Novel segmentation techniques

Date of publication: June 15, 1999


Most image studies make use of attributes that attempt to describe the target audience’s perception. However this approach suffers from a clear bias in rationality by limiting the information to what is translatable in verbal terms. Nevertheless it is known that individual behavior stems from both rational and emotional factors which are not always perceived through words alone. This paper describes a methodology that makes us aware of the emotional relations of individuals’ with companies as well as how to characterized companies using animal names as input. I bis technique uses pictures of mimes representing basic emotions previously validated with a representative sample. Animal features were also validated in a quantitative fashion. In this ease names were used instead of pictures that could skew perceptions. The technique will be exemplified using a case in Chile’s communications area and its actual functioning will be shown using correspondence analysis and crossed analysis between both techniques (emotions vs. animal characterization).

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