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Update Wave 4 January 2010. Introduction to Semio.

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Presentation on theme: "Update Wave 4 January 2010. Introduction to Semio."— Presentation transcript:

1 Update Wave 4 January 2010

2 Introduction to Semio

3 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

4 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 Very Negative Feeling Fairly Negative Feeling Slightly Negative Feeling No Feeling Slightly Positive Feeling Fairly Positive Feeling Very Positive Feeling How ?

5 The questionnaire Scoring words

6 The questionnaire Brand usage

7 The questionnaire Media usage

8 CommunityIndividual Pleasure Duty Words mapped on key axes… ….or key conflicts based on Freudian theories Common sense Sophistication Materialism Idealism Simplicity Spirituality Sense of belongingDesire to be alone. …you ought to You want to… Accumulate material goodsSeek spiritual/ social enlightenment Distinction Humility Pragmatism Head in the clouds

9 In the UK the dominant axis are Community/ Individual vs Pleasure/ Duty Pleasure Community Individual Duty

10 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

11 Primark and Diesel owners Pleasure Community Individual Duty Consumers overscoring different words positions them in different quadrants Currently own Diesel/Primark clothing

12 Primark and Diesel owners Pleasure 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

13 Words appear close together when they convey a similar emotion Pleasure Community Individual Duty Family oriented Childhood BirthMaternal Wedding Escapism Magic Moon To swim Island Materialism Money To buy Wealth Property Music Cultural Book Art Theatre

14 TV market 1 st, 2 nd or 3 rd favourite channel Favourite 1,2,3 channel Pleasure Community Individual Duty

15 Channel 4 loyalists Channel 4 loyalists over score words associated with materialism, adventure, social and culture Pleasure Community Individual Duty 1,2 3 favourite channel Architect Wealth To buy Adventurer Desire Bohemian Art To laugh Humour

16 E4 loyalists E4 loyalists over score words associated with desire and culture Pleasure Community Individual Duty 1,2 3, favourite channel To dream Fashion Together Ambition Music Jewel Desire Different

17 TV market Favourite 1,2,3 channel; especially choose to watch Pleasure Community Individual Duty Viewers of different C4 programmes display varying characteristics

18 Peep Show vs Deal or No Deal Peep Show viewers are more adventurous; Deal or No Deal viewers are more conservative 1,2 3 favourite channelEspecially choose to watch

19 TV market Websites – regularly visit Regularly visit website Pleasure Community Individual Duty

20 TV market Websites – regularly visit Regularly visit website; 1,2,3 favourite channel Pleasure Community Individual Duty

21 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


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