By Ben Mack Research
Atlanta, GA · Ben Mack Research

And Sharon Livingston, Ph.D.
THE LIVINGSTON GROUP FOR MARKETING
Londonderry, NH · Sharon Livingston

Want a participant to keep talking? Then probe in the language of his or her sensory modality.

Focus group participants are often inspired to articulate themselves more fully and accurately than they could have alone. Any moderator worth his or her salt does this daily, without consciously using Neuro-Linguistic Programming (NLP) techniques. Many focus group moderators instinctually mirror a participant's representational system when asking a follow-up question or eliciting greater depth from a projective exercise.

Want a participant to keep talking? Then probe in the language of his or her sensory modality.

By Sharon Livingston, Ph.D.
THE LIVINGSTON GROUP FOR MARKETING
Londonderry, NH · Sharon Livingston

We hope all of our clients recognize that people buy benefits rather than features.

For example:

  • Time-release (feature) products are purchased because they are long acting (benefit).
  • Clear bottles let us see the purity in color and consistency of waters.
  • Dissolving tablets allow us to take medicine on the go.
  • Roller ball pens write faster.
  • Rubberized handles on scissors provide a sure grip.

By Sharon Livingston, Ph.D.
THE LIVINGSTON GROUP FOR MARKETING
Londonderry, NH

As seen in 'Connections' - April 2008 Edition, President's Letter, www.qrca.com

How's business? While some of us continue to go gangbusters, and a few are busier than ever, others report a very slow start to the year. The recession and corporate fears of what's to come have resulted in a temporary tightening of the purse strings among many clients.

Never fear. Marketing Research always survives and this, too, will pass. If you're worried about what to do in the meantime, here are some proactive approaches to take until the projects start rolling in at the rate you want. They work for me.

Contact Information

Phone: 646-600-6566

email: The Livingston Group for Marketing

Address:
The Livingston Group for Marketing, Inc.
347 W 57th St., Suite 25C, NY, NY 10019

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