The Reptilian Hot Button

Dr. Rapaille is a little different. This “expert” in creativity and archetype discoveries has his own way of collecting and interpreting data from consumers. As featured in The Persuaders, Chief Officers (and every type of corporate executive) are interested in what this man has to say. They’re so interested in fact, that they are willing to pay big bucks, even millions of dollars, for his quirky yet confident advice.

Dr. Clotaire Rapaille is author to several well known books including “Seven Secrets of Marketing in a Multi-Cultural World” and most recently “The Culture Code.” He is also kept on retainer by fifty Fortune 100 companies according to randomhouse.com. But what makes this guy so special? His personalized research technique, referred to as finding the “Reptilian Hot Button” seeks the basic needs and desires of consumers on a cognitive level. Needless to say, this information cannot be uncovered by typical surveys or focus groups. No, in order to find the inner-child Dr. Rapaille subjects his respondents to a more primal investigation.

A typical study, as shown on the film, consists of several steps of information gathering. First, the environment is much like any other focus group, with participants sitting in chairs around the room shouting out answers to Rapaille’s questions in a pop-corn style fashion. The interviewer will begin by showing one word on a white-board, in this case “luxury,” and ask respondents to define it. This phase is not given much consideration as cliché answers are often given because of a common exposure to the media.

Rapaille has the respondents take a break before they begin phase two. This section of the research involves confusing participants so they are unable to understand what the researcher is looking for. This allows them to give more honest answers with less influence from external forces. In the video example, Dr. Rapaille asks them to act as if they were telling a story to an alien child.

Finally, after break two, the participants re-enter the room to find all of the chairs missing. They are forced to think from their reptilian instincts as they sit or lay on the floor in the dark. Upon relighting the room, participants journal their thoughts as Dr. Rapaille recreates the open mind of the early morning when one first awakens. Here, the “Reptilian Hot Buttons” are exposed and marketers may find the most insight.

I found the results of Dr. Rapaille’s study somewhat ambiguous. I felt like someone with no expertise of research experience could make some of the same conclusions but be given little attention. The real genius behind Rapaille’s work is his ability to sell it at premium rates! Without his experience, attitude and corporate popularity he would not be able to get away with such vague insights. Where is the real science behind his discoveries?

As a marketer, one might be in trouble taking his advice for staple goods. He seems more like a fashion designer or philosopher whose audacity could be mistaken for being profound. Although P&G seems to love him, I feel like he may serve more as a muse to the marketing directors than a concrete source of information. Simply by saying “In America cheese is dead,” the company on the film credited Rapaille with the success of their product sales. I feel like some of his statements are obvious and/or generalized and people are “remembering the hits and forgetting the misses” when it comes to the return on their investment.

If I were Dr. Rapaille I would look out for Michael Shermer.