scarica scheda - Interactive Market Research

METHODOLOGIES _ VISUAL TEST
Visual Test is an integrated qualitative approach used for the assessment of the
visual concepts and combines three tools (Qualitative-motivational, Eye tracking
and Semiotics) to achieve an analysis with a higher value-added.
__GOAL
The tool aims to analyze completely a visual concept in terms of performance (comprehension,
appreciation, memorability, intention-to-buy-generated, ...), evaluation of the details (lettering,
images, colors, ...), screening of several creative alternatives and optimizations and
improvements
__RESEARCHES
The tool represents a comprehensive analysis of all visual stimuli related to the Web (web sites
and portals), the advertising (print, TV, posters), the promotion (brochures, leaflets, ...), the
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marketing (logo, slogan, payoffs, packaging, ...)
METHODOLOGIES _ VISUAL TEST
__APPROCCIO APPROACH
The output of the Visual Test result from the integration of 3 methods:
Qualitative-motivational: analysis of the visual concept with the qualitative methodology
techniques in order to verify the customers’ decoding, the values and the content of the
image conveyed and the improvement and optimization areas
Eye Tracking: support to the qualitative analysis of data related to the visual fruitions of the
concept collected through the technological tool in order to better understand how the
customer perceives the stimulus and react to it and are affected by it
Semiotics: integration of the qualitative insights from the semiotic desk analysis according
to the Qualitatif Total protocol
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METHODOLOGIES _ VISUAL TEST
__THE INTEGRATED APPROACH
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METHODOLOGIES _ VISUAL TEST
__THE SYSTEM OF THE INTEGRATED REPORTING
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METHODOLOGIES _ VISUAL TEST
__OUTPUT
Integrated semiotic/qualitative approach: Total Qualitatif protocol
L’analisi semiotica si integra perfettamente con l’approccio
qualitativo-motivazionale secondo il protocollo di ricerca
TQ - Total Qualitatif:
Studio Qualitativo
Integrato
Le intenzioni comunicative
I codici utilizzati
La decodifica
Analisi
Semiotica Desk
Indagine Motivazionale sul
consumatore
Un esame qualitativo in profondità dei
segni, dei codici e dei valori veicolari in
grado di fornire una valutazione
dell’efficacia del concetto visivo e una sua
un’ottimizzazione
Un esame qualitativo sul campo che
esplora in profondità i vissuti, le
motivazioni e le reazioni del consumatore
di fronte al concetto visivo
analizzato
Due step di analisi :
• Analisi Desk
• Field motivazionale
Due approcci metodologici:
• Tecniche di analisi semiotica
• Tecniche motivazionali
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METHODOLOGIES _ EYE TRACKING
__OUTPUT
Eye Tracking contribution: visual path about the use of a press ad (Gaze Plot)
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