Performance Institute Vol. 5

Understanding art from a branding point of view

With Raphaël Almazan

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

In order to comprehend what our readers think and perceive about Raphaël’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. 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

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 249 readers. However, question number 13th (the last multi choice question of this survey), was answered by 180 readers. Some of our readers did not provide an answer to all the questions, reducing the reliability of this study.

Results

We chose and shared via IG Stories 9 of Raphaël’s latest photographs. We asked to our readers 14 questions divided in 5 sections – reach, art, charisma, brand and future – and thanks to their answers now we know a little bit better what people think about @ywnfu’s work and brand! Hereby we present you the highlights of such research:

The word that best describes the photos presented above according to our readers is ‘Pastel’. If our responders could give an advice to Raphaël, they would recommend him to “work on the colors”, “focus more on the emotion of the photo” and “spend more time on processing”. Yet, according to most of our readers, the colors used in the images are appealing to the eye (73%), the compositions are original (59%) and the photos have been well exposed (84%). The feature ‘Art’ is one of Raphaël’s strengths as an artist.

Furthermore, our readers also think that he has a unique style (53%). @lesleybruegger and him, according to our surveys, have obtained the highest ratings in this regard. In addition, these images inspire our readers to travel and go outdoors (73%) and they also believe that Raphaël can tell a story visually (74%). So, according to this survey the feature ‘Charisma’ is also one of Raphaël’s strengths.

On the other hand, the feature ‘Brand’ is one his major weaknesses. This is because the responders don’t think that Raphaël is a profesional photographer (46%) and they don’t consider that the images presented here stand out of the crowd (42%).

The feature ‘Future’ has been rated poorly as well. Although most of our readers think that @ywnfu has more than 10k followers – and he is actually on his way to 7k- only the 41% of them would like to hang at least one of these photos in their home. In addition, only the 37% of the responders would like to follow Raphaël’s work. Does these two results mean that Raphaël does not have a bright future as an artist ahead? Absolutely not!

His images – which can be categorized in the travel niche – differ quite significantly (sites and colors) from what we normally share in our social media! If I had to guess, I would say that Raphaël will keep inspiring us for many years. After all, he is an art director!

Subquestions – Results