Semiometrics is a procedure for describing target groups qualitatively. It is based on the assumption that peoples' values can be depicted by having them judge various terms. The indicators here are 210 terms derived from a statistical analysis of a huge number of words and covering all the sensations people can have. The assessment of each of these specific terms reflects the value systems of the various individuals taking part. Target groups are created using additional information on product and media use. This enables an identification and comparison of the value systems of product user and/or viewers to be made.
The Method A representative panel of 4,300 viewers made available by TNS EMNID provides data on the 210 terms selected [surveyed on a 7-step scale from very pleasant to very unpleasant] as well as on media use [110 television shows] and brand use [460 brands from 49 product / service sectors]. The judgments on the 210 terms by those being surveyed are then displayed on a spatial semantic graph. The space is fixed and serves as a basis for positioning [basis mapping]. The distance between two terms shows the difference between two judgments. The more different the judgment, the more distant the terms are apart within the semantic space and thus also on the basis mapping. The semantic space is prescribed by two axes labeled Individuality / Sociality [vertical axis] and Duty / Joy of Living [horizontal axis] which aid orientation within the space. By asking questions on media use and brand use, it is possible to construct certain target groups. For instance, persons who regularly view the comedy show "Ladykracher" or those who would perhaps purchase Crunchips snacks can be identified [relevant set]. A target group is compared to the group complementary to it in terms of the judgment they have of particular terms. Significant deviations are marked and display over- or undervalued terms within the target group and thus also within the value system of those people.
Possible analysis of individual positioning Individual positioning shows the value system of the selected demographic, i.e. what these people "are really like." Choose any brand, show or broadcaster you like!
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