about the tools based on product semantics theories

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May 10, 2022 Product Semantic Tools 1 About the Tools Based on product semantics theories

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About the Tools Based 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) - PowerPoint PPT Presentation

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Page 1: About the  Tools Based on  product semantics theories

April 22, 2023 Product Semantic Tools 1

• About the

ToolsBased on product semantics

theories

Page 2: About the  Tools Based on  product semantics theories

April 22, 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

Page 3: About the  Tools Based on  product semantics theories

April 22, 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

Page 4: About the  Tools Based on  product semantics theories

April 22, 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

Page 5: About the  Tools Based on  product semantics theories

April 22, 2023 Product Semantic Tools 5

Typical Not so Typical Not so Atypical AtypicalVery Typical

Page 6: About the  Tools Based on  product semantics theories

April 22, 2023 Product Semantic Tools 6

Typical Not so Typical Not so Atypical AtypicalVery Typical

Page 7: About the  Tools Based on  product semantics theories

April 22, 2023 Product Semantic Tools 7

Product: Map for cigarette lighters

Respondent’s perception of Lighter-ness

Page 8: About the  Tools Based on  product semantics theories

April 22, 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 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

Page 9: About the  Tools Based on  product semantics theories

April 22, 2023 Product Semantic Tools 9

Fashion: Map for earrings

Respondent’s perception of Earring-ness

Page 10: About the  Tools Based on  product semantics theories

April 22, 2023 Product Semantic Tools 10

Very Typical Very Atypical

Fashion: Map for ladies shoesRespondent’s perception of Ladies shoe-ness

Page 11: About the  Tools Based on  product semantics theories

April 22, 2023 Product Semantic Tools 11

Graphics: Map for stamps

Respondent’s perception of Stamp-ness

Page 12: About the  Tools Based on  product semantics theories

April 22, 2023 Product Semantic Tools 12

Packaging: Map for liquor bottles

Respondent’s perception of Liquor bottle-ness