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Evaluation and Research

KNP designs, sponsors, and conducts both individual evaluations and formal research to assess the impact of people’s communications.

Together with Harvard Kennedy School, KNP co-sponsored an academic research study by economists Daniel Benjamin and Jesse Shapiro that identified nonverbal communication skills as the primary factor determining election outcomes. The National Bureau of Economic Research (NBER) published the results.

KNP’s client work focuses on evaluating the dimensions of particular communication challenges faced by presenters and other public figures.

Virtual Primary™

In the wake of the 2004 national elections, KNP and Harvard’s Kennedy School of Government co-sponsored a research study conducted by two Harvard PhD candidates in economics to investigate the link between candidates’ non-verbal communication skills and how they fared in their elections. The results of the study clearly demonstrate the strong influence that candidates’ non-verbal communication skills have on many voters’ decisions, and on the ultimate outcome of our elections.

View the press release, a Q&A document describing the study, and the full academic article here.

Based on this and related research and in collaboration with academic experts, KNP has developed and deployed a set of tools to evaluate public speakers’ non-verbal communication skills. These proprietary tools are collectively known as the Virtual Primary.

KNP uses the Virtual Primary to measure non-verbal communication skills, both as part of our training work with our public speaking clients, and on behalf of clients who are interested to know which political candidates are likely to perform well against the competition in a campaign, to help such clients invest their resources wisely.

For a full explanation of the Virtual Primary, its operation and uses, please contact KNP Communications and tell us more about your interest.

Try a demonstration adapted from the original study.

The Benjamin-Shapiro “visual voting” study found that study subjects could predict election outcomes much more often than chance just by watching short video clips of the two major party candidates without any accompanying sound.

To see a demonstration of the way the study was conducted from the point of view of a participant, watch the sample clips below closely and only once.

Video A

Video B

Thank you again for your interest in the Virtual Primary™.

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