Sensory representation systems

Consumer Classification: Visual, Auditory and Kinesthetic

Beyond the five senses, neurolinguistic programming applied to the consumer identifies three major representation systems or learning channels: visual, auditory and kinesthetic.

Visual people process information best through images, graphics and what they see; auditory people focus on words, sounds and dialogue; and kinesthetic people need experience, movement and physical sensations to encode information.

Understanding that each individual has a preferred channel for acquiring information makes it possible to segment and personalize sales communication more effectively.

How to adapt the advertising message to each sensory channel

To maximize the impact of a campaign, the message must be aligned with the target audience's representation system.

A campaign aimed at a visual profile should prioritize aesthetics, vibrant colors, brochures and striking graphic design.

If the target is an auditory audience, the strategy should focus on radio, podcasts, or the use of rich and persuasive verbal language.

Conversely, to connect with a kinesthetic audience, it is necessary to offer samples, product trials, interactive events or experiential experiences that allow the user to "do" and "feel" the brand, rather than just see or hear it.

Group eva luation through proxy inventories

Before launching a mass campaign, it is vital to eva luate the control group to ensure that their representational system matches the ad format.

Using simple inventories or tests allows you to determine whether a group is predominantly visual, auditory or kinesthetic.

For example, if a radio advertisement (auditory) is tested on a control group that happens to be mostly visual, the results will be poor not because of the quality of the advertisement, but because of channel mismatch.

By aligning the campaign channel with the sensory profile of the group, accurate measurement of actual impact is ensured and adjustments can be made before final investm