© 2020 Nomadict. All rights reserved.
Performance Institute Vol. 3
Understanding art from a branding point of view
With Lesley Brügger
The purpose of this study has been to measure quantitatively what our readers perceive about Lesley’s art. By measuring 13 key components distributed along 5 sections it has been possible to understand what are the strengths and weaknesses of Lesley’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 Lesley’s art?
In order to comprehend what our readers think and perceive about Lesley’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
Methology
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 266 readers. However, question number 13th (the last multi choice question of this survey), was answered by 199 readers. Some of our readers did not provide an answer to all the questions, reducing the reliability of this study.
Results
For the third time we asked our readers to evaluate the work of a photographer and in this case, the results have been slightly different!
First of all, the 92% of our readers didn’t know who captured these photographs. So, Lesley’s art was unknown to most of them. Interestingly, for the 72% of the responders, this was the first time that they saw these compositions! This is one of Lesley’s strengths as an artist, her ability to capture unique perspectives.
On the other hand, the 77% of our readers think that the colors used in these photos are appealing to the eye and they also believe that Lesley has done a good job exposing the photographs (76%). In comparison to the other two artists studied so far (@max.fortner and @cannonmatt), these features have received a lower score.
The same happened with the following item: “these images inspire me to travel and go outdoors” (the 70% of our readers agreed on this point). This result is slightly lower in comparison to the other two artists evaluated previously (@max.fortner 88% and @cannonmatt 89%). Nevertheless, according to the responders, Lesley has the ability to tell a visual story – the 80% agreed on this point.
For the first time among all the photographers studied, our readers strongly believe (76%) that Lesley has a unique style! In addition, according to the results, these photos stand out of the crowd (68%)! The responders also think that Lesley is a professional photographer (70%), although she is still on her way to achieve such goal. Overall, Lesley’s brand and charisma are her strengths as an artist.
Minimalist is the word that best describes her art, these word was mentioned by the 29% of our readers.
The 65% of the responders also think that Lesley has more than 10K followers on social media. However, she has less than 3K. Most of our readers would like to hang at least one of these photographs in their house (62%) and the 68% of them would like to follow Lesley’s work as well. So one can say that Lesley has a bright future as an artist!
Finally, among all the recommendations to Lesley, “keep doing what you’re doing” was the most mentioned advice! Lesley is certainly doing something right!
Sub questions – Results
