Performance Institute Vol. 11

Understanding art from a branding point of view

With Alejandro Castro

About this study

The purpose of this study has been to measure quantitatively what our readers perceive about Alejandro Castro (@alexcstro) art. By measuring 14 key components distributed along 5 sections it has been possible to understand what are the strengths and weaknesses of Alejandro’s art according to our readers. This research has been based on the following 9 photographs.

Research question

Section 1. Reach

Main question:

How many of our readers think that they know the name of the artist based on the 9 photos presented?

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. In my opinion, these compositions are different and rare.

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. This artist can tell a story visually.

YES / NO

7. This artist has a unique style.

YES / NO

8. I would recommend this artist to my friends.

YES / NO

Section 4. Brand

Main question:

What do our readers perceive about the 9 photos presented from a branding point of view?

Subquestions:

9. These photos stand out of the crowd.

YES / NO

10. This artist is a professional photographer.

YES / NO

11. I would like to learn from this artist.

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:

12. This artist has more than 10k followers.

YES / NO

13. I would like to hang at least one of these photographs in my house.

YES / NO

14. I would like to follow this photographer.

YES / NO

Brand association

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

Methodology

15 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 10 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 177 readers. However, question number 14 (the last multi choice question of this survey), was answered by 156 readers. Some of our readers did not provide an answer to all the questions, reducing the reliability of this study.

Results

Based in Mexico, Alejandro Castro is a voracious traveler and nature photographer. If you take a look to his gallery, you will find out pretty quickly that he loves wild places. Even if he has shared just 59 photos on his Instagram account to this day, our readers have rated his work in an incredible positive way. Quality over quantity.

We presented in our IG stories 9 photos captured by Alex. We asked our readers 15 questions in order to measure and understand what do they think about Alex’s art and brand, and now we can all learn from the results!

First of all, even if Alex has less than 4k followers on Instagram, the 65% of the responders thought that he had more than 10k. The vast majority of them (71%) would like to hang at least one of these photographs in their house and they would also like to follow Alex’s work in the future (73%). As such, we could say that Alex has a bright future as an artist. We truly hope he can keep delivering quality content!

Our readers think that he has a bright future as a photographer because in their opinion these 9 photos stand out of the crowd (63%). Actually, they believe that Alex is a professional photographer (74%) and this is one of main reasons why most of them would like to learn from him (67%).

Above all, the responders believe that Alex is a charismatic artist! According to the results, these 9 images inspire them to travel and go outdoors (86%), so they would recommend Alex’s work to their friends (74%). Furthermore, they strongly believe that Alex can tell a story visually (85%) and that he has a unique style (68%).

So, what about Alex’s art?

The responders believe that the compositions used in the images are different and rare (59%). In addition, they also strongly believe that the colors used in these images are appealing to the eye and that the photos have been well exposed (83%). Actually, no weaknesses in Alex’s art or brand have been found!

Within our Performance Institute, Alex obtained one of the highest scores so far.