Creating Communication Strategies Guided by 4-Quadrant Models

1. Creating Communication Strategies Guided by 4-Quadrant Models Kirk Bridgman, M.B.A.

2. A Classic Communication Strategy Model (Berlo) Now Almost 50 Years Old Sender Message Channel Receiver

3. Times Have Changed – New Research and New Approaches Sender Behavior Processes Receiver Behavior Processes Messaging Needs to Reflect Behavior Processes

4. In 1978 Ned Hermann developed an assessment protocol to profile Thinking Styles in accordance with his 4-quadrant brain dominance theory, now known as the Whole Brain Quadrant Model

5. The Whole Brain Quadrant Model is only one of many 4-quadrant behavioral models All provide similar results although starting from different directions There must be something to the idea that we can roughly categorize perception and behavior in a simple, easy to use, and easy to understand framework. Most 4-quadrant models evaluate using two scaled continuums, one forming the vertical axis of the model, the other forming the horizontal.

6. Some Examples of 4-Quadrant Models: Gregorc Model, used primarily by educators, has implications for teaching and learning styles. Scale continuums: Concrete ↔ Abstract Sequential ↔ Random Merrill-Reid Model focuses on observable social behavior. Scale continuums: Asks ↔ Tells Controls ↔ Emotes DISC Model, very popular for business applications, is most useful for individual performance and team development. Scale continuums: Task ↔ People Process ↔ Quick

7. PS: RESEARCH! & Consulting uses various 4-quadrant models to: Better understand the communication needs of both senders and receivers Develop approaches to improve interpersonal as well as group communication and organized messaging between senders and receivers

9. Group discussions

10. Formal and informal presentations

11. Education and information delivery

14. Most individuals and groups have one dominant preference quadrant

15. Two secondary preference quadrants

17. Are decoded faster

18. Provide more clear understanding for the receiver

19. Enable quicker response

22. Proof of validity

23. Research references

24. Quantifiable numbers

26. Pictures, metaphors, overviews

27. Freedom to explore

28. Quick pace and variety in format

30. Complete subject chunks

31. Practical applications

32. Examples

34. Personal connection

35. Use of the senses

36. User-friendly experience

38. Example A How would individuals with various dominant quadrant preferences tend to decide on the purchase of a new computer? HOW - I want this computer because for $2,000 I get a 2.1 Ghz processor, 10/100/1000 ethernet, 4 GB of ram, 750 GB hard drive, DDR3 SDRAM memory, rewritable DVD drive and a Windows 7 operating system. WHAT - I want this computer because it was voted best value by “Consumer Reports,” has a 3 year limited warranty, and lifetime technical support. WHO - I want this computer because I like the color, the monitor is big, and because the salesperson was very helpful and said that if I had any problems I can always talk with a technical person in the store. WHY- I want this computer because the new design is great, the fact that the speakers simulate holophonic sound means I can meditate listening to my CD’s without having to put on headphones and I can access the data on my hard drive from my cell phone easily.

40. Don’t usually start conversations

41. Serious demeanor

42. Closed posture

43. Extremely organized

45. Accommodating and helpful

46. Create relationships easily

47. Casual, simple clothing

48. Laugh quietly and often

50. Formal demeanor

51. Take leadership roles

52. Erect posture

53. Ask challenging questions

55. Talk about themselves

56. Somewhat disorganized

57. Wear bright colors

58. Open posture

60. Analyze issues

61. Argue rationally

62. Measure precisely

63. Understand technical elements

65. Challenge established policies

66. Recognize new possibilities

67. Generate ideas

68. Take risks

70. Stand firm on issues

71. Keep track of events

72. Exercise self discipline

73. Talk of planning and control

75. Provide support

76. Consider values

77. Share and care

78. See interpersonal difficulties

80. Respondent chooses which statement is most typically “like them”

81. 10 minutes to complete assessment

82. Easy to score

83. Graphical reporting shows preference relationship across all 4 quadrants

84. Easy interpretation of:

85. Dominant preference quadrant

86. Secondary preference quadrants

87. Recessive quadrant

89. Example B Assessment reporting for Individual X screened for participation in a qualitative marketing research study of health product consumers HOW WHY WHO WHAT

90. Example B Shaping One-on-One Communication With Individual X Keep in mind relative importance of basic orientation REFLECTIVE WHY FUTURES Vision New Concepts Intuition Environment Synthesis HOW FACTS Logic Analysis Measurements Performance Efficiency ABSTRACT CONCRETE WHAT FORM Methods Resources Organization Sequence Control WHO FEELINGS Personal Values Relationships Communications Emotions Recognition EXPRESSIVE

102. Examples

108. Example B Shaping One-on-One Communication With Individual X Choose words that can be related to easily Some good word cues crossing WHOandWHAT quadrants: The green light INDICATES you are ready to proceed. What are some SIGNIFICANT examples? What are your most VIVID impressions? . . . REPRESENTS how easy it is to control what you see and hear. Some good word cues crossing WHOandWHY quadrants: What are your CONCERNS about what you saw or heard? Tell me your immediate IMPRESSIONS. Why do you BELIEVE . . .? Why would someone REACT in that manner?

109. Example B Shaping One-on-One Communication With Individual X Choose words that can be related to easily SomeHOWquadrant word cues to probably avoid using: On a scale of 1-10 how do you EVALUATE . . .? On quick EXAMINATION we can see that . . .. Statistics show no adverse CONSEQUENCES. What OUTCOMES do you expect?

112. N=100 results compiled and composite cohort quadrant preferences reported

125. Examples

131. 4-quadrant models are easy to use and understand

132. The Communication Style Preference Model (CSPM) is consistent with other 4-quadrant behavioral model theories

133. CSPM provides information about what communication approaches specific individuals and groups most easily relate to and are most comfortable with

Creating Communication Strategies Guided by 4-Quadrant Models

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Creating Communication Strategies Guided by 4-Quadrant Models