SOBEMAP MARKETING, a polling organisation belonging to the SOFRES group, has been carrying out audience research by listeners report for RMB/RTBF since November 1991. On its own initiative, this organisation has been introducing semiometry to the Belgian market since 1990. The study sets out to analyse: -the expectation of consumers with regard to radio programming through the expression of their preferences (level of preference by programme, preference for different types of programme for different times of day, perception of radio stations.) - the listening behaviour of the audience (stations listened to, time of listening and listening habits). The expectations and listening behaviour of the audience are then processed using semiometric analysis. A listener typology based on their expectations has been created.
This study was carried out by the interprofessional committee for dairy products CIDIL (Comite Interprofessionnel des Industries Laitieres) in order to define the set of values underlying the attraction to various dairy products, in particular for the young, ranging from 15 to 25 years of age. The final objective is to optimize communication of these products towards the target group of young people. The study makes use of an original methodology called Semiometry, making it possible to gain in-depth understanding of the sensitivities and expectations of a segment of the 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.
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.