Consultants critically analyze language as data to identify and map the core meaning and motivational potential of specific language. Particularly effective in separating the intellectually interesting from potentially behaviorally motivating. Linguistic analysis identifies how respondents’ use of specific words and phrases impact:
- Their understanding of and reaction to a message.
- The meaning they take away from the communication.
- The message’s motivational capability, and
- How the message fits into a respondent’s decision-making process.
This permits us to identify how the sequencing of message elements (ordering of words, phrases, and ideas), the context or situation within which the communication occurs, and the specific words and phrases with which the message is crafted impact a respondents’ understanding of and reaction to the message, and to make recommendations on changes designed to maximize impact.