Post on 16-Dec-2015
transcript
April 18, 2023 Product Semantic Tools 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
April 18, 2023 Product Semantic Tools 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
April 18, 2023 Product Semantic Tools 4
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
April 18, 2023 Product Semantic Tools 7
Product: Map for cigarette lighters
Respondent’s perception of Lighter-ness
April 18, 2023 Product Semantic Tools 8
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
April 18, 2023 Product Semantic Tools 9
Fashion: Map for earrings
Respondent’s perception of Earring-ness
April 18, 2023 Product Semantic Tools 10
Very Typical Very Atypical
Fashion: Map for ladies shoesRespondent’s perception of Ladies shoe-ness
April 18, 2023 Product Semantic Tools 11
Graphics: Map for stamps
Respondent’s perception of Stamp-ness