SEMIOMETRIE AND THE ANIMAL INSIDE. (The Farm)!

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PostTue Nov 29, 2011 8:35 am » by Iamthatiam


TARGET AUDIENCE!

SEMIOMETRIE:

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French journalist Jean-Francois Steiner was fascinated by the repeated use of words in articles and their subconscious associations. He set out to identify a set of ‘core’ words that could be used as a route map to the subconscious.

He discovered that the Bible could be told using a palette of 306 ‘root’ words and that through de-duplication, focus groups, quantitative studies and factor analysis this could be distilled further to a master list of 210. The above graphic is one example of the set of words laid out on grid. If you read through below and then follow the links a much more comprehensive explaination exists, but basically the arrangement of the ‘emotive’ words are grouped in a way that if we find respondents most strongly felt associations with a particular area, and then ask for responses toward products, services etc, these emotional leanings can then be tapped and injected into the branding/targeted marketing for a particular product.

Measuring subconscious desires

Semio is a quantitative tool by which the subconscious desires of adults can be measured. The idea behind it is similar to that of Semiotics, but rather than looking at associations with images, Semio looks at how respondents feel towards words. Semio maps users of brands and media to gain a deeper understanding of what motivates them and to identify synergies.

Warm or cold responses

Respondents are asked to rate how warm or cold they feel towards over 200 key words that broadly cover the English language. The difference in response is explained by five Freudian conflicts:

Community vs Individual
Pleasure vs Duty
Spirituality vs Materialism
Sophistication vs Simplicity
Idealism vs Common Sense

The dominant conflicts in the UK are Pleasure vs Duty and Community vs Individual and the 200 words are mapped over these two axes.

Brand and media usage

Respondents are then asked a number of questions about their brand and media usage. This allows consumers of certain products and media to be positioned on the map according to which words they feel most warm or cold towards compared to the average. It can be used to look at the differences between a Diesel and a Primark shopper, for example, and in turn look at the best fit media to reach those consumers.

An extensive study

The sample size is 3,500 respondents for the main survey every two years followed up by programme and brand dips every six months to keep the data current. The study has information on 500 consumer brands, 200 television programmes and 100 media brands. The latest dip is from January 2010, taking the C4 Semio study into its ninth year providing a rich source of historical data.

A planning tool

For Channel 4 and advertising agencies via Channel 4, the main use of this technique is to compare users of a particular brand with specific television programmes to establish the optimum psychological fit for conventional ad placement or sponsorship. Newly created consumer groups, such as ‘Indulgent Snackers; ‘Premium Grocery Shopper’s and ‘Emerging Technology Owners’, enables clients launching new products to get an idea of where their customers might be positioned on the map and to plan their media accordingly.

This process is incredibly effective and employed by many major companies, including sportswear giants Nike and Puma, and I think we can all agree that there methods at identifying with large audiences on pretty acute levels are effective to say the least. The link below takes you to the Channel 4 (uk) marketing team where you can access further info, including a downloadable Powerpoint explaining the process very clearly. the same source for the above info.

BUT BEFORE THAT…. A proper definition of semiotics (above sort of glossed over) … 101….

“If you go into a bookshop and ask them where to find a book on semiotics you are likely to meet with a blank look. Even worse, you might be asked to define what semiotics is – which would be a bit tricky if you were looking for a beginner’s guide. It’s worse still if you do know a bit about semiotics, because it can be hard to offer a simple definition which is of much use in the bookshop. If you’ve ever been in such a situation, you’ll probably agree that it’s wise not to ask. Semiotics could be anywhere. The shortest definition is that it is the study of signs. But that doesn’t leave enquirers much wiser. ‘What do you mean by a sign?’ people usually ask next. The kinds of signs that are likely to spring immediately to mind are those which we routinely refer to as ‘signs’ in everyday life, such as road signs, pub signs and star signs. If you were to agree with them that semiotics can include the study of all these and more, people will probably assume that semiotics is about ‘visual signs’. You would confirm their hunch if you said that signs can also be drawings, paintings and photographs, and by now they’d be keen to direct you to the art and photography sections. But if you are thick-skinned and tell them that it also includes words, sounds and ‘body language’ they may reasonably wonder what all these things have in common and how anyone could possibly study such disparate phenomena. If you get this far they’ve probably already ‘read the signs’ which suggest that you are either eccentric or insane and communication may have ceased.

Assuming that you are not one of those annoying people who keeps everyone waiting with your awkward question, if you are searching for books on semiotics you could do worse than by starting off in the linguistics section.” D. Chandler


….. Umberto Eco and co. made a living out of defining modern mass culture, society and communication on ‘every level’ imaginable, certainly not just the visual. Implied meaning, association, connections are inherent in all things perceived… Our ‘Semiometrie’ method here plays on the linguistic arena.

*1 http://www.channel4sales.com/effectiveness/research_and_insight/projects/semiometrie

*2 http://www.channel4sales.com/resources/semio_faqs.pdf

*3 A source to download the original text from the creators of this method, ‘LA SEMIOMETRIE: ESSAI DE STATISTIC STRUCTURALE’ by L.Lebart, JF Steiner and M.Piron (2003)

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http://ebook68.com/ludovic-lebart-jean-francois-steiner-marie-piron-la-semiometrie-essai-de-statistique-structurale.html

*4 Another really useful introduction to this method:

http://www.kommunikationsforum.dk/Log/Semiometrie1.pdf

http://www.easeindesign.com/ru/?tag=target-audience

THE ANIMAL INSIDE:

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The Sheep:

Sheep, as the name implies are a herd animal that likes to stay within a group, becoming very uncomfortable when separated from the herd, and have difficulties making decisions on their own. Herd mentality takes over, and they are basically happy to graze with their fellow sheep, doing what their neighbour is doing. The main predator that feeds on sheep are wolves, and therefore a lot of effort of the sheep is spent on making sure they are in a position that makes them least likely to become wolf food. The centre of the herd is a safe place, so position within the group is very important. Sheep don’t mind if one of their members gets eaten once in a while, as long as it is not them. As soon as the predator has feasted, the Sheep will once again bow their heads down and get back to eating. Business as usual. But while the herd is circled by predators, the sheep will do their best of avoid the predator, but will not do anything like banding together to fight the common enemy. Sometimes I believe sheep actually appreciate it when the predators finally caught one of their neighbours, because now they can go back to their lives, and don’t need to worry, until the next time.

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THE BEAVER:

Beavers are non-conformist non-aggressive. One can consider a beaver prey, but as they mainly stick to themselves, hiding in damns under water in small families, they don’t make easy prey, and besides, the wolves prefer sheep. Beavers like to do their own thing, and don’t like to be bothered, or bother others. Many of them like to build things, like damns.

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THE WOLF:

Wolves are the conformist predator. Like sheep, wolves live in a group, a wolf pack, but the rules are quite different. Where sheep will try to out-good and outmanoeuvre each other, wolves life by violence, and the strongest and most brutal lead the pack. Wolves respect only force, and hate any sort of weakness. They like to hunt, and they like to kill, even their own, but they hunt and kill as a pack, not individually.

One side note I would like to make here on something called the Contrarian. A Contrarian is not the same as a non-conformist, because a Contrarian is actually a conformist in reverse. The person looks at what the group does, and does the exact opposite. But he or she still has a reference point on how to make decisions that is based on the group, so he or she is still very much part of the group. Contrarians are easily confused for non-conformists, except that after a while, you will notice the non-conformist will sometimes be on your side, and sometimes not while the contrarian is never on your side.

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THE TIGER:

Tigers are non-conformist aggressive, a solitary predator. This is the smallest group, and like the Beaver, this predator likes to do their own thing, not conform to a group, but unlike the Beaver, this animal lives from the work of others. Obviously tigers also consume, both sheep and beavers, but as they are so few in numbers, they are not the constant concern of the prey.

http://www.northcrossing.com/PsychGroupDynamics.html

http://www.easeindesign.com/ru/?tag=target-audience
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"The Heaven's Lights are fed by the energy generated inside the furnaces of Hell; I AM One Conductive Wire! "

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PostThu Dec 01, 2011 9:43 pm » by Mozi!!a


Thanks Bro :clapper:
If PEOPLE Would Understand This. The World Will Be A Better Place :flop:

Thanks For Time :flop: :hugging:

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PostThu Dec 01, 2011 11:56 pm » by Iamthatiam


demobe wrote:Thanks Bro :clapper:
If PEOPLE Would Understand This. The World Will Be A Better Place :flop:

Thanks For Time :flop: :hugging:


They will Mobe, u 'll see!!! :D

:cheers:
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"The Heaven's Lights are fed by the energy generated inside the furnaces of Hell; I AM One Conductive Wire! "

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PostFri Dec 02, 2011 12:01 am » by Mozi!!a



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PostMon Dec 05, 2011 3:03 pm » by Mozi!!a


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You block your dream when you allow your fear to grow bigger than your faith. ~Mary Manin Morrissey

Keep your fears to yourself but share your courage with others. ~Robert Louis Stevenson

:cheers:

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PostMon Dec 05, 2011 11:01 pm » by Iamthatiam


demobe wrote:Image

You block your dream when you allow your fear to grow bigger than your faith. ~Mary Manin Morrissey

Keep your fears to yourself but share your courage with others. ~Robert Louis Stevenson

:cheers:


Nice words m8, tnx...

:cheers:
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"The Heaven's Lights are fed by the energy generated inside the furnaces of Hell; I AM One Conductive Wire! "



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