In an increasingly competitive environment, consumers are constantly faced with more choices. Demographic data can help us to understand and group customers by age, gender, profession or income, but it will not identify the influences behind their aspirations and choices.
Semiometrie reveals the values and affiliations that lie in the subconscious mind, formed by individual experiences and cultural background. It is a powerful research technique, widely used throughout Europe to understand and communicate more effectively with consumer groups.
Semiometrie uses 210 words as stimulus material to convey in-depth emotional responses. Two years of extensive qualitative and quantitative analysis of 20.000 people has been done to validate and fine-tune this innovative method. Respondents are asked to rate the words using a seven-point 'positive feeling to negative feeling' scale - an established method for collection depth information.
The Semiometrie reference map is a way to illustrate visually where values sit according to four opposing factors: Pleasure and Duty, Community and Autonomy. The map has been developed using Factor Analysis to reflect the correlation between mean scores of each word. The result illustrates values expressed through closely associated words.
Media agencies, media owners, advertisers and advertising agencies use Semiometrie to capture the values of their target audience and incorporate these values into the development of their product and its marketing strategy.
Semiometrie has a wide range of applications, from identifying the values of an audience or target market to identifying the values that the audience associates with a brand, television program, radio stations or magazine.