Based on the longevity and usefulness of 4-Quadrant behavior models there must be something to the idea that we can generally categorize how people perceive information and what their communication affinities and biases are in a simple, easy to use and comprehend framework. Over the past several years I have developed a structure that can help us better understand these communication affinities and biases and allow us to communicate more effectively with our peers as well as our consumers.
The four quadrants of the PSRC Communication Model are as follows.
The Logical HOW Communicator
HOW communicators think analytically and don’t engage with things that are not "explainable". HOWs rely on figures and facts and on this basis they feel secure to act. HOWs generally perceive "psychobabble" as negative, but will accept it if based on unequivocal research results. “Just hold on there!” a HOW individual might reply if confronted with moods or opinions rather than facts. As a rule, HOWs then ask for key data to provide orientation for their decision making.
A HOW communicator purchasing a new computer might say, “I want this computer because for $2,000 I get a 2.1 Ghz processor, 10/100/1000 ethernet, 4 GB of ram, 750 GB hard drive, DDR3 SDRAM memory, rewritable DVD drive and a Windows 7 operating system.”
In terms of communication affinities and biases, HOWs tend to look for: precise, to the point information; proof of validity; research references; quantifiable numbers; and subject matter expertise.
Best approaches when communicating with HOWs are:
- Be systematic, thorough, deliberate and precise
- Be prepared to answer many “how” questions
- Provide analysis and facts
- Don’t get too personal
- Recognize and acknowledge the need to be logical and correct
- Don’t rush unnecessarily
- Expect to repeat yourself
- Allow time for evaluation
- Use lots of evidence
- Compliment precision and accuracy
The Creative WHY Communicator
WHY communicators constantly have fascinating ideas, which are pursued without shying away from risks. WHYs are often less concerned with implementation than with the idea. WHYs tend to follow spontaneous associations rather than formal logic. When shopping, WHYs follow their creative impulses. We can hear a WHY person saying "Great, we can do that!" or "That will definitely work!"
If the WHY communicator were purchasing a new computer, he or she might say, “I want this computer because the new design is great, the fact that the speakers simulate holophonic sound means I can meditate listening to my CD’s without having to put on headphones and I can access the data on my hard drive from my cell phone easily.”
In terms of communication affinities and biases, WHYs tend to look for: playful, surprising approaches; visuals, symbols, overviews; freedom to explore; quick pace and variety in format; and new ideas and concepts.
Best approaches when communicating with WHYs are:
- Be relaxed and agreeable
- Provide pictures and metaphors
- Allow them to explore new ideas and concepts
- Make everything seem fun and spontaneous
- Be prepared to answer the “why” question
- Allow freedom to explore options
- Agree clearly and often
- Use the word “we”
- Keep the pace quick and provide a variety in communication format
- Compliment them as team players
The Practical WHAT Communicator
Security, safety and order are important to WHATs, and they therefore tend to avoid risks. WHATs are cautious and put quite a lot of effort into achieving clarity about a particular situation. "Yes, and what is the point of all that?" a WHAT communicator might ask, or "How am I going to pay for it?"
A WHAT communicator purchasing a new computer might say, “I want this computer because it was voted best value by “Consumer Reports,” has a 3 year limited warranty, and lifetime technical support.”
In terms of communication affinities and biases, WHYs tend to look for: organized consistent approaches; complete subject chunks; practical applications; examples; and clear instructions/expectations.
Best approaches when communicating with WHATs are:
- Focus on the task
- Talk about expected results
- Be businesslike and factual
- Provide concise, precise and organized information
- Discuss and answer “what” questions
- Provide facts, not feelings
- Don’t waste time
- Don’t argue details
- Provide options
- Compliment their practicality
The Relational WHO Communicator
WHOs are outgoing and forthcoming! They cultivate friendships, enjoy being with friends and family, like going out, enjoy meeting new people, and sign contracts because the sales representative is nice - but not before consulting with those they trust. "Oh, we can do that." say WHOs, and at a party a WHO individual is an absolute hit.
The WHO person buying a new computer would most likely say, “I want this computer because I like the color, the monitor is big, and because the salesperson was very helpful and said that if I had any problems I can always talk with a technical person in the store.”
In terms of communication affinities and biases, WHOs tend to look for: involvement; personal connection; use of the senses; user-friendly experiences; as well as sharing and expressing.
Best approaches when communicating with WHOs are:
- Focus on relationships
- Be enthusiastic, open and responsive
- Relate to the need to share information, stories and experience
- Be forthcoming and willing to talk
- Ask and answer “who” questions
- Work to minimize direct involvement with details or personal conflicts
- Stress values
- Don’t rush them
- Self disclose
- Compliment them on everything
The four quadrants of the PSRC Communication Model are as follows.
The Logical HOW Communicator
HOW communicators think analytically and don’t engage with things that are not "explainable". HOWs rely on figures and facts and on this basis they feel secure to act. HOWs generally perceive "psychobabble" as negative, but will accept it if based on unequivocal research results. “Just hold on there!” a HOW individual might reply if confronted with moods or opinions rather than facts. As a rule, HOWs then ask for key data to provide orientation for their decision making.
A HOW communicator purchasing a new computer might say, “I want this computer because for $2,000 I get a 2.1 Ghz processor, 10/100/1000 ethernet, 4 GB of ram, 750 GB hard drive, DDR3 SDRAM memory, rewritable DVD drive and a Windows 7 operating system.”
In terms of communication affinities and biases, HOWs tend to look for: precise, to the point information; proof of validity; research references; quantifiable numbers; and subject matter expertise.
Best approaches when communicating with HOWs are:
- Be systematic, thorough, deliberate and precise
- Be prepared to answer many “how” questions
- Provide analysis and facts
- Don’t get too personal
- Recognize and acknowledge the need to be logical and correct
- Don’t rush unnecessarily
- Expect to repeat yourself
- Allow time for evaluation
- Use lots of evidence
- Compliment precision and accuracy
The Creative WHY Communicator
WHY communicators constantly have fascinating ideas, which are pursued without shying away from risks. WHYs are often less concerned with implementation than with the idea. WHYs tend to follow spontaneous associations rather than formal logic. When shopping, WHYs follow their creative impulses. We can hear a WHY person saying "Great, we can do that!" or "That will definitely work!"
If the WHY communicator were purchasing a new computer, he or she might say, “I want this computer because the new design is great, the fact that the speakers simulate holophonic sound means I can meditate listening to my CD’s without having to put on headphones and I can access the data on my hard drive from my cell phone easily.”
In terms of communication affinities and biases, WHYs tend to look for: playful, surprising approaches; visuals, symbols, overviews; freedom to explore; quick pace and variety in format; and new ideas and concepts.
Best approaches when communicating with WHYs are:
- Be relaxed and agreeable
- Provide pictures and metaphors
- Allow them to explore new ideas and concepts
- Make everything seem fun and spontaneous
- Be prepared to answer the “why” question
- Allow freedom to explore options
- Agree clearly and often
- Use the word “we”
- Keep the pace quick and provide a variety in communication format
- Compliment them as team players
The Practical WHAT Communicator
Security, safety and order are important to WHATs, and they therefore tend to avoid risks. WHATs are cautious and put quite a lot of effort into achieving clarity about a particular situation. "Yes, and what is the point of all that?" a WHAT communicator might ask, or "How am I going to pay for it?"
A WHAT communicator purchasing a new computer might say, “I want this computer because it was voted best value by “Consumer Reports,” has a 3 year limited warranty, and lifetime technical support.”
In terms of communication affinities and biases, WHYs tend to look for: organized consistent approaches; complete subject chunks; practical applications; examples; and clear instructions/expectations.
Best approaches when communicating with WHATs are:
- Focus on the task
- Talk about expected results
- Be businesslike and factual
- Provide concise, precise and organized information
- Discuss and answer “what” questions
- Provide facts, not feelings
- Don’t waste time
- Don’t argue details
- Provide options
- Compliment their practicality
The Relational WHO Communicator
WHOs are outgoing and forthcoming! They cultivate friendships, enjoy being with friends and family, like going out, enjoy meeting new people, and sign contracts because the sales representative is nice - but not before consulting with those they trust. "Oh, we can do that." say WHOs, and at a party a WHO individual is an absolute hit.
The WHO person buying a new computer would most likely say, “I want this computer because I like the color, the monitor is big, and because the salesperson was very helpful and said that if I had any problems I can always talk with a technical person in the store.”
In terms of communication affinities and biases, WHOs tend to look for: involvement; personal connection; use of the senses; user-friendly experiences; as well as sharing and expressing.
Best approaches when communicating with WHOs are:
- Focus on relationships
- Be enthusiastic, open and responsive
- Relate to the need to share information, stories and experience
- Be forthcoming and willing to talk
- Ask and answer “who” questions
- Work to minimize direct involvement with details or personal conflicts
- Stress values
- Don’t rush them
- Self disclose
- Compliment them on everything
If you would like more information on how you can build better solutions by utilizing the science of the 4-Quadrant Communication Model send me an email or give me a call at 888-400-7344.
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