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About the Tools Based on product semantics theories * Product Semantic Tools * * Product Semantic Tools * Product category mapping tool: Aims How people make sense of ... – PowerPoint PPT presentation

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Title: About the


1
  • About the
  • Tools
  • Based on
  • product semantics theories

2
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
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
Typical

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
5
Typical

Not so Typical

Not so Atypical

Atypical

Very Typical

6
Typical

Not so Typical

Not so Atypical

Atypical

Very Typical

7
Product Map for cigarette lighters
Respondents perception of Lighter-ness
8
Product 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
9
Fashion Map for earrings
Respondents perception of Earring-ness
10

Fashion Map for ladies shoes
Respondents perception of Ladies shoe-ness
Very Typical ? Very Atypical
11
Graphics Map for stamps
Respondents perception of Stamp-ness
12
Packaging Map for liquor bottles
Respondents perception of Liquor bottle-ness
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