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

April 18, 2023 Product Semantic Tools 1

• About the

ToolsBased on product semantics

theories


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


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


Typical Not so Typical Not so Atypical AtypicalVery Typical

Step 1: Collect images of competing products andAsk respondents to give a typicality rating [1 to 5 scale] drag-n-drop


Product: Map for cigarette lighters

Respondent’s perception of Lighter-ness


After

2.5

, the

cal

cula

tor w

rist w

atch

form

s a

dem

arca

tion

, sho

win

g th

e re

luct

ance

of

the

obse

rver

to a

ccep

t it a

s a

typi

cal w

atch

The

brow

n be

lt w

rist w

atch

has

gai

ned

a po

sition

nea

r the

typi

cal

ratin

g ow

ing

to it

s ci

rcul

ar d

ial a

nd v

ery

typi

cal w

rist w

atch

de

sign

, with

a le

athe

r bel

t and

a ti

me

adju

stm

ent k

nob.

The

stee

l wris

twat

ch w

hich

look

s m

ore

like

a br

acel

et e

pito

miz

es a

typi

calit

y ow

ing

to

its n

earn

ess

to a

jew

elle

ry th

an a

func

tiona

l w

rist w

atch

. The

sur

face

glo

w a

lso a

maz

es

the

obse

rver

.

The

atyp

ical

ity o

f the

imag

e m

ajor

ly o

wes

its

ratin

g to

the

nake

d m

echa

nica

l ap

pear

ance

than

any

app

aren

t fun

ction

al

time

disp

lay.

the

cylin

dric

al d

ial a

lso

caus

es

a sh

ift in

the

obse

rver

’s a

tten

tion

to c

all i

t as

a ty

pica

l wris

t wat

ch

The

atyp

ical

ity o

f the

wat

ch c

an b

e att

ribut

ed to

the

disp

lay

on th

e di

al w

hich

fo

rms

a ba

rrie

r bet

wee

nt h

e ob

serv

er’s

firs

t he

ed a

nd th

e pr

oduc

t’s c

omm

unic

ation

The

heav

y gr

oupi

ng o

f the

pro

duct

s ca

n be

re

ason

ed a

s th

eir t

ypic

al c

onst

ructi

on a

nd

the

rela

tions

that

the

obse

rver

dev

elop

s w

ith th

e ki

nd o

f pro

duct

s one

is a

lread

y fa

mili

ar w

ith

A co

mpl

etel

y ne

w m

eani

ng is

gi

ven

to th

e pr

oduc

t thr

ough

th

e di

spla

y an

d fo

rms

a st

rong

att

ribut

e to

be

kept

tow

ards

the

Atyp

ical

col

umn

Product: Map for wrist watches with analysis

Respondent’s perception of Wrist watch-ness


Fashion: Map for earrings

Respondent’s perception of Earring-ness


Very Typical Very Atypical

Fashion: Map for ladies shoesRespondent’s perception of Ladies shoe-ness


Graphics: Map for stamps

Respondent’s perception of Stamp-ness


Packaging: Map for liquor bottles

Respondent’s perception of Liquor bottle-ness

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

Documents

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