TNS Infratest

Semiometrie  

From the realm of values to consumer behaviour

Marketing and media plans are often based on sociodemographic data only. But an individual’s sociodemographic attributes – age, gender, place of residence, education, income – are not causally related to his or her consumer and media behavior! As a result, many marketing measures fail, for instance those aimed at “14-to-49-year-olds” or “affluent singles”. People don’t buy products because they happen to be 14 to 49 years old, but because they rely on individual, culturally transmitted values when making decisions that affect their lives and consumer behavior. They concentrate on what they feel is important, valuable and desirable for themselves personally.

Semiometrie can measure precisely these consumer-relevant value systems. The model uses words as indicators of values held. To collect data, we have set up a representative panel of 4,300 participants who are used only for semiometrie purposes. We have collected a large pool of brand and media data on each of the panelists as well as their ratings of the 210 Semiometrie words.

A defined target group can be characterised by comparing that specific group’s word ratings with those of a non-target group. The result (significantly undervalued or overvalued terms) is projected onto a two-dimensional map. The resulting pattern shows the value preferences of the target group.

Semiometrie for strategic and operative support of marketing decisions:
 

• Brand positioning: What are the fundamental values of the (potential) users of your brand? How is your brand positioned in comparison to those of your competitors?
• Qualitative media planning: Which advertising media possess values comparable to those of your (potential) brand users?
• Sponsoring: Which events or testimonials have profiles similar to that of your (potential) brand users?
• Co-branding: Which brands can be co-marketed thanks to value congruencies?

Semiometrie can give you the answers to these and many other classical marketing questions.

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