Frank Luntz uses focus groups and real-time feedback dials to test word choices and message framing. He shows groups lists of words and measures their approval, and has them use dials to express approval or disapproval of statements as they hear speeches or discussions. Luntz and his team observe unobtrusively to analyze which words and messages are most effective at attracting an audience. He then advises political candidates and businesses on tweaking their language and messaging based on the focus group findings.