As designers for trade shows or any other medium, we are often required to present our ideas across, in a group environment. Our sub-conscious tend to focus on the body language of the decision maker. However, another approach might be to seek out the influencers in the group. The film below attempts to understand the basic ingredients of what makes a person influential in an esoteric way without any metric analysis. It explores the concept of the role that influencers play.
John Maxwell, the leadership guru, says, when you are talking to the group and you make a statement, observe what the members of the group typically do. More often, they look for the non-verbal queues from the influencer. For example, if the influencer is nodding his head or made an eye-contact with you, many members in the group will agree with what was presented and if the influencer is shaking his head, many members in the group will disagree with what is being stated.
To get into the habit of knowing the traits of influencers, observe people in a group setting and scrtinize how they interact with each other, whether it be a family gathering, in a shopping mall, in a cafe or in a playground. You will learn a lot simply by observing.