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The Science of Rapport
ESP is a marketing consultancy with a unique research and analysis process. Born from their long experience in marketing combined with qualifications in behavioural therapy; the process helps marketers improve the way they engage and communicate with their audiences. Identifying and utilising an audience’s rapport preferences can be the difference between success and failure, profit and loss, awareness and obscurity.
When you use ESP, they not only identify, measure and chart for you the constituents of any audience’s ‘rapport model’. They also analyse the visual and language elements of any communication in any medium in a pragmatic, objective and scientific method.
The key ‘rapport structures’ hidden within visuals and language are all around us; in our entertainment media, our conversations, business communications, architecture and art. They are there naturally and they fulfil a fundamental role; they affect the likelihood of that communication engaging with particular people and holding their attention.
Mostly, we incorporate these structures into our interactions with people naturally and unconsciously in order to achieve rapport. Your most successful marketing campaigns must be doing that. The most successful copywriters and art directors do that, albeit instinctively and unconsciously; and not all of the time.
ESP believe that we can all interact more effectively if we understand and apply these structures consciously. It is no surprise that we see high degrees of match between audience rapport models and the structures of campaigns that results show are already engaging and influencing them.
Over the past twelve years, ESP have researched and catalogued these ‘rapport structures’ and incorporated them into a sophisticated search engine which can be used to analyse both an audience’s language in interviews and the fulfilment of that model in any communication.
The outputs are very simple to apply; they measure the ways in which any communication is likely to engage, persuade and motivate your audience and it illuminates any ways or areas in which the rapport – and therefore the effectiveness - can be enhanced.
This is an ideal planning, briefing and assessment format.
"I think we should
experiment using
these techniques to
predict effectiveness -
it is so worthwhile for
marketing teams
involved in advertising"
Jo Pabari
Corporate Research Manager
Why it works
