Update Wave 4 January 2010. Introduction to Semio.
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Update Wave 4 January 2010
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Transcript of Update Wave 4 January 2010. Introduction to Semio.
UpdateWave 4January 2010
Introduction to Semio
“In a nutshell Semiometrie is a quantitative tool by which we can access the subconscious desires of respondents.
It has particular applications in consumer profiling and media planning.”
Source: Admap
Subconscious associations
• A quantitative tool to access the sub-conscious desires of respondents via analysis of 210 ‘root’ words which represent the English language
• Score words on seven point scale
• Respondents also complete a questionnaire on brand and media usage
- 3 - 2 + 3- 1 + 2+ 10Very
NegativeFeeling
FairlyNegativeFeeling
SlightlyNegativeFeeling
NoFeeling
SlightlyPositiveFeeling
FairlyPositiveFeeling
VeryPositiveFeeling
How?
The questionnaireScoring words
The questionnaireBrand usage
The questionnaireMedia usage
Community Individual
Pleasure Duty
Words mapped on key axes…….or key conflicts based on Freudian theories
Common sense
Sophistication
Materialism
Idealism
Simplicity
Spirituality
Sense of belonging Desire to be alone.
…you ought toYou want to…
Accumulate material goods
Seek spiritual/ social enlightenment
Distinction Humility
Pragmatism Head in the clouds
In the UK the dominant axis are Community/ Individual vs Pleasure/ Duty
Ple
asu
re
Community
Individual
Duty
• Maps the mindset of the brand user, rather than image of brand itself.
• Mapping allows comparisons against competitors and media choices…
e.g. How similar are Primark and Diesel shoppers? What is the best fit media to reach them?
Results
Primark and Diesel owners
Ple
asu
re
Community
Individual
Duty
Consumers overscoring different words positions them in different quadrants
Currently own Diesel/Primark clothing
Primark and Diesel owners
Ple
asu
re
Community
Individual
Duty
E4 fans share characteristics with Diesel shoppers; ITV2 fans are closer to Primark shoppers
Currently own Diesel/Primark clothing; 1,2,3 favourite channel
Words appear close together when they convey a similar emotion
Ple
asu
re
Community
Individual
Duty
Family oriented Childhood
BirthMaternal
WeddingEscapism
Magic
Moon
To swim
Island
MaterialismMoney
To buyWealth
Property
MusicCultura
lBook
Art
Theatre
TV market 1st, 2nd or 3rd favourite channel
Favourite 1,2,3 channel
Ple
asu
re
Community
Individual
Duty
Channel 4 loyalistsChannel 4 loyalists over score words associated with materialism, adventure, social and culture
Ple
asu
re
Community
Individual
Duty
1,2 3 favourite channel
ArchitectWealthTo buy
AdventurerDesire
BohemianArt
To laughHumour
E4 loyalistsE4 loyalists over score words associated with desire and culture
Ple
asu
re
Community
Individual
Duty
1,2 3, favourite channel
To dreamFashion
TogetherAmbition
MusicJewelDesire
Different
TV market
Favourite 1,2,3 channel; especially choose to watch
Ple
asu
re
Community
Individual
Duty
Viewers of different C4 programmes display varying characteristics
Peep Show vs Deal or No DealPeep Show viewers are more adventurous; Deal or No Deal viewers are more conservative
1,2 3 favourite channel Especially choose to watch
TV market Websites – regularly visit
Regularly visit website
Ple
asu
re
Community
Individual
Duty
TV market Websites – regularly visit
Regularly visit website; 1,2,3 favourite channel
Ple
asu
re
Community
Individual
Duty
• Latest wave recently debriefed– Main survey fieldwork October 2008– Wave 4 programme and brand update – Jan 2010– Increased sample size, now at 3,500– Online panel• Respondents re-contacted at 6 monthly dips on programme/ brand
loyalty
– 100 media brands– 200 programmes– 500 consumer brands across all major categories
Semio wave 4
