Includes bibliographical references (page 329) and index.

Cover -- CONTENTS -- FOREWORD -- ACKNOWLEDGEMENTS -- ABOUT THE AUTHORS -- INTRODUCTION -- CHAPTER 1: TAKING THE BRIEF -- WHAT'S IN THIS CHAPTER? -- THE IMPORTANCE OF THE FIRST STEPS -- BEING AT YOUR BEST -- THE DANCE OF COMMUNICATION -- READING THE SIGNPOSTS -- TRUE LISTENING -- QUALITY QUESTIONS -- ELICITING VALUES -- SETTING THE SCENE -- NLP FRAMES -- CHECKLIST FOR TAKING THE BRIEF -- CHAPTER 2: RESPONDING TO THE BRIEF -- WHAT'S IN THIS CHAPTER? -- WHAT'S THE POINT OF WRITING A PROPOSAL? -- PROPOSAL OR ACTION PLAN? -- THE POWER OF WORDS -- USING VALUES TO ENHANCE THE ACTION PLAN -- DOCUMENT STYLE AND CONSTRUCTION -- THINKING LIKE THE CLIENT -- ACTION PLAN WRITING GUIDELINES -- CHAPTER 3: THE SAMPLE -- WHAT'S IN THIS CHAPTER? -- RECRUITMENT -- CHARACTERISTICS -- VAK SUBQUOTAS -- RECRUITMENT APPROACHES -- CHAPTER 4: RESEARCH INTERVIEWS -- WHAT'S IN THIS CHAPTER? -- OVERVIEW -- HOW WE CREATE OUR REALITY -- HOW DOES THE PROCESS OF FILTERS AND COMMUNICATION WORK? -- REFRAMING -- ENVIROMETICS -- RAPPORT -- ROLE -- THE TOPIC GUIDE -- HANDLING INDIVIDUALS -- ANIMATING THE GROUP -- GROUPS VS DEPTHS -- PROJECTIVE AND ENABLING TECHNIQUES -- CHAPTER 5: UNDERSTANDING WHY PEOPLE BEHAVE THE WAY THEY DO -- WHAT'S IN THIS CHAPTER? -- UNDERSTANDING PEOPLE -- THE FIVE SENSORY FILTERS -- EYE ACCESSING CUES -- PRIMARY INTEREST OR FOCUS OF ATTENTION -- GLOBAL-SPECIFIC: CHUNK SIZE -- RELATIONAL SORT FOR DECISION: SAMENESS-DIFFERENCE (MATCHING-MISMATCHING) -- MOTIVATING ATTENTION FILTERS -- OPTIONS-PROCEDURES -- TIME SORT: PAST, PRESENT, FUTURE -- DECISION-MAKING -- USAGE -- CHAPTER 6: THE ANALYSIS -- WHAT'S IN THIS CHAPTER? -- TO ANALYSE OR NOT TO ANALYSE? -- ONE WAY OF WORKING -- RECORDING THE INTERVIEW -- ANALYSIS -- HOW DO WE ELICIT THIS INFORMATION? -- SUMMARY -- CHAPTER 7: PRESENTING YOUR FINDINGS -- WHAT'S IN THIS CHAPTER? -- PUTTING IT ALL TOGETHER -- THE PRESENTATION PROCESS -- VIDEOCONFERENCING -- CHAPTER 8: ETHICS, ECOLOGY AND CODES OF PRACTICE -- WHAT'S IN THIS CHAPTER? -- WHAT DO WE MEAN BY ECOLOGY? -- MANIPULATION -- ECOLOGY: NLP STYLE -- ETHICS AND QUALIFICATIONS -- CODES OF PRACTICE -- CHAPTER 9: CONVERSATION PIECES -- GLOSSARY -- REFERENCES -- INDEX -- Last Page.

There is growing interest in the use of Neuro Linguistic Programming (NLP) as a Qualitative Market Research technique. NLP was previously used in psychology to understand how people think and react, and as a tool in self-development, interpersonal skills and business, looking at how our brains think and experience the world.

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