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Understanding Customers | Understanding Communications | Improving Communications | Applied Thinking
Core Products
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ESP understands customer focused marketing.
We provide solutions that enhance in-depth understanding of individuals, customers,
prospective customers
and company personnel in terms of their underlying motivations, attitudes and
beliefs.
Understanding these elements; either content specific or
at a structural level; allows much greater interactivity
helping to influence performance, sales, communication and profit.
We can determine whether communication to your target audience
is as effective as it could be. How do we do this?
We look for optimum performance of your chosen language and images. Software
packages optimise the most engaging
and motivating language structure and visuals based on empiric profile data
of the UK population.
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Motivation and Attitude Profiling (MAP)
Understanding what motivates customers to use a product
or service, and the correct application of this,
is at the heart of successful marketing.
MAP analysis results enable translation of knowledge into
the communication process so that
you can predict and influence the behaviour of a wider audience.
MAP will determine tangible and measurable insights into
the motivational hierarchy of audiences
to influence communications and ultimately increase response.
MAP is a modelling process that captures an individual's
values and motivations around specific behaviour,
why they purchased, signed up or donated and so on. With this level of insight
you can determine the best,
most efficient and effective way to win people over and keep them.
Through direct one to one telephone interviews, ESP uncovers
and records people's motivation, far deeper
than conventional research. Analysis software interprets research and produces
a bespoke signature.
Any proposed communication is then run in conjunction with
this signature. MAP provides a model of key
audiences with methods to overlay that audience signature onto a communication
platform helping to better
match audience values, pushing the right buttons for the desired effect.
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Psychographic Attitudinal Research (PAR)
PAR uses neuro linguistic programming questioning
techniques, carried out by highly trained telephone
researchers, to ladder down beyond traditional attitudinal research to discover
attitudes, beliefs, trends and values.
This type of research is ideal for small, highly targeted
campaigns that require specific clarification around key issues
- ensures a deeper level of understanding into what traditionally is merely
a top level basic collation of information.
It establishes both quantitative and qualitative insights giving strategic and
tactical guidelines to attitudes.
By using PAR you will establish clear distinctions around
key issues, possibly supporting other marketing activity,
which could ultimately provide time and financial benefits.
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Behavoural Filters
ESP's Behavioural Filters are a marketing based version
of Myers Briggs personality profiling.
Filtering establishes individual personality and subsequently allows behavioural
predictions.
Understanding these fundamental filters provides a unique
way to segment and identify customers
based on psychographic profiles. Filters reveal how we receive information,
process information and
communicate with others.
Used as a personality profile, behaviour can be predicted
in areas such as sales, loyalty, communication
preferences and learning styles. Filters determine how customers receive, process
and communicate information.
They provide pointers to your current communications and how these could be
improved as well predicting
future behaviour of a chosen audience.
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2. Understanding Communications
We won't baffle you with science.
ESP's software packages provide structural analysis of any form of communication.
We can determine whether communication to your target audience is as effective
as it could be.
How do we do this? We look for optimum performance of your chosen language and
images.
Software packages optimise the most engaging and motivating language
structure and visuals
based on empiric profile data of the UK population.
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Linguistic Analysis Software (LAS)
LAS uses a bespoke database which analyses structural and linguistic
effectiveness of any communication.
ESP's consultant team identifies word and sentence construction with language
patterns proven to maximise
response, or not.
We then highlight areas for structural and content improvement.
- Predictates determine how engaging, relevant and interesting copy is to
its given audience.
- Modal Operators highlight words or phrases that drive motivation and action.
- Advanced Language Patterns consider sentence construction, communication styles,
hypnotic suggestions,
embedded commands and unconscious but stimulating neurological linguistic links.
So why use LAS? Imagine having the power to vastly improve any
communication without any
specific customer insight. The system gives a fascinating look at the structural
differences between
effective and less effective communications.
It also provides objective indicators on how messages can be adjusted
to increase audience
engagement, attention and understanding.
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Visual Analysis Software (VAS)
VAS analysis can measure the effectiveness of the visual
components of a communication,
from press to TV advertisement, which are benchmarked against known influential
visual archetypes.
-Behavioural Analysis looks at the personality profile of a communication and
who it will best appeal to.
- Sub Modalities reveal the impact and potential motivation
of any image.
- Eye Tracking indicates communication eye tracking giving clues to readability.
- Eye Accessing Cues highlights how a communication is processed through the
reader's neurological make-up.
- 4 Matte checks for representation of the four main learning styles and the
appropriate order for maximum
understanding and response.
So why use VAS? It makes visual communication more motivating
and allows accurate prediction of
respondent behaviour. At any design stage, improvement areas are highlighted
with a guide to structure
the communication in a more accessible and attractive way. LAS and VAS also
work in tandem providing
maximum communication analysis.
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You will already have benefited from using ESP'sUnderstanding Communications
and Understanding
Customers packages. You can now extract and apply that information already learnt
to enhance the
communications process.
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Gap Analysis (GAP)
Coming Soon - Please check for an update shortly...
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Communications Analysis
Coming Soon - Please check for an update shortly...
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Creative Development
Ever carried out a piece of enlightening research and
never applied what you've learnt?
Or given a creative brief which is unfulfilled? Perhaps your want to take a
more hands on approach with
the creative process? ESP allows scientific validation of creative 'gut feel'.
So first the brief:
Brief augmentation provides the remote feedback of ESP's outputs into the creative
briefing process,
giving in depth interpretation for use by the creative team.
Then the creative briefing meeting:
This is THE opportunity to share ESP's insights, providing clarity, understanding
and the method to implement
findings. We facilitate the briefing session introducing ESP's methodologies
and reviewing the analysis findings.
After interpretation, findings can then be applied to the creative development.
ESP will help to establish clear objectives
and how to measure their effectiveness. It's all about creative development
to meet the brief in line with the analysis undertaken.
We then score new creative work, visuals and copy, to establish potential effectiveness against targets.
The benefits? Creativity becomes measurable, actionable, easily interpreted, objective and practical.
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Communication Workshop
There is no better way than workshop sessions to introduce what
you've learnt.
We'll ensure internal integration and manage bespoke training on how to employ
ESP's
techniques on an on-going basis.
We focus on integrating the findings and methodology behind ESP's
outputs. Sessions include training
on Linguistic and Visual Analysis Software, Motivational Attitudinal Profiling
and Behavioural Filters.
You and your team will understand and be able to utilise the tools
now available to you at work and at home.
Many of ESP's techniques address underlying communication and behavioural filters
which are transferable
to all areas of business and personal life.
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Coming Soon. Please check for an update shortly...
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Psychographic Training
Coming Soon. Please check for an update shortly...
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Structured Brainstorming
Why attend a Structured Brainstorming Session?
Focused method of brainstorming that is measurable and actionable
and involves all participants;
useful for issue resolution, product development, ideas generator, defining
objectives, generating
business plans
What is Structured Brainstorming?
Structured Brainstorming is a highly productive tool that produces
actionable ideas categorised by effectiveness and feasibility within specific
time frame, it also delivers
new ideas that are strategically smart and balance the need of the customer
with competitive advantage.
How is Structured Brainstorming structured?
Session includes:
- Issue identification and objective setting; top line coaching
- Magic Wand: breaks through existing constraints (real or perceived) to define
the ideal goal or direction to solving a problem
- Feasibility, Difference and Value Study, ideal for product/service development
it will identify keys areas that have most potential,
greatest value to customer, will give most competitive advantage and are most
feasible to implement
- Appraisal Wheel : establish hierarchy of importance of stated objectives;
assess where we are now and where we need to
be to achieve them; identifies short, medium and long term goals
- Goal Clarification: group coaching around identified goals; goal is 100% realized
within session
- SMART goal setting: is an appraisal system for setting realistic and achievable
goals, timed and accounted for evenly
within group
What are the benefits of a Structured Brainstorming Session?
- Builds group rapport and communication - Provides tangible and measurable
results
- 3rd party facilitated; objective approach, paced and controlled
- Translatable into business/marketing plans
- Refocuses them onto customers and competitive advantage
- Converting 'blue sky' techniques into tangible action
- Learn specific techniques for brainstorming and goal setting in the future
Who should attend a Structured Brainstorming Session? -
Anyone who wants to achieve goals, solve issues, gain clarity.
- Marketing teams, management, sales teams, quarterly review meetings
What if I attend a Structured Brainstorming Session? You
will realise how easy it can be to get positive solutions
to problems, have actioned them and seen the results all within one session.
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Creative Thinking Workshop
"Very good. It was excellent to see examples of the theory
used and practised to increase understanding and application"
Why attend Creative Thinking Workshops?
Ever get the business equivalent of writer's block? Do you need something new
and exciting to offer employees?
Do you want to utilise what you learn and have fun at the same time? The Creative
Thinking Workshops enable
everyone involved to contribute at the same level and generates new and refreshing
solutions to creative processes,
product development, sales approach, management techniques, confidence.
What is a Creative Thinking Workshop?
A hands on workshop designed to give people different approaches to generating
ideas; great for creatives after
a boost and non-creatives who want to be able apply creative thinking to their
jobs and in their personal life
How is a Creative Thinking Workshop structured? It is structured
to provide a number of techniques that will
enhance people's creative thinking abilities generally.
Session includes:
- Structured Inventive Thinking: uses deconstruction methodology to produce
a fast objective and effective way of
developing new products, advertising, brand and marketing strategies.
- FCUK Model: gives the ability to understand, recognise and negotiate the reasons
for miscommunication and the
specific language patterns and strategies to overcome them.
- Lateral Thinking: a three step process based on the work of Edward de Bono
(the inventor of Lateral Thinking) for
easily applying lateral thinking to any problem-solving situation. Works for
both individuals and groups.
- Internal State Control: Exercises and techniques for controlling your internal
state to maximise your creative potential.
Plus a technique for programming the unconscious mind to produce certain solutions.
What are the benefits of Creative Thinking Workshops?
- Generates new solutions to old problems
- Gives insight into creative techniques
- Encourages lateral thinking
- Creates a benchmark before and after
- Applies techniques in everyday situations
Who should attend the Creative Thinking Workshop?
- Anyone who needs or wants to think more creatively; generate new ideas,
learn how to achieve more and think laterally
- Creatives, account management, managers, team leaders, HR, planners, strategists,
teams
What if I attend the Creative Thinking Workshop? Think
of the next time you are stuck for a fresh approach,
brainstorming has run dry or you just need to inspire your team; you now have
the tools to use to
get those new ideas easily.
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Structured Group Thinking
Coming Soon. Please check for an update shortly...
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Psychographic Coaching
"It's amazing to learn why people act the way they do and
what makes you respond to them."
Why attend Psychographic Group Coaching?
- Ever had disputes between teams or departments that you would like to resolve?
- Want to understand yourself and your colleagues in terms of communication
styles?
- Like to be able to transfer those skills throughout your career and home life?
With the advent and benefits of one to one coaching ESP have developed
a structure whereby entire
groups and teams can benefit as a whole in being more productive, results focussed
and communication
far more efficiently.
What is Psychographic Group Coaching?
It takes traditional models of Belbin and Myers Briggs profiling one step further
with personality profiles
being utilised and understood in others as well as self.
By understanding group dynamics at this fundamental level these
learnings can be used in every day life
to communicate more effectively; being able to get what you want whilst with
the support and agreement of all involved!
This ultimately makes improvements to one to one communications and strengthening of teams.
How is Psychographic Group Coaching Structured?
- Communication Model : overview on how we communicate with others
- Individual Behavioural Filter elicitation: one to one meeting with trained
life coach
- Personal profile summary: how you receive, process and communicate information
- Behavioural Filters : what they mean and how to utilise them personally and
in others
- Team Dynamics : how to use learnings to get optimum results from team
What are the benefits of Psychographic Group Coaching?
- Improve your group communications
- Increase rapport
- Increase productivity
- Reduce staff turnover
- Integrate your customers values with your teams values
- Achieve co-operation and understanding in the workplace
Who should attend Psychographic Group Coaching?
- Anyone who would benefit from knowing how to communicate with their colleagues
more efficiently.
- People who work in teams; marketing departments, board members, accountants,
product developers,
What if I attend Psychographic Group Coaching?
Imagine being able to understand how your colleagues tick, what pushes their
buttons and how they will
respond best to your suggestions. Consider how much more focussed and relaxed
you will be knowing how
to deflect bad feelings in the workplace. Finally, think about the time you
will save when the group you
are with work fluidly, successfully and enjoy it!
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