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

1© 2004 Bertram Group Consulting

Reading Between The Lines

QRCA

Annual Conference

October 29, 2004


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


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


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%


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


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


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


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


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


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?”


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?”


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.”


Skills to Hone

• Hypothesizing– Formulate a potential reaction and test it

“I wonder if you are feeling overwhelmed by this?”


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


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


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.


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

Documents

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