Semiometrics is a speciality which is designed to bridge the gap between the qualitative and quantitative approaches of market analysis. It provides a means of explaining behavioural and attitudinal differences by reference to differential sensitivities projected on a corpus of words. To this end, a semantic field composed of 270 basic word-concepts typical of the French population is employed. Each term included was selected for its representativity and semantic stability. The survey consists in submitting this body of terms to a purpose-built sample asked to rank each word on a scale from 3 to -3 according to its positive or negative impact. The points awarded are used to calculate the "distances" between the words and to position these within a space of meanings. The segmentation process then consists in identifying the words which are notably over- or under-rated by one or other group of the sample population. A semiometric analysis can thus reveal the semantic affinities associated with the behavourial characteristics displayed among that sample. Furthermore, SEMIOMETRICS has a considerable attraction for marketing and communication decision-makers. It produces segmentations and typologies expressed in plain words, i.e. referring to the list of terms representative of the particular perceptions of each population segment or type. This explicit presentation avoids confusion of meaning between the denominations of population types and their real characteristics, as well as any ideological or value- judgement bias which might be applied to the segment definitions. Finally, by defining semiotypes in terms of words and concepts, it provides an effective tool for stimulating the reflection and imagination required for pitching the product presentation in harmony with the specific psycho-semantic imprints of a given target population.
Semiometrics is a speciality which is designed to bridge the gap between the qualitative and quantitative approaches of market analysis. It provides a means of explaining behavioural and attitudinal differences by reference to differential sensitivities projected on a corpus of words. To this end, a semantic field composed of 270 basic word-concepts typical of the French population is employed. Each term included was selected for its representativity and semantic stability. The survey consists in submitting this body of terms to a purpose-built sample asked to rank each word on a scale from 3 to -3 according to its positive or negative impact. The points awarded are used to calculate the "distances" between the words and to position these within a space of meanings. The segmentation process then consists in identifying the words which are notably over- or under-rated by one or other group of the sample population. A semiometric analysis can thus reveal the semantic affinities associated with the behavourial characteristics displayed among that sample. Furthermore, SEMIOMETRICS has a considerable attraction for marketing and communication decision-makers. It produces segmentations and typologies expressed in plain words, i.e. referring to the list of terms representative of the particular perceptions of each population segment or type. This explicit presentation avoids confusion of meaning between the denominations of population types and their real characteristics, as well as any ideological or value- judgement bias which might be applied to the segment definitions. Finally, by defining semiotypes in terms of words and concepts, it provides an effective tool for stimulating the reflection and imagination required for pitching the product presentation in harmony with the specific psycho-semantic imprints of a given target population.
This example illustrates an extremely rewarding method of collaboration between psycho-sociological specialists and econometric specialists. Such collaboration should be developed more end more in the study of many forecasting problems. In this connection, the rule to be followed in approaching the problems appears to be the following: where statistics are available (trade statistics, company sales, or the results of consumer research, for example), it seems advisable to make a preliminary statistical and econometric analysis which comes up with significant results, warns about some peculiarities, and suggests some explanations. This is where the psychologist comes in on already cleared ground where he may better âcenter" his work. Lastly, collaboration between the two approaches should occur to establish a synthesis of the results. On the other hand, where there are practically no statistics, they must be reconstituted by investigation. However, before undertaking it, is extremely useful for the psychologist to make a preliminarily exploratory study of the problems, whereby he can establish the fundamental hypotheses. Then an extensive investigation may be perfected which permits the psychologist to verify his hypotheses, and supplies econometric specialist the quantified elements which he needs.
This example illustrates an extremely rewarding method of collaboration between psycho-sociological specialists and econometric specialists. Such collaboration should be developed more end more in the study of many forecasting problems. In this connection, the rule to be followed in approaching the problems appears to be the following: where statistics are available (trade statistics, company sales, or the results of consumer research, for example), it seems advisable to make a preliminary statistical and econometric analysis which comes up with significant results, warns about some peculiarities, and suggests some explanations. This is where the psychologist comes in on already cleared ground where he may better âcenter" his work. Lastly, collaboration between the two approaches should occur to establish a synthesis of the results. On the other hand, where there are practically no statistics, they must be reconstituted by investigation. However, before undertaking it, is extremely useful for the psychologist to make a preliminarily exploratory study of the problems, whereby he can establish the fundamental hypotheses. Then an extensive investigation may be perfected which permits the psychologist to verify his hypotheses, and supplies econometric specialist the quantified elements which he needs.
The main aim of this exposition was to show that the absence of quantitatively verified, results is not inherent in motivation research. On the other hand, and we stress this point, we do not think that quantification is an absolute necessity for all motivation research. We think it is desirable in the case of fundamental research on a product or brand, intended to guide general sales, advertising and technical policy. In such cases it is essential to know the general motivations, but also to have accurate information on the needs of the different groups of the public and the particular mental picture they have of the product or brand.
The main aim of this exposition was to show that the absence of quantitatively verified, results is not inherent in motivation research. On the other hand, and we stress this point, we do not think that quantification is an absolute necessity for all motivation research. We think it is desirable in the case of fundamental research on a product or brand, intended to guide general sales, advertising and technical policy. In such cases it is essential to know the general motivations, but also to have accurate information on the needs of the different groups of the public and the particular mental picture they have of the product or brand.
Conference papers from the ESOMAR/WAPOR Congress 1957.
What is usually named motivation research is the application of the methods of psychology and sociology to commercial problems and is therefore nothing hut a certain type of research in the field of distribution. Its special aim is to understand and to explain the behaviour of the retailer in order to foresee and to influence eventually his future reactions. Another type of research aims essentially to register and to describe directly measurable facts that does not permit to explain those facts and therefore does not foresee the evolution.