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When we think about the effectiveness of communications it is of course important to understand the intended audience. One of the issues with standard research is that it is not designed to scientifically identify and analyse the messaging priorities or persuasion preferences that are intrinsic to gaining the best possible rapport with particular audiences. And it does not provide a direct process for helping communications match those preferences.
Where that matching is achieved, we have optimum rapport with an audience. When we have rapport, the audience is more likely to engage, be motivated and be persuaded by our messages.
ESP have developed a customer rapport modelling process that is adapted from established behavioural psychology models and combined with their expertise in marketing.
In-depth interviews are conducted with a sample representing a particular behaviour or context that is significant in your relationship with them. These interviews are usually over the phone, though they can be face to face and there is an online version. These interviews, adapted from clinical therapy, ladder down to the underlying motivators. A transcription is then processed in a unique system to identify and quantify the motivational, structural and communication preferences hidden within their language.
The resulting ‘Dashboards’ are ideal as planning and briefing tools and behind them are more detailed descriptors of rapport motivators and communication preferences supported and illustrated by examples of audience verbatims.
Together, they provide a highly effective model for communicating effectively with that audience as well as a format for comparing and contrasting different audiences or sub-sets of an audience. If you have ever had a campaign that works well with one segment but not at all with another, similar segment, this process will tell you why.
And of course, it will also tell you what to do about it, as there is a related process for objectively guiding the development of marketing materials by assessing their ability to gain rapport with the audience and suggesting ways to enhance that rapport.
Where you have interactions online, you can identify the motivational hierarchies and personality preferences of large volumes of individuals using ESP's innovative software. With this software, you can even offer individuals automated, tailored personality profiles either from a website or email link.
Not only is this a low cost way to track audience motivators over time and in larger numbers, it also means that the data trail from each individual can automatically tailor any communication to that person for optimum rapport on any subject or for any purpose.
These systems enable the ongoing tracking of overall audiences and the delivery of perfectly attuned messages to individuals or clusters of individuals. The process has been successfully applied to TV advertising, press, outdoor media, digital media, direct mail, sales presentations, collaterals and telemarketing. Where it's been possible to measure, they have always produced improvements, quite dramatic in many cases.
Practical application of audience insight
