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

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rist w

atch

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s a

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win

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atch

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atch

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de

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atch

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e m

ajor

ly o

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its

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echa

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l ap

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ance

than

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aren

t fun

ction

al

time

disp

lay.

the

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ial a

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ift in

the

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’s a

tten

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all i

t as

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l wris

t wat

ch

The

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ical

ity o

f the

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ch c

an b

e att

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the

disp

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unic

ation

The

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oupi

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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

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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

Documents

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