The Language of Behavior
Understanding the AirtimeBA Methodology
Reviewing this page will help you understand the AirtimeBA methodology, data collection process, privacy protections, and expected benefits. Understanding how we objectively analyze conversations will enhance your self-awareness and help improve individual and organizational outcomes.
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What is the AirtimeBA Methodology?
- Scientific, data-driven verbal behavior analysis that quantifies communication patterns
- Based on 1970s work by Rackham, Honey, and Morgan, enhanced with modern neurobiology
- Focuses on observable verbal behaviors rather than content or personality types
- Maps communication through 18 distinct verbal behaviors across four categories
Why This Approach Matters
Ineffective communication costs organizations millions annually through:
- Unproductive meetings
- Suboptimal decision-making patterns
- Exclusion of diverse perspectives
- Lack of objective measurement for leadership development
Most clients report behavior change after a single facilitated session.
The Process: What to Expect
- Observation: Practitioners observe group conversations using specialized software
- Behavioral Coding: Verbal contributions classified into 18 key behaviors
- Reporting: Software generates detailed data on behavior patterns
- Analysis: Data compared against effective patterns to identify improvements
- Feedback: Insights translated into actionable strategies during debriefs and coaching
- Development: Application of insights in real work settings
- Measurement: Follow-up sessions track progress against baseline data
How Data Drives Development
- Provides an objective mirror of verbal behavior patterns
- Identifies specific improvement opportunities
- Transforms insights into concrete behavioral strategies
- Enables rapid change with measurable improvements
AirtimeBA provides actionable data that triggers cognitive dissonance—the gap between perceived and actual behavior—catalyzing change through transformative learning.
Your Data Privacy
- GDPR-compliant with industry best practices for data security
- Data is anonymized within our system
- Access limited to session participants and your coach
- Individual reports attribute data only to the recipient
Understanding the Data: Behavior Categories
Initiating: Idea generation.
These verbal behaviors bring new ideas into a conversation and create an opportunity for others to react.
Proposing Procedures
Ideas suggested about how a task should be completed
Example: We should all read the menu first, and then go around the table for people’s preferences.
Proposing Content
Ideas suggested about the content of the task at hand
Example: Let’s have pizza for dinner.
Building
Ideas that expand upon another person’s ideas or suggestions, in part or in whole
Example: Yes, let’s have pizza for dinner and then ice cream for dessert.
Reacting: Responding to others’ ideas.
These verbal behaviors demonstrate a reaction to another person or to the ideas or information another person has put forward.
Supporting
Reactions that show support for what another person said
Example: That was a really great idea.
Disagreeing
Reactions that show disagreement with the content of what another person said
Example: Pizza is not a healthy dinner choice.
Defend/Attacking
Reactions that show an emotional or personal disapproval for another person or what another person has said; these are often sarcastic in nature and/or can be disguised as humor, and will often prompt a retort in kind
Example: Of course you would say that, you’re always on a diet! Perhaps you should consider going on one.…” (as a retort)
Clarifying: Seeking and providing clarity for others.
These verbal behaviors deepen conversation by exploring and tracking the ideas, thinking, reasons, and reactions of others.
Testing Understanding
A question that either checks if the speaker has understood someone else correctly or provides an opportunity for others to check if they have understood the speaker correctly
Example: So does that mean we aren’t going to have pizza for dinner?
When I said pizza was not a healthy choice, did you think I meant we shouldn’t order it?
Summarizing
Providing a shorter, more concise listing or summary of previous contributions, inputs, or decisions made
Example: So far we have votes for pizza, no pizza, and ice cream for dessert.
Seeking proposals
A question that seeks suggestions from others
Example: Any other dinner or dessert suggestions?
Seeking reasons
A question which specifically asks for the logic or reasoning behind what another person has said
Example: Why do you think pizza isn’t healthy?
Can you walk me through your logic on that?
Seeking Reactions
A question which asks how others feel about something or how others are reacting to something that has been said
Example: How comfortable is everyone feeling at the moment? What is your response to the pizza/ice cream idea?
Seeking Information
A general question, seeking typically factual information, that does not fall into any of the other categories
Example: How long has this restaurant been around?
Has anyone eaten here before?
Giving Information
A statement which answers another person’s question, provides information, gives opinions, and/or supplies reasons
Example: This place has been here about 15 years.
I hear the pizza is good, but the ice cream is better down the street.
Giving Feelings
A statement, but not a personal attack (defend/attack) which lets others know how the speaker is feeling about what is happening in the conversation
Example: I am really happy we came here for dinner.
When we argue over healthy dinner choices, I am confused about what to order.
Process: Managing airtime for self and others.
These verbal behaviors are scored twice because they include an initiating, reacting, or clarifying behavior. or to the ideas or information another person has put forward.
Shutting out (Interrupting)
Taking airtime away from another speaker by interrupting, talking over/at the same time, and/or answering questions directed to another speaker
Bringing in
Giving an opportunity to another person to speak, typically using their name
Example: Joe, you’ve been quiet for a while, what do you think about pizza/ice cream for dinner?
Behavior Labeling
Making an announcement about which verbal behavior will come next; this can often stop the conversation and focus the group’s attention on the speaker
Example: I completely disagree with you…
Label Disagree
Making an announcement about a disagreeing verbal behavior that will come next; this can often stop the conversation and focus the group’s attention on the speaker
Example: I have a question…
I have an idea about how to solve this problem…
We leverage data to enhance conversation quality and verbal awareness, helping teams think better together and make stronger decisions. We never compromise on data privacy and confidentiality. Thank you for your time.