specific
    Defense
    Support
    Details
    Essentials
    Significant
    Vivid
    Representative
    Indicative
    Reaction
    Belief
    Impression
    Concern
    Show
    Special
    Relationship
    Connection
    WHAT
    WHO
    EXPRESSIVE
  • 38. Example A
    How 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.
  • 39. CSPM Provides Easy Individual Dominant Quadrant Assessment
    TENDENCIES BASED ON OBSERVATION
    HOW
    • Keep to themselves
    • 40. Don’t usually start conversations
    • 41. Serious demeanor
    • 42. Closed posture
    • 43. Extremely organized
    • 44. Copious note takers
    WHY
    • Like to both talk and listen
    • 45. Accommodating and helpful
    • 46. Create relationships easily
    • 47. Casual, simple clothing
    • 48. Laugh quietly and often
    • 49. Show gratitude easily
    WHAT
    • Highly discriminating
    • 50. Formal demeanor
    • 51. Take leadership roles
    • 52. Erect posture
    • 53. Ask challenging questions
    • 54. Have strong opinions
    WHO
    • Initiate conversations
    • 55. Talk about themselves
    • 56. Somewhat disorganized
    • 57. Wear bright colors
    • 58. Open posture
    • 59. Laugh easily and loudly
  • CSPM Provides Easy Individual Dominant Quadrant Assessment
    LISTENING FOR CONVERSATIONAL TENDENCIES
    HOW
    • Gather facts
    • 60. Analyze issues
    • 61. Argue rationally
    • 62. Measure precisely
    • 63. Understand technical elements
    • 64. Consider financial aspects
    WHY
    • See the big picture
    • 65. Challenge established policies
    • 66. Recognize new possibilities
    • 67. Generate ideas
    • 68. Take risks
    • 69. Tolerate ambiguity
    WHAT
    • Maintain consistency/continuity
    • 70. Stand firm on issues
    • 71. Keep track of events
    • 72. Exercise self discipline
    • 73. Talk of planning and control
    • 74. Avoid risks
    WHO
    • Understand how others feel
    • 75. Provide support
    • 76. Consider values
    • 77. Share and care
    • 78. See interpersonal difficulties
    • 79. Seek recognition
  • Communication Style Preference Model Assessment Questionnaire©
    provides a more complete individual CSPM quadrant assessment
    • 40 pairs of attribute statements
    • 80. Respondent chooses which statement is most typically “like them”
    • 81. 10 minutes to complete assessment
    • 82. Easy to score
    • 83. Graphical reporting shows preference relationship across all 4 quadrants
    • 84. Easy interpretation of:
    • 85. Dominant preference quadrant
    • 86. Secondary preference quadrants
    • 87. Recessive quadrant
    • 88. Useful for developing composite group or cohort analysis
    © 2009, PS: REASEARCH! & Consulting
  • 89. Example B
    Assessment reporting for Individual X screened for participation in a qualitative marketing research study of health product consumers
    HOW
    WHY
    WHO
    WHAT
  • 90. Example B
    Shaping One-on-One Communication With Individual X
    Keep in mind relative importance of basic orientation
    REFLECTIVE
    WHY
    FUTURES
    Vision
    New Concepts
    Intuition
    Environment
    Synthesis
    HOW
    FACTS
    Logic
    Analysis
    Measurements
    Performance
    Efficiency
    ABSTRACT
    CONCRETE
    WHAT
    FORM
    Methods
    Resources
    Organization
    Sequence
    Control
    WHO
    FEELINGS
    Personal Values
    Relationships
    Communications
    Emotions
    Recognition
    EXPRESSIVE
  • 91. Example B
    Shaping One-on-One Communication With Individual X
    Use approaches that are comfortable
    WHY
    • Playful, surprising approaches
    • 92. Pictures, metaphors, overviews
    • 93. Freedom to explore
    • 94. Quick pace and variety in format
    • 95. New ideas and concepts
    HOW
    • Precise, to the point information
    • 96. Proof of validity
    • 97. Research references
    • 98. Quantifiable numbers
    • 99. Subject matter expertise
    WHAT
    • Organized consistent approach
    • 100. Complete subject chunks
    • 101. Practical applications
    • 102. Examples
    • 103. Clear instructions/expectations
    WHO
  • Example B
    Shaping One-on-One Communication With Individual X
    Choose words that can be related to easily
    Some strongWHOquadrant 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.
  • 108. Example B
    Shaping One-on-One Communication With Individual X
    Choose words that can be related to easily
    Some good word cues crossing WHOandWHAT 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 WHOandWHY 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?
  • 109. Example B
    Shaping One-on-One Communication With Individual X
    Choose words that can be related to easily
    SomeHOWquadrant 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?
  • 110. Example C
    Developing 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
    • 111. Qualified respondents self-administer and report results of CSPM Assessment Questionnaire©
    • 112. N=100 results compiled and composite cohort quadrant preferences reported
    • 113. 4 focus groups recruited (total N=32) representative of the composite quadrant preference report
  • Example C
    Composite quadrant preference reporting of N=100*
    HOW
    WHY
    WHAT
    WHO
    *Includes Individual X from Example B
  • 114. Example C
    Concepts tested in focus groups included a variety of message approaches consistent with the results of the composite CSPM assessment results
    WHY
    • Playful, surprising approaches
    • 115. Pictures, metaphors, overviews
    • 116. Freedom to explore
    • 117. Quick pace and variety in format
    • 118. New ideas and concepts
    HOW
    • Precise, to the point information
    • 119. Proof of validity
    • 120. Research references
    • 121. Quantifiable numbers
    • 122. Subject matter expertise
    WHAT
    • Organized consistent approach
    • 123. Complete subject chunks
    • 124. Practical applications
    • 125. Examples
    • 126. Clear instructions/expectations
    WHO
  • Summary
    • 4-quadrant models are valid representations of individual and group behaviors, processes and patterns
    • 131. 4-quadrant models are easy to use and understand
    • 132. The Communication Style Preference Model (CSPM) is consistent with other 4-quadrant behavioral model theories
    • 133. CSPM provides information about what communication approaches specific individuals and groups most easily relate to and are most comfortable with
    • 134. This information enables development of communication messages that are positioned to most strongly impact the targeted individual or collective audience
  • About The Presenter
    Moderator Biography & Experience
    Kirk Bridgman, M.B.A.
    www.ps-research.com
    kirk@ps-research.com
    888-400-7344

×