Perception analysis

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Using various techniques to unearth the hidden needs of the consumers

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Perception analysis

  1. 1. Brand Loyalty<br />AmitavBalajiChetan JemiJohnson<br />
  2. 2. In-depth Interview<br />~50 min<br />~50 min<br />~110 min<br />
  3. 3. ZMET <br />Zaltman Metaphor Elicitation Technique<br />Based on following theories-<br />Human mind operates on visual images<br />Metaphor thinking<br />Understand one thing in terms of another<br />Effective & Efficient way to understand consumer perception of brands<br />
  4. 4. Image Analysis & Story Telling‘A picture is worth a thousand words’<br />Informant describes theme of each image<br />Medium to ‘Deep dive’ into customer attitudes<br />To understand <br />Consumers’ thematic perception of coffee<br />Experience of drinking coffee<br />Negative connotations associated with coffee<br /> <br />Relevance<br />Price & quantity has lost its competitive power<br />Quality & symbolic meaning becoming important<br /> <br />Creates integrated marketing communication in product industry<br />
  5. 5. Missing Pictures<br />?<br />Describe issue/relation for which there is no image<br />Issues that were thought of but for which no images were available<br />Further probing to understand key relationships<br />?<br />?<br />?<br />?<br />?<br />?<br />?<br />
  6. 6. Kelly Repertory Grid<br />Idiographic measure of personality<br />Asked to differentiate between 2 sets of images and probed on ‘Why’? Laddering<br />5 – 7 point Scale ranging between extremes<br />Analysis of Results <br />
  7. 7. Most Representative Image<br />Chose picture to represent feeling<br />Picture as the stimuli <br />Consumer <->Brand : How <br />Deeper and more clear than verbal discussions alone<br />
  8. 8. Thank You!!!<br />
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