11/20/2018 0 Comments Clotaire Rapaille The Culture Code PdfThe core idea of this pleasant, accessible book is easy to grasp: Culturally specific codes shape people’s understandings, behaviors and emotional responses. French-born psychoanalyst and marketing maven Clotaire Rapaille brings a useful perspective shaped by his experiences as a U.S. Immigrant to his discussion of what he calls “Culture Codes.” His methods for tapping into these codes are straightforward. However, some of his conclusions lead to fairly sweeping, general claims about overall national cultures. His explanations of coded cultural instincts and actions are still interesting, particularly when he delves specifically into American, French, English, German, Japanese and other societies. GetAbstract suggests his book to those interested in cultural differences and those responsible for tailoring marketing concepts to reach specific national audiences around the world. 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The Culture Code Description The Culture Code is a method developed by Clotaire Rapaille in an effort to bypass consumers’ emotional and logical levels of thinking to gain access to the reptilian level of our minds, which consists of our base desires. Rapaille insists that this is a more effective marketing technique because products that are marketed with the right culture code will appeal to us from an unknown and inner familiarity. Difficulty: Very Hard Ingredients Room People (focus group); about 20 members required Chairs Pillows Pen and notepad Scissors Magazines Procedure Step 1: Logical Information Gathering Data Collection: The first step is to gather all the members of your focus group into a room and have them sit on chairs. The questioner asks each participant to explain what comes to mind when a certain word is said. Data Analysis: The answers gathered are logical answers, which means they are not very relevant to the outcome. However, this collection technique conditions the participants for future exercises where the targeted responses are taken from. Time Length: about 1 hour • Step 2: Logical Information Gathering Data Collection: After a short break, the focus group returns to another line of questioning. The questioner asks the group to explain what a word means as if they were a visitor from another planet. Data Analysis: These questions force the participants to think in a very filtered and logical way in order to get their point across. Why are people around the world so very different? What makes us live, buy, even love as we do? The answers are in the codes. In The Culture Code, internationally revered cultural anthropologist and marketing expert Clotaire Rapaille reveals for the first time the techniques he has used to improve profitability and. Download online The Culture Code: An Ingenious Way to Understand Why People Around the World Buy and Live as They Do, The Culture Code: An Ingenious Way to Understand Why People Around the World Buy and Live as They Do Clotaire Rapaille pdf, by Clotaire Rapaille The Culture Code: An Ingenious Way to. ![]() Again, answers are logical, so we do not need the answers. We need the exercise to condition the focus group. Time Length: about 1 hour Step 3: Emotional Information Gathering Data Collection: The next activity after another short break, involves participants to create a collage out of magazines representing their feelings about a word. Data Analysis: The focus group is faced with the task of expressing themselves more emotionally with the help of a collage. The emotional responses are not important for the exercise that lies ahead. This another conditioning activity. Time Length: about 1 hour Step 4: Reptilian Brain Information Gathering Data Collection: The final step of Rapaille’s method gets at the participants’ reptilian mind. When the focus group returns after another break, the room lights have been turned down, pillows lie in place of the chairs, and soothing music is being played in the room. The participants are asked to lie down and unwind until everyone reaches a deep state of relaxation. This is when questioning begins. The participants are asked to think back to their earliest childhood memory of a certain word. Data Analysis: The responses from this section is what Rapaille is really looking for. By figuring out what a consumer’s earliest or most powerful memories are, the researcher can potentially figure out what their audiences true feelings are of a word or idea and their desires. Time Length: about 1 hour Analysis: Rapaille’s testing all leads up to the answer from the reptilian mind. The first three steps are preliminary ways in which Rapaille prepares his focus group volunteers to give true, insightful answers from their reptilian brain.
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