© 2020 Nomadict. All rights reserved.
Performance Institute Vol. 2
Understanding art from a branding point of view
With Maximilian Marius Fortner
The purpose of this study has been to measure quantitatively what our readers perceive about Maximilian’s art. By measuring 13 key components distributed along 5 sections it has been possible to understand what are the strengths and weaknesses of Matt’s art according to our readers. This research has been based on the following 9 photographs.
Research question
What are the strengths and weaknesses of Maximilian’s art?
In order to comprehend what our readers think and perceive about Maximilian’s art, 13 questions were used. The questions were grouped in 5 sections. Each section had a main research question:
Section 1. Reach
Main question:
How many of our readers think that they know the name of the artist based on 9 photos?
Subquestion:
1. I know who captured these photographs. YES / NO
Section 2. Art
Main question:
What do our readers think about the 9 photos from an artistic and technical point of view?
Subquestions:
2. I have seen these compositions already. YES / NO
3. The colors used in these images are appealing to the eye. YES / NO
4. These images have been well exposed. YES / NO
Section 3. Charisma
Main question:
To what extent do our readers think that the 9 photos represent a charismatic artist?
Subquestions:
5. These images inspire me to travel and go outdoors. YES / NO
6. Based on these photos, I can say that this artist can tell a story visually. YES / NO
7. Based on these photos, I can say that this artist has a unique style. YES / NO
Section 4. Brand
Main question:
What do our readers perceive about the 9 photos presented from a branding point of view?
Subquestions:
8. These photos stand out of the crowd. YES / NO
9. The word that best describes the art of this photographer is…
10. This artist is a professional photographer. YES / NO
Section 5. Future
Main question:
What do our readers think about the future of the artist based on the 9 photos presented?
Subquestions:
11. This artist has more than 10k followers. YES / NO
12. I would like to hang at least one of these photographs in my house. YES / NO
13. I would like to follow this photographer. YES / NO
Metholodogy
13 questions were asked to our readers via “instagram Stories”. This is a new format that allows researchers to ask questions to a specific segment of the market – composed by the most devoted users of the Instagram account. The responders are normally strongly attached to the corporate brand.
Initially, each reader had 15 seconds to answer each question. This is an ideal timing for them to provide an instinctive and spontaneous answer. Yet, they could go back to the previous question in order to read it again (if necessary) and provide a meaningful and trustworthy answer.
The first question was answered by 254 readers. However, question number 13th (the last multi choice question of this survey), was answered by 193 readers. Some of our readers did not provide an answer to all the questions, reducing the reliability of this study.
Results
For the second time, with the collaboration of our readers we have researched what is the general perception about an artist’s work and brand. This time, our readers got to evaluate some of the latest photographs shared by Maximilian Fortner, a landscape photographer based in Austria.
First of all, according to the survey hosted in our stories, most of our readers are familiar with the compositions used in the 9 photographs presented in this article (61%). For the vast majority of our readers, the colors used in these images are appealing to the eye (86%) and they also think that these photos have been well exposed (88%). These two last features are important strengths of Max’s art according to the survey. Although, for many of the responders, Max could “explore other landscapes, use different perspectives or curate more his own style” – These were some of the recommendations to Max.
Interestingly, these images inspire our readers to travel and go outdoors (88%) and this is because Max, according to the survey, is able to tell a story visually – the 73% of the responders agreed on this point.
On the other hand and taking into consideration only these 9 photos, the 62% of our readers don’t think that Max has a unique style. In addition, the 64% the responders also believe that these photos do not stand out of the crowd. These two features are the major weaknesses of Max’s art according to the survey.
If our readers had to use a word to describe these photos, most likely they would use “moody”. This word was mentioned by the 10% of them.
It should be highlighted as well that the 63% of our readers also think that Max is a professional photographer – based on these photos. Plus, the 73% of them also believe that Max has more than 10K followers on social media. Nevertheless, Max is not yet a pro photographer and he is on his way to reach 4K followers on Instagram. So, our readers believe that Max has a great future as a landscape photographer!
Finally it is worth mentioning that the 61% of the responders would like to hang at least one of the presented photographs in their house and most of them would like to follow Max as well (65%)!
Subquestions – Results
