Frank Luntz
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Frank Luntz is a consultant who tests language to find words that will influence public opinion and support his clients' goals. He believes emotion is more powerful than intellect in moving people to act. Luntz uses focus groups and dial technology to test lists of words and phrases on issues. Participants rate their emotional response to different language using dials or by raising their hands. This helps Luntz identify the most emotionally resonant language to frame issues and arguments.
![Frank Luntz Testing Language – Finding Words That Work Overview: Frank Luntz is a corporate consultant who’s specialty is testing language and finding words that will help his clients sell their product or turn public opinion on an issue or candidate. Luntz does testing and field research seeking words that move people to act on an emotional level. 80% of our life is emotion, and only 20% is intellect. His job is to look for words that trigger emotion. “There are words that work, that are meant to explain and educate on policies that work, on products that work, on services that work. Words with emotion can change destiny, can change life as we know it. We know that words and emotion together are the most powerful force known to mankind.” Luntz’s job is to take clear-cut words from the English language and figure out which words, which phrases to apply at which opportunities, which times. How does this work?: Luntz uses focus groups to gather information and data on a certain issues which he then uses to come up with “words that work.” He complies a list of 15-20 words, phrases, and metaphors then tests them to see which words are important emotionally. Then he uses dial technology to measure movement by movement responses to a speech looking for sides to meet at an emotional crescendo. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The needs to know to get America to say “You know what, it’s ok.” What’s the language? What’s the information? What’s are the facts? What are the figures? http://www.pbs.org/wgbh/pages/frontline/shows/persuaders/interviews/luntz.html](https://image.slidesharecdn.com/frank-luntz-8035/85/Frank-Luntz-1-320.jpg)
![Procedures – Focus Group ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Purpose: Dial technology measures intensity that is immediate, specific, and anonymous. It picks out every single word, every single phrase (that you hear) and you know what works and what doesn’t. What we are looking for is where we see an emotional crescendo. Purpose: From the list of 15-20 words, phrases, or metaphors the show of hands provides us with a number that shows which words, phrases, or metaphors are more emotionally favorable. The ones with the most show of hands are the ones you need to focus on. This will tell us how to talk about it and how not. Language to Explain: Which words, which phrases to apply at which opportunities and which times Words, phrases, or metaphors with the highest responses Highest intensity (words, phrases, etc.)](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)