2. Dial Technology by Frank luntz Frank Luntz is a researcher who tests messages, marketing and polling on what best works to "sell" GOP policies to the unwary , he crafted many of the Republican Party's messages, using focus groups to test words and phrases that evoke a strong emotional response . Is the Immediate, specific and anonymous method to help Clients sell their product or turn public Opinion on an issues or a candidates Ingredients -Focus group -Room (viewing room) --software, device -Monitor, video -Sheet of words (testing words) -Project Procedure (5 steps) 1. Give a sheet of words to the focus group Then Get response Favorable (output) or not On words( input) 2. Counting hands Finding highest level of favorability on words Go to next page 3words they find 1. Responsibility 2. Accountability 2. Reliability