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May 7, 2015Product Semantic Tools0 About the Tools Based on product semantics theories.

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Presentation on theme: "May 7, 2015Product Semantic Tools0 About the Tools Based on product semantics theories."— Presentation transcript:

1 May 7, 2015Product Semantic Tools0 About the Tools Based on product semantics theories

2 May 7, 2015Product Semantic Tools1 Product category mapping tool: Aims How people make sense of the real world market scenarios crowded with competing products Which product is used as a cognitive reference to understand the category (Defining typical) Develop understanding of how people perceive and cognitively map product categories and what they are willing to include and exclude in the maps How people with different profile perceive and map products Researcher gets insight into peoples’ understanding and the rules and norms that govern the locations of of these products on the map

3 May 7, 2015Product Semantic Tools2 Demo of the product category mapping tool Process Photographs of all the competing products from the market are presented to the respondents They drag and drop products (photos) into five categories from Very typical to ……. very Atypical The results are presented back and they are asked to comment on their reasons When all the respondent complete the task, the data is processed and presented as a map On mouse over, map images will give (yet to be implemented) –statistical information –respondent comment –Decision time

4 May 7, 2015Product Semantic Tools3 TypicalNot so TypicalNot so Atypical Atypical Very Typical Step 1: Collect images of competing products and Ask respondents to give a typicality rating [1 to 5 scale] drag-n-drop

5 May 7, 2015Product Semantic Tools4 TypicalNot so TypicalNot so Atypical Atypical Very Typical

6 May 7, 2015Product Semantic Tools5 TypicalNot so TypicalNot so Atypical Atypical Very Typical

7 May 7, 2015Product Semantic Tools6 Product: Map for cigarette lighters Respondent’s perception of Lighter-ness

8 May 7, 2015Product Semantic Tools7 After 2.5, the calculator wrist watch forms a demarcation, showing the reluctance of the observer to accept it as a typical watch The brown belt wrist watch has gained a position near the typical rating owing to its circular dial and very typical wrist watch design, with a leather belt and a time adjustment knob. The steel wristwatch which looks more like a bracelet epitomizes atypicality owing to its nearness to a jewellery than a functional wrist watch. The surface glow also amazes the observer. The atypicality of the image majorly owes its rating to the naked mechanical appearance than any apparent functional time display.the cylindrical dial also causes a shift in the observer’s attention to call it as a typical wrist watch The atypicality of the watch can be attributed to the display on the dial which forms a barrier betweent he observer’s first heed and the product’s communication The heavy grouping of the products can be reasoned as their typical construction and the relations that the observer develops with the kind of products one is already familiar with A completely new meaning is given to the product through the display and forms a strong attribute to be kept towards the Atypical column Product: Map for wrist watches with analysis Respondent’s perception of Wrist watch-ness

9 May 7, 2015Product Semantic Tools8 Fashion: Map for earrings Respondent’s perception of Earring-ness

10 May 7, 2015Product Semantic Tools9 Very Typical  Very Atypical Fashion: Map for ladies shoes Respondent’s perception of Ladies shoe-ness

11 May 7, 2015Product Semantic Tools10 Graphics: Map for stamps Respondent’s perception of Stamp-ness

12 May 7, 2015Product Semantic Tools11 Packaging: Map for liquor bottles Respondent’s perception of Liquor bottle-ness


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