Linguistic Gymnastics
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An emerging discipline, Language and Behaviour Profiling (LAB), might offer a way forward in consumer research, personnel training, product and communications development. Based on the broad field of Neuro Linguistic Programming (NLP), LAB is a technique for discovering what happens at the unconscious level in consumers' minds. It tells us how they relate to brands; what 'turns them on' and what makes them feel good about purchasing or using a service.
The big difference, compared with current research methods, is that LAB focuses on what has happened to consumers in the past and what their main drivers were for behaving in a particular way. People use certain language to describe their experiences, which have been filtered by their unconscious into a 'manageable' form that can be related to others. This only accounts for about 10% of what actually happened. LAB techniques, using a simple set of questions surrounding events in the customers' experience, allow us to access the remaining 90% of 'what happened' to motivate purchase and provide the key to influencing future behaviours.
