This document describes two methods for understanding emotional responses to concepts and words: 1. The Clotaire Rapaille Method involves passively engaging participants' logical thinking, then emotional storytelling, and finally having them recall early experiences to access "reptilian" emotional responses. 2. The Frank Luntz Method is more active, finding words that elicit positive reactions by testing synonyms and monitoring participants' real-time responses to a video using sensors to identify agreeable phrases.

1. need about 20 people, room with chairs,
Clotaire Rapaille Method
Clotaire Rapaille Method pillows, paper and pen, soft music,
and time (about 3 hours)
Goal: Get past the logic of the cortex to discover different culture’s
embedded emotional response to certain words. Once we understand
the certain reptilian responses and experiences those in one culture
share, we can determine a Code for the word, or the strongest common
association. This allows us to better understand appropriate
communication for this word or concept.
Overview: This technique is very passive, and allows the audience to be
active. We engage their cortex by allowing them to brainstorm the word.
Then, move towards a deeper relationship with the word by asking them
to recall stories relating to the word. Finally, lull them into a relaxed state
in which they will be able to recall their first experiences with the word
or concept.
emotion
logic reptilian
(limbic)
(cortex) (basic)

2. 1. First, seat the group in a room without distractions. Ask them to
explain the concept to the interviewer as if he is from another planet.
Record their responses with the paper and pen but most likely these will
not be necessary. Break for 15 minutes
2. Now, ask them to tell a story relating to the word or concept.
Instruct them they are to tell the story as if to a small child. This will
encourage them to use descriptive but not overly cerebral language
which will aid the embellishment of emotion attached to the story.
Record responses with paper and pen. Break for 15 minutes.
3. Before the group returns to the room, remove all the chairs and
replace with pillows only. Have soft, relaxing music playing and the lights
dimmed. Provide paper and pen to each group member and ask them to
recollect and record their first experiences with the word or concept.

3. need about 20 people, room with a mirrored glass for
Frank Luntz Method monitoring, chairs, paper, pen, video, hardware and
software, and time (about 2 hours)
Goal: To find those words that frame a concept in a positive light; To find
those words that sound positive or arouse agreeability in people.
Overview: This technique is very active, and the group is very passive. We
will know the words with which the most people find positive or
agreeable and we will be able to use those words more effectively in
future projects.
For the video, special hardware records their second-by-second
believability or agreeability with the speech. When the speech is analyzed
with the software allowing for a sync of overall group positivity towards
the speech, we will be able to determine those words or phrases that
create agreeability and those that do not.

4. 1. Before meeting with the group, brainstorm the word or concept to
come up with synonyms or alternatives. Also, prepare the video with
speech phrased in a manner in which you predict might be agreeable with
the group in order to create a positive response.
2. Meet with the group by seating them in a large room. Read aloud the
words that you have compiled and ask them to raise their hands if they
have a positive reaction to the word. Record the number of raised hands
next to the word. Break for 15 minutes.
3. Finally, present the group with the hardware device and instruct them
how to use it. Present the video and relocate to the other side of the
mirrored glass in order to monitor the software numbers recording their
positive responses to the statements in the video. Take note of body
language indicating disposition towards the video.