Read more
There is growing interest in the use of Neuro Linguistic Programming (NLP) as a Qualitative Market Research technique. NLP was previously used in psychology to understand how people think and react, and as a tool in self-development, interpersonal skills and business, looking at how our brains think and experience the world.
List of contents
FOREWORD.
ACKNOWLEDGEMENTS.
ABOUT THE AUTHORS.
INTRODUCTION.
1 TAKING THE BRIEF.
What's in this chapter?
The importance of the fi rst steps.
Being at your best.
The dance of communication.
Reading the signposts.
True listening.
Quality questions.
Eliciting values.
Setting the scene - NLP frames.
Checklist for taking the brief.
2 RESPONDING TO THE BRIEF.
What's in this chapter?
What's the point of writing a proposal?
Proposal or action plan?
The power of words.
Using values to enhance the action plan.
Document style and construction.Thinking like the client.
Action plan writing guidelines.
3 THE SAMPLE.
What's in this chapter?
Recruitment.
Characteristics.
VAK subquotas.
Recruitment approaches.
4 RESEARCH INTERVIEWS.
What's in this chapter?
Overview.
How we create our reality.
How does the process of fi lters and communication work?
Reframing.
Envirometics.
Rapport.
Role.
The topic guide.
Handling individuals.
Animating the group.
Groups vs depths.
Projective and enabling techniques.
5 UNDERSTANDING WHY PEOPLE BEHAVE THE WAY THEY DO.
What's in this chapter?
Understanding people.
The fi ve sensory fi lters.
Eye accessing cues.
Primary interest or focus of attention.
Global-specifi c: chunk size.
Relational sort for decision: sameness-difference (matching-mismatching).
Motivating attention fi lters.
Options-procedures.
Time sort: past, present, future.
Decision-making.
Usage.
6 THE ANALYSIS.
What's in this chapter?
To analyse or not to analyse?
One way of working.
Recording the interview.
Analysis.
How do we elicit this information?
Summary.
7 PRESENTING YOUR FINDINGS.
What's in this chapter?
Putting it all together.
The presentation process.
Videoconferencing.
8 ETHICS, ECOLOGY AND CODES OF PRACTICE.
What's in this chapter?
What do we mean by ecology?
Manipulation.
Ecology: NLP style.
Ethics and qualifi cations.
Codes of practice.
9 CONVERSATION PIECES.
GLOSSARY.
REFERENCES.
INDEX.
Report
"The book provides practical tools for decoding marketing problems time taken to absorb its findings will be time well spent " ( Managing Risk , Summer 2007)
