The document describes Clotaire Rapaille's method for discovering a culture's "code" through a series of sessions with a sample group. Session 1 uses straightforward questions to access the cortex. Session 2 asks childlike questions to eliminate logic. Session 3 has participants illustrate meanings to access subconscious feelings. Session 4 relaxes participants to access earliest memories and find reoccurring themes or codes. The sessions are designed to access the reptilian brain and uncover cultural imprints.

1. Clotaire Rapaille How to find the Culture Code Equipment Needed Pen and Paper A regular sized nice and private room Chairs Pillows Soothing Music A sample group of people of about 20 (the group has to consist of the people that represent the specific country that you are trying to break the culture code for. For example if you are trying to find out the code for a certain product in America, then the group has to consist of Americans). Session 1 of 4 The human being functions on three different levels of the brain, the cortex, the limbic and the reptilian. The first session will deal with the cortex of the brain. Within the first session the group leader will be asking questions about what a certain word (for example the word luxury) means to the people in the group. Because these are straightforward questions, the cortex will be answering the questions with more logical and intelligent meanings, therefore this part of the session is used to confuse the participants and is necessary to start to break through to the reptilian part of the brain. Mark Lalic Com 459 May 29, 2007 source: from Clotaire Rapaille

2. Session 2 of 4 During the second session the group leader will take on the persona of a five years old child from another planet therefore asking the participants to explain what the certain word in this case luxury means to people from earth. This session is designed to eliminate any logical reasoning within the answers of the participants. Once again these steps are necessary in trying to tap into the reptilian part of the brain. Session 3 of 4 During the third hour the participants will be sitting on the floor using scissors and a pile of magazines to Illustrate stories about what luxury means to them. This method is to offer further clues into the sub conscious feelings of the participant. Session 4 of 4 In the last part of the session dim the lights, play some soothing music in the background, and have the pillows on the ground. Have each participant lie down and start to have them relax trying to get them into the tranquil state right before they fall asleep. When this occurs and your participants are relaxed have them go all the way back to their childhood and their earliest memory of the meaning of luxury. The last session is designed to figure out what the first imprint of whatever word or object you are trying to figure out. Analysis Sessions 1 – 3 are designed to drop the guards of the participants and give an opening at peaking into the reptilian part of the brain. The stories in the last session are the major results, as it will take a lot of time trying to analyze each story and finding a certain theme that continues to reoccur. It can be a one word code or a bunch of codes. Mark Lalic Com 459 May 29, 2007 source: from Clotaire Rapaille

3. Frank Luntz method emotional triggering words Necessary tools A normal sized comfortable room Chairs Focus group of people consisting of about 15 – 20 Monitor Video Viewing room Sheet of words that are constructed and tested Dial technology to represent emotional agreement. Steps Gather the sample of people for testing whatever your client wants tested, it could be a certain product or a politician looking for support. Prepare a nice comfortable room for the focus group. Get out a sheet of paper with the list of words that was created prior to the experiment. Read off the list of words to the focus group and have them raise their hands to the words that they agree with the most. At the same time have a person sitting in the viewing room circle the three words that people agree with the most. Take a break from the session and gather and talk with colleagues the information that has been gained. Prepare the video that has a speech about a certain political campaign or product that your client wishes you to address. When the participants return from their break explain to them how to operate the dial technology that will measure how they respond and agree to the words that are being used in the speech. In the viewing room you will have visual access to the participants level of agreement to the speech or certain phrases that are used. Take note to what areas of the speech gained a high level of connection and agreement from the participants. Gather all the information and analyze it taking note of what words used to describe the specific issue or product caused a high level of emotional connection. Then inform your clients about your findings and the necessary changes that need to be made. Mark Lalic Com 459 May 29, 2007 source: from Frank Luntz

4. Frank Luntz method is focused on our emotional connection to certain ideas or products and how different words can be used to trigger strong emotions. The same method can be used to research different ideas, although the context of what your looking for is different the method is the same. Luntz’s method can be used to test different issues or products such as understanding what a political candidate has address in order to gain the support of the people and how to communicate clearly by using certain words that can trigger strong emotional responses. Mark Lalic Com 459 May 29, 2007 source: from Clotaire Rapaille