Assessing Sub-Conscious Desires
What is Semiometrie?
Semiometrie is a quantitative tool by which we can assess the sub-conscious desires of respondents.
That’s fine but I am in advertising, I don’t care about the sub-conscious part of the mind. What can it do for me?
It has particular applications for consumer profiling and media planning.
Really, tell me more…
It allows users to discover just what it is that consumers really want as opposed to what they claim they want.
But surely people know what they want?
We live in an over-researched era in which respondents, when communicating their thoughts, values and ideals, have learnt what the accepted norms of society are and therefore often tailor their opinions to reflect accepted society norms. Imagine the power of understanding what your customers and prospective customers really want and crave at a sub conscious level, as opposed to having them repeat marketing messages back to you or telling you what they think you want to hear.
Yes, but why should I trust the findings?
Semiometrie is a well established and respected research tool in France, Belgium, Germany and more recently the UK. It is used as a media planning tool to match programmes with potential sponsors or advertisers and vice versa. Indeed it is widely used by Channel 4 in the UK
How do you measure the subconscious?
In a surprisingly rigorous and mathematical way! A battery of 210 words and phrases were developed, using sound mathematical principals, as a ‘routemap’ to the sub-conscious. Respondents work through the words as a self completion exercise rating their warmth towards each word. The words are deliberately abstract and so have no obvious relationships to the market being researched and no consequent rationalisation bias. The words serve to indicate respondents’ sub-conscious desires on a number of axes, Individual, Community, Pleasure and Duty. Using this wordmap as our basis we can then highlight those words that respondents were particularly warm towards, compared to the total population.
But how is it applicable to marketing and advertising?
With this type of research we can put our programmes and advertisers on the couch and see what makes them tick. It unearths their consumer values, their motivations and their choices.