Title: About the
1- About the
- Tools
- Based on
- product semantics theories
2Product 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
3Demo 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
4Typical
Not so Typical
Not 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
5Typical
Not so Typical
Not so Atypical
Atypical
Very Typical
6Typical
Not so Typical
Not so Atypical
Atypical
Very Typical
7Product Map for cigarette lighters
Respondents perception of Lighter-ness
8Product Map for wrist watches with analysis
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
observers attention to call it as a typical
wrist 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 atypicality of the watch can be attributed to
the display on the dial which forms a barrier
betweent he observers first heed and the
products communication
After 2.5, the calculator wrist watch forms a
demarcation , showing the reluctance of the
observer to accept it as a typical watch
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
Respondents perception of Wrist watch-ness
9Fashion Map for earrings
Respondents perception of Earring-ness
10Fashion Map for ladies shoes
Respondents perception of Ladies shoe-ness
Very Typical ? Very Atypical
11Graphics Map for stamps
Respondents perception of Stamp-ness
12Packaging Map for liquor bottles
Respondents perception of Liquor bottle-ness