about the tools based on product semantics theories
DESCRIPTION
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 PresentationTRANSCRIPT
April 22, 2023 Product Semantic Tools 1
• About the
ToolsBased 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
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
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
April 22, 2023 Product Semantic Tools 5
Typical Not so Typical Not so Atypical AtypicalVery Typical
April 22, 2023 Product Semantic Tools 6
Typical Not so Typical Not so Atypical AtypicalVery Typical
April 22, 2023 Product Semantic Tools 7
Product: Map for cigarette lighters
Respondent’s perception of Lighter-ness
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
April 22, 2023 Product Semantic Tools 9
Fashion: Map for earrings
Respondent’s perception of Earring-ness
April 22, 2023 Product Semantic Tools 10
Very Typical Very Atypical
Fashion: Map for ladies shoesRespondent’s perception of Ladies shoe-ness
April 22, 2023 Product Semantic Tools 11
Graphics: Map for stamps
Respondent’s perception of Stamp-ness
April 22, 2023 Product Semantic Tools 12
Packaging: Map for liquor bottles
Respondent’s perception of Liquor bottle-ness