The segment begins with some very entertaining conversation between Colbert and Luntz and the explanation of some key research techniques like focus groups and dial technology. In the end, Colbert persuades Luntz to turn up the dial:
The second segment on the broadcast actually features a focus group with average Americans. The bottom line -- Americans don't necessarily see corporations as people from the outset. After some time with Luntz however, some interesting slogans result, reframing the idea that corporations are in fact people. "Corporations Are Humans" sounds pretty convincing after all. What about "People Are Corporations?" Does order in fact matter here? Watch the video and decide for yourself:
I for one am very intrigued to see if an actual commercials results from all of this research.