About the Tools Based on product semantics theories

1. About the Tools Based on product semantics theories Product Semantic Tools

2. Product category mapping tool: Aims • How people make sense of the real world market scenarios crowded with competing products • Which product is used as a cognitive reference to understand the category (Defining typical) • Develop understanding of how people perceive and cognitively map product categories and what they are willing to include and exclude in the maps • How people with different profile perceive and map products • Researcher gets insight into peoples’ understanding and the rules and norms that govern the locations of of these products on the map Product Semantic Tools

3. Demo of the product category mapping tool Process • Photographs of all the competing products from the market are presented to the respondents • They drag and drop products (photos) into five categories from Very typical to ……. very Atypical • The results are presented back and they are asked to comment on their reasons • When all the respondent complete the task, the data is processed and presented as a map • On mouse over, map images will give (yet to be implemented) • statistical information • respondent comment • Decision time Product Semantic Tools

4. Step 1: Collect images of competing products and Ask respondents to give a typicality rating [1 to 5 scale] drag-n-drop Product Semantic Tools

5. Product Semantic Tools

6. Product Semantic Tools

7. Product: Map for cigarette lighters Respondent’s perception of Lighter-ness Product Semantic Tools

8. Product: Map for wrist watches with analysis The steel wristwatch which looks more like a bracelet epitomizes atypicality owing to its nearness to a jewellery than a functional wrist watch. The surface glow also amazes the observer. The atypicality of the image majorly owes its rating to the naked mechanical appearance than any apparent functional time display.the cylindrical dial also causes a shift in the observer’s attention to call it as a typical wrist watch The brown belt wrist watch has gained a position near the typical rating owing to its circular dial and very typical wrist watch design, with a leather belt and a time adjustment knob. The atypicality of the watch can be attributed to the display on the dial which forms a barrier betweent he observer’s first heed and the product’s communication After 2.5, the calculator wrist watch forms a demarcation , showing the reluctance of the observer to accept it as a typical watch The heavy grouping of the products can be reasoned as their typical construction and the relations that the observer develops with the kind of products one is already familiar with A completely new meaning is given to the product through the display and forms a strong attribute to be kept towards the Atypical column Respondent’s perception of Wrist watch-ness Product Semantic Tools

9. Fashion: Map for earrings Respondent’s perception of Earring-ness Product Semantic Tools

10. Fashion: Map for ladies shoes Respondent’s perception of Ladies shoe-ness Very Typical  Very Atypical Product Semantic Tools

11. Graphics: Map for stamps Respondent’s perception of Stamp-ness Product Semantic Tools

12. Packaging: Map for liquor bottles Respondent’s perception of Liquor bottle-ness Product Semantic Tools