creating communication strategies guided by 4-quadrant models

Creating Communication Strategies

Kirk Bridgman, M.B.A.

Guided by 4-Quadrant Models

A Classic Communication Strategy Model (Berlo)Now Almost 50 Years Old

Sender Message Channel Receiver

SenderBehavior Processes

ReceiverBehavior Processes

Messaging Needs to Reflect

Behavior Processes

Times Have Changed – New Research and New Approaches

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

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.

Some Examples of 4-Quadrant Models:

Gregorc Model, used primarily by educators, has implications for teaching and learning styles.

Scale continuums: Concrete ↔ AbstractSequential ↔ 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 ↔ PeopleProcess ↔ Quick

PS: RESEARCH! & Consultinguses 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

HOW WHY

WHAT WHO

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 ↔ AbstractReflective ↔ Expressive

CSPM is a useful tool to better understand the communication needs of an audience, thereby allowing more effective message preparation for:

Individual conversations Group discussions Formal and informal presentations Education and information delivery Marketing

HOWCONTEMPLATORS

Task OrientationLogical Approach

WHATASSERTORS

Task OrientationEmotional Approach

WHODEMONSTRATORSPeople Orientation

Emotional Approach

WHYNARRATORS

People OrientationLogical Approach

REFLECTIVE

ABSTRACT

EXPRESSIVE

CONCRETE

Communication Style Preference Model (CSPM)Basic Model Structure

Key Points Regarding CSPM

No individual or group relates to communication from only one quadrant Most individuals and groups have one dominant preference quadrant

Two secondary preference quadrants 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: Are decoded faster Provide more clear understanding for the receiver Enable quicker response Make communication easier

HOWFACTLogic

AnalysisMeasurementsPerformance

Efficiency

WHATFORM

MethodsResources

OrganizationSequence

Control

WHOFEELING

Personal ValuesRelationships

CommunicationsEmotions

Recognition

WHYFUTURE

VisionNew Concepts

IntuitionEnvironment

Synthesis

REFLECTIVE

ABSTRACT

EXPRESSIVE

CONCRETE

Communication Style Preference ModelTypical Quadrant

BASIC ORIENTATIONS

Typical Quadrant PreferredMESSAGE APPROACHES

HOW• Precise, to the point information• Proof of validity• Research references• Quantifiable numbers• Subject matter expertise

WHY• Playful, surprising approaches• Pictures, metaphors, overviews• Freedom to explore• Quick pace and variety in format• New ideas and concepts

WHAT• Organized consistent approach• Complete subject chunks• Practical applications• Examples• Clear instructions/expectations

WHO• Involvement• Personal connection• Use of the senses• User-friendly experience• Sharing and expressing

ABSTRACTCONCRETE

REFLECTIVE

EXPRESSIVE

ProcessInsightsMethodCommon SenseOpinionJudgmentTangibleSpecificEvaluationExaminationConsequenceOutcome

ProcessInsightsMethodCommon SenseReactionBeliefImpressionConcernDescribePerceptionImprovementAdvance

SignificantVividRepresentativeIndicativeOpinionJudgmentTangibleSpecificDefenseSupportDetailsEssentials

SignificantVividRepresentativeIndicativeReactionBeliefImpressionConcernShowSpecialRelationshipConnection

HOW WHY

WHOWHAT

Typical Quadrant Preferred

WORD CUES

Some specific words that make communication and messaging more easily accessible to the receiver

Example AHow 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.

CSPM Provides Easy Individual Dominant Quadrant Assessment

TENDENCIES BASED ON OBSERVATION

HOW• Keep to themselves• Don’t usually start conversations• Serious demeanor• Closed posture• Extremely organized• Copious note takers

WHAT• Highly discriminating• Formal demeanor• Take leadership roles• Erect posture• Ask challenging questions• Have strong opinions

WHY• Like to both talk and listen• Accommodating and helpful• Create relationships easily• Casual, simple clothing• Laugh quietly and often• Show gratitude easily

WHO• Initiate conversations• Talk about themselves• Somewhat disorganized• Wear bright colors• Open posture• Laugh easily and loudly

CSPM Provides Easy Individual Dominant Quadrant Assessment

LISTENING FOR CONVERSATIONAL TENDENCIES

HOW• Gather facts• Analyze issues• Argue rationally• Measure precisely• Understand technical elements• Consider financial aspects

WHAT• Maintain consistency/continuity• Stand firm on issues• Keep track of events• Exercise self discipline• Talk of planning and control• Avoid risks

WHY• See the big picture• Challenge established policies• Recognize new possibilities• Generate ideas• Take risks• Tolerate ambiguity

WHO• Understand how others feel• Provide support• Consider values• Share and care• See interpersonal difficulties• Seek recognition

Communication Style Preference Model Assessment Questionnaire©

provides a more complete individual CSPM quadrant assessment

40 pairs of attribute statements Respondent chooses which statement is most typically “like them”

10 minutes to complete assessment Easy to score Graphical reporting shows preference relationship across all 4 quadrants Easy interpretation of:

Dominant preference quadrant Secondary preference quadrants Recessive quadrant

Useful for developing composite group or cohort analysis

© 2009, PS: REASEARCH! & Consulting

HOWWHAT WHO

WHY

Example BAssessment reporting for Individual X screened for participation in a qualitative

marketing research study of health product consumers

HOWFACTS

LogicAnalysis

MeasurementsPerformance

Efficiency

WHATFORM

MethodsResources

OrganizationSequence

Control

WHOFEELINGS

Personal ValuesRelationships

CommunicationsEmotions

Recognition

WHYFUTURES

VisionNew Concepts

IntuitionEnvironment

Synthesis

REFLECTIVE

ABSTRACT

EXPRESSIVE

CONCRETE

Example BShaping One-on-One Communication With Individual X

Keep in mind relative importance of basic orientation






Use approaches that are comfortable


Choose words that can be related to easily

Some strong WHO quadrant 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.



Some good word cues crossing WHO and WHAT 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 WHO and WHY 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?



Some HOW quadrant 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?

Example CDeveloping 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 Qualified respondents self-administer and report results of CSPM Assessment

Questionnaire© N=100 results compiled and composite cohort quadrant preferences reported 4 focus groups recruited (total N=32) representative of the composite

quadrant preference report

HOW WHYWHAT WHO

Example CComposite quadrant preference reporting of N=100*

*Includes Individual X from Example B





Example CConcepts tested in focus groups included a variety of message approaches

consistent with the results of the composite CSPM assessment results

Summary 4-quadrant models are valid representations of individual and

group behaviors, processes and patterns

4-quadrant models are easy to use and understand

The Communication Style Preference Model (CSPM) is consistent with other 4-quadrant behavioral model theories

CSPM provides information about what communication approaches specific individuals and groups most easily relate to and are most comfortable with

This information enables development of communication messages that are positioned to most strongly impact the targeted individual or collective audience

Moderator Biography & Experience

Kirk Bridgman, M.B.A.

Kirk Bridgman uses his diverse experiences in consumer driven qualitative research and collaborative ideation and brainstorming to help project teams: expose the why behind the what; step outside the box to look inside; and innovate what already exists to add value.

Kirk is a skilled moderator, facilitator and trainer, who readily creates rapport across a wide range of individuals, from executives to low income and marginalized populations. He conducts research and ideation sessions both in-person, by telephone and using webcam technology. His strength is the ability to discover what drives people to action.

Kirk’s long-standing passion for the use of improvisational theatre techniques in business and market research is balanced by strong business and analytical skills. His background as a regional manager for Unisys Corporation included senior roles in financial management, planning, sales and marketing.

Kirk has an MBA from Penn State University and a BA in Drama & Speech from Tufts University. He has advanced training in marketing research methods, is a certified personal and professional coach, has taught improvisational acting technique, and is an active member of the Qualitative Research Consultants Association (QRCA).

About The Presenter

[email protected]

888-400-7344

www.ps-research.com

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creating communication strategies guided by 4-quadrant models

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