Four Different Ways People Process Your Information

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TITLE: Four Different Ways People Process Your Information
AUTHOR: Sandra Schrift
CONTACT: sandra@schrift.com
COPYRIGHT: ©2004 by Sandra Schrift. All rights reserved
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http://www.schrift.com/article_information_process.htm
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Four Different Ways People Process Your Information

There are four different ways that audience members
assimilate information. They are: visual, auditory,
auditory digital, and kinesthetic. While all members of
the audience will process information utilizing all four of
these approaches at different times, each audience member
will individually will individually tend to rely on one of
these approaches more than the other three.

Visual: These people memorize and learn by seeing pictures
and are less distracted by noise than others. They often
have difficulty remembering and are bored by long, verbal
presentations because their minds will wander. They are
interested in how your presentation looks. They like it
when you use words like “see, look, envision, imagine, and
picture” in your presentation as these words encourage them
to make pictures in their minds.

Auditory: These people are easily distracted by any noises
occurring during your presentation. Typically these
audience members learn by listening, Your vocal tone and
vocal quality will be very important with these people.
Words that work well with people in this category include
“hear, listen, sound, resonate, and harmonize.”

Auditory Digital: These audience members spend a fair
amount of time in their heads talking to themselves. They
memorize and learn by steps, procedures, and sequences.
They want to know that your presentation makes sense. Words
that are effective with these people include “sense,
experience, understand, think, motivate, and decide.”

Kinesthetic: These audience embers often speak very slowly.
They are much more oriented towards their feelings than
people in the other three categories. They learn by
actively doing something and getting the actual feeling of
it. They are interested in a presentation that “feels
right” or gives them a “gut feeling.” Words that are
effective with these audience members include “feel, touch,
grasp, concrete, get hold of, and solid.”

Approximately 40% of the population are primarily visual,
approximately 40% are primarily kinesthetic, and the
remaining 20% are primarily auditory and auditory digital
in how they process information.

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