1. © 2004 Bertram Group Consulting 1 Reading Between The Lines QRCA Annual Conference October 29, 2004

2. © 2004 Bertram Group Consulting 2 Why They Don’t Just Say It Respondents and clients do not explicitly express their true thoughts and feelings due to fear of: –Ridicule –Embarrassment –Rejection They may be intimidated by terminology They may feel social distance from others Our efforts to put them at ease are unlikely to completely eliminate all inhibiting forces

3. © 2004 Bertram Group Consulting 3 Active Listening Is: Much more than perking up your ears to hear the spoken words Setting aside assumptions and personal biases A practiced skill set: –Recognizing clues –Exploring clues –Responding to emotion

4. © 2004 Bertram Group Consulting 4 Active Listening Is: Complimentary to body language and neurolinguistics Comprehensive regarding all forms of communication –Words that are spoken =7% –Tone of voice = 3% –Body language = 60%

5. © 2004 Bertram Group Consulting 5 Recognize the Clues Unshared ideas, concerns or expectations are likely to be reflected in or implied by recognizable clues Clues may be spoken –Speech editing Repetition of statement or phrase Speech censorship or prolonged, reflective pauses

6. © 2004 Bertram Group Consulting 6 Recognize the Clues –Personal stories Appear tangential or off track –Problem solving statements or questions Represent an effort to resolve an unspoken issue “Loaded” questions –Expressions of emotion Direct Projected Vivid or heightened intensity

7. © 2004 Bertram Group Consulting 7 Recognize the Clues Clues may be observed in behaviors –How respondents: Examine a product Work on a written exercise –How clients: Manage the logistics of a meeting Interact with other company or agency observers

8. © 2004 Bertram Group Consulting 8 Be Aware of Moderator Constraints Time Discussion guide Meeting agenda Fear of addressing the issue or emotion Easier to avoid Already know the answer Lack of elicitation skills

9. © 2004 Bertram Group Consulting 9 Value of Clue Recognition and Follow Up Uncover critical information that fulfills objectives and actually saves time –Similar to patient/physician interactions Underlying concerns not addressed Patient does not think real problem was addressed, so does not follow physician’s recommendations –Moderators experience “diagnostic” pitfalls, based on assumptions

10. © 2004 Bertram Group Consulting 10 Skills to Hone Ask direct questions about feelings –“How do you feel about switching to a different brand?” Reflect statements or behaviors –“You are frustrated. Help me understand why.” –“I notice your clenched fist. What are you feeling?”

11. © 2004 Bertram Group Consulting 11 Skills to Hone Displacement –Shifting ownership of a thought or idea to others “Some people might be skeptical about this product. How do you feel about it?”

12. © 2004 Bertram Group Consulting 12 Skills to Hone Normalizing –Acknowledge expression of emotion “I see this makes you angry.” –Legitimize the emotion “Anger is one of the possible reactions people have to this issue.”

13. © 2004 Bertram Group Consulting 13 Skills to Hone Hypothesizing –Formulate a potential reaction and test it “I wonder if you are feeling overwhelmed by this?”

14. © 2004 Bertram Group Consulting 14 Skills to Hone Respond non-verbally –Use timely and appropriate silences –Create a void –This opens the door for someone else to jump in with what they are thinking or feeling

15. © 2004 Bertram Group Consulting 15 Benefits of Active Listening Greater depth of insights Reached faster and more efficiently Smoother and more satisfying relationships with clients Skills are also useful in family and personal relationships

16. © 2004 Bertram Group Consulting 16 Benefits of Active Listening A good moderator brings added value beyond just covering each point on the discussion guide or meeting agenda. Active listening skills can be used to reveal truths that make a difference.

17. © 2004 Bertram Group Consulting 17 Benefits of Active Listening (adapted from Peter Drucker) Some moderators make things happen Some moderators watch things happen Some moderators wonder what happened _____________________ The difference is active listening