Psychosemantic methods are the methods which help to combine research of in-depth, unconscious characteristics of consumers’ mind and quantitative approach to estimation.
Unconscious, emotional image of the estimated object is revealed with the use of semantic differentiation technique. It must be stressed that there is the unconscious one which is discovered, because there may be significant different between conscious and unconscious attitude. For instance, the survey, devoted to consumers’ attitude to advertisement, showed their unconscious positive attitude to it. Meanwhile, the traditional conscious attitude to advertising is rather bad than good, and we are used to hearing that it is obsessive and annoying.
The technique is a list of metaphoric adjectives, which allow respondent’s creating “own” image of the object under estimation.
Our company practices frequent use of semantic profiles for study of the conception “ideal design”, its comparison with attitude to real design while testing. Brand names are custom objects of semantic analysis. Conceptions are estimated according to:
- Emotional value for a consumer.
- Activity, which demonstrates dynamics level, changing potential.
- Power, which indicates hidden capabilities and influence on a person.
Kelly’s Grid helps to disclose and analyze not only the system of constructs, gotten by a subject about a product (i.e. its attributes), but also the deep unconscious attitude to it.
