I think this description by Dazzer in a post earlier sums it up very well in that if you go without sedation the way to manage the discomfort is to focus on your breathing, keep it gentle and in through nose and gentle out, I focused when I wanted to swallow again on breathing and again gentle inhale/exhale, also I felt I just wanted to make a gentle swallow if that makes sense as you do feel the device when you do.  Also I know the nurses say people worry re dribbling etc, again don’t focus on that, just think about your breathing and ignore if you can whats going on around you.  The manner in which the Doc goes about the procedure can impact but not much you can do there…I had recently a chap who timed the insertion of tube based on my breathing/swallowing and straight in, I had it done before by an older style Doc who took some time inserting the device and I felt more discomfort at that.  Had it done through sedation a long long time ago as young twenty year old and think the non sedation method is the way for me to go, no grogginess etc. after, also some docs have said that even with sedation there can be gagging and discomfort.  If you are anyway queasy / fearful / nervous go the sedation way, I had great nurses (as most are) and they said I was very relaxed so they knew no problem for me without but out of 10 on the ward that afternoon I was only one…it just not worth worrying about as to whether you can manage it and are fearful.  Good luck, thats my tuppence worth..