© 2020 Nomadict. All rights reserved.
Performance Institute Vol. 1
Understanding art from a branding point of view
With Matt Cannon
The purpose of this study has been to measure quantitatively what our readers perceive about Matt Cannon’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 Matt’s art?
In order to comprehend what our readers think and perceive about Matt’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
Methodology
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 252 readers. However, question number 13th (the last multi choice question of this survey), was answered by 198 readers. Some of our readers did not provide an answer to all the questions, reducing the reliability of this study.
Results
The results presented along this study are a good measure to comprehend what people perceive about Matt’s art. Yet, further studies need to be completed in order to completely understand the brand image of the artist.
Main outcome
How many of our readers think that they know the name of the artist based on the 9 photos presented?
According to the results, the vast majority of our readers did not know who captured the photographs presented. Yet, the 13% of them were able to recognize at least one of the photos and link it to the artist.
What do our readers think about the 9 photos from an artistic and technical point of view?
From an artistic point of view, our readers have a great perception about Matt’s art. Almost all the responders thought that the colors used in the images were appealing to the eye. In addition, they also strongly believed that the images were well exposed.
On the other hand, the 60% of the responders had already seen photographs with similar compositions.
To what extent do our readers think that the 9 photos represent a charismatic artist?
Interestingly, for the 89% of our readers the images presented along the research inspired them to travel and go outdoors. In addition, the 84% of the responders also think that Matt can tell a story visually, based on the photos presented.
However, the 61% of the responders – based on the 9 photos presented – don’t think that the artist has a unique style.
What do our readers perceive about the 9 photos presented from a branding point of view?
From a branding point of view, the 66% of the responders think that Matt is a professional photographer. Although, as he mentioned, he is not yet a pro photographer.
It is also interesting to know that the 64% of the responders also think that the 9 photos presented don’t stand out of the crowd.
Finally, within this section, according to the responders the word that best describes Matt’s art is “adventure”, but also “moddy”, as both words were mentioned the same amount of times (3 in total).
What do our readers think about the future of the artist based on the 9 photos presented?
Apparently, according to the results, Matt seems to have a great future as an artist!
The 76% of our readers think that Matt should have more followers on social media! They think that Matt has more than 10k followers while he is actually on his way to 7k.
In addition, the 64% of the responders would like to hang at least one of the presented photographs in their house! Something to take into consideration, for sure!
Finally, the 68% of the responders would like to follow Matt on social media! This is also a great result which is in line with the positive results retrieved along this section.
Subquestions – Results
Conclusion
Overall, the main strength of Matt’s art, according to the approximately 250 responders of this survey, is his artistic approach. The exposure and colors are overwhelmingly well received, while the compositions could be more varied.
Even though Matt’s photos don’t seem to stand out of the crowd and the responders think that the photos presented do not represent a unique style, most of our readers would be willing to purchase at least one of the photos!
Interestingly, the responders have a really good perception of Matt’s brand. Most of them think that he is a pro photographer, while he is not yet. And they also think that he is a charismatic artist.
This is because Matt, according to the results, can tell a story visually and inspire people to travel and go outdoors.
