Performance Institute Vol. 6

Understanding art from a branding point of view

With Yoan Guerreiro

The purpose of this study has been to measure quantitatively what our readers perceive about Yoan’s art. By measuring 13 key components distributed along 5 sections it has been possible to understand what are the strengths and weaknesses of Yoan’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 Yoan’s art?

In order to comprehend what our readers think and perceive about Yoan’s art, 14 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. 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:

10. This artist has more than 10k followers. YES / NO

11. I would like to hang at least one of these photographs in my house. YES / NO

12. I would like to follow this photographer. YES / NO

13. The word that best describes the art of this photographer is…

14. If I could give an advice to the artist, I would recommend her/him to…

Methodology

14 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 287 readers. However, question number 12 (the last multi choice question of this survey), was answered by 230 readers. Some of our readers did not provide an answer to all the questions, reducing the reliability of this study.

Results

About a year ago, Yoan Guerreiro (@yoanguerreiro) gained the courage to quit his 9 to 5 job as a 3D designer and he set out for adventure and the unknown. He just recently became a full time photographer and in order to boost his progression, the responders of our latest survey (287 readers) shared with him – via IG stories – valuable insights into his work and brand.

Taking a look to the 9 photos presented in this post, if our readers could give an advice to Yoan, they would recommend him to “bear in mind the rules of composition and focus more on lighting.” Yet, most of the responders think that the feature “art” in one of Yoan’s strengths. This is because they think that the compositions used in these photos are original (57%), the colors are appealing to the eye (81%) and the images have been well exposed (80%). Furthermore, our readers also think that Yoan is a charismatic artist. Here is why:

According to the 81%, these images inspire them to travel and go outdoors. They strongly believe that Yoan can tell a story visually (79%) and most of our readers also think that Yoan has a unique style (52%). But, on the other hand, the responders don’t think that these 9 photos stand out of the crowd (55%).

Even though our readers would say that Yoan is a professional photographer (52%), they didn’t reach an agreement on the following question: “The word that best describes the art of Yoan is…?” So, according to the results, the feature “brand” is one of Yoan’s weaknesses if we take into account the last three results presented above.

To conclude, it is interesting to know that almost half of the responders (49%) would like to hang at least one of these photographs in their house! Yoan has less than 6k followers, but also half of our readers believe that he has has more than 10k and finally, the 49% of the responders would like to follow his work in the future.

Subquestions – Results