About the Tools Based on product semantics theories

April 22, 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 ty

pica

l wat

ch

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 mor

e lik

e a

brac

elet

epi

tom

izes a

typi

calit

y ow

ing

to

its n

earn

ess t

o a

jew

elle

ry th

an a

func

tiona

l w

rist w

atch

. The

surf

ace

glow

also

am

azes

th

e ob

serv

er.

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 c

ause

s a

shift

in th

e ob

serv

er’s

atte

ntion

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

bar

rier b

etw

eent

he

obse

rver

’s fir

st

heed

and

the

prod

uct’s

com

mun

icati

on

The

heav

y gr

oupi

ng o

f the

pro

duct

s can

be

reas

oned

as t

heir

typi

cal 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

stro

ng

attrib

ute

to b

e ke

pt to

war

ds th

e At

ypic

al c

olum

n

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

About the Tools Based on product semantics theories

Documents

map product semantic

product categories

map products researcher

functional wrist watch

calculator wrist watch

map images

products photos

kind of products