Excess Noise Knowledge Base

Definitions for those who work in communications and perception

Knowledge Base

Sales

Selling, marketing, commerce, trade… all these and more refer to the act of preparing, pitching and making a sale. To some degree, every aspect of our lives is related to sales. We are constantly buying things. We are constantly considering whether or not to buy. And, though we don’t realize it, we are usually engaged in some form of selling too. We are selling ourselves through work, contracts. Trading in a car makes you a salesperson as well. As regards Communications and Perception Analysis, along with elections and a few others, sales is clearly one of the most useful areas for Analysis. We tend to decide to purchase based on need but we usually make our final selection based on desire. Desire is obviously a direct consequence of our emotions but also of our various cultural points of reference… imprinting. As with elections, the interference and effect filters are also very relevant to a purchase decision.

Sensory Analysis

The first thing you teach a communications analyst is sensory analysis. That is the first thing Dr. Malik taught me in 1977. Learning to understand your environment is key, and frankly very rewarding. As experience grows, you start to take note of sensory signals that are barely perceptible, albeit very relevant. I had one such… Continue Reading

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Signal

In the field of Communications and Perception Analysis, scientific measurement requires units of measure. Communications analysts use signals as their scale of measure — some are relative, others absolute. The relative ones rely on comparative points of reference: “the lighting in the photo was ‘harsh’” or “the smell of garlic was ‘strong’”. Absolute ones are… Continue Reading

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Survey

Survey

Many dictionaries define a survey as a means of investigating the opinions or experience of a group of people by asking them questions. As a principle, surveying is a good thing. It shows that those engaging in said survey value the opinion of their targets. There is, however, an inherent problem with surveying when seen… Continue Reading

This glossary of definitions is not intended as an academic reference. It is an exercise in thinking on our part. We hope to grow it and welcome any suggestions you may have.