© 2020 Nomadict. All rights reserved.
Performance Institute Vol. 4
Understanding art from a branding point of view
With Xavier Rony
The purpose of this study has been to measure quantitatively what our readers perceive about Xavier’s art. By measuring 13 key components distributed along 5 sections it has been possible to understand what are the strengths and weaknesses of Xavier’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 Xavier’s art?
In order to comprehend what our readers think and perceive about Xavier’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 (plus advices) 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 203 readers. Some of our readers did not provide an answer to all the questions, reducing the reliability of this study.
Results
We presented to our readers nine photos in our IG stories. Based on those images, they shared with us some valuable feedback! Here are the highlights!
First of all, one of the things our readers would advice to the artist based on these photos is to “use more realistic light filters”. Even though the vast majority of the responders (84%) think that these photos have been well exposed, most of their recommendations suggest the artist to “experiment with the light” since “some of the pics look more like a painting”. In this regard, our readers really seem to like the palette of colors used (84%) and although most of them have seen these compositions already (51%), the perspectives presented here are slightly more original than two of the other artists studied so far – according to the results. So, overall, the feature “art” is one of Xavier’s strengths.
Most of the responders also think that Xavier is a charismatic artist. This is because these images inspire them to travel and go outdoors (83%) and they also believe that Xavier can tell a story visually (74%). Yet, the 50% don’t think that he has a unique style. But he is really close!
Even though the responders think that Xavier is a pro photographer (68%), the feature “brand” seems to be one of Xavier’s weaknesses. This is because (1) our readers don’t think that these images stand out of the crowd (53%) and (2) no specific word seems to describe well these photos.
On the other hand, Xavier seems to have a bright future as an artist! The 74% of our readers think that he has more than 10K followers – although he has almost 6K – and they would like to hang at least one of these images in their house (65%)!
Subquestions – Results
