Performance Institute Vol. 8

Understanding art from a branding point of view

With Chad Torkelsen

About this study

The purpose of this study has been to measure quantitatively what our readers perceive about Chad Torkelsen (@chadtorkelsen) art. By measuring 14 key components distributed along 5 sections it has been possible to understand what are the strengths and weaknesses of Chad’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 204 readers. However, question number 14 (the last multi choice question of this survey), was answered by 182 readers. Some of our readers did not provide an answer to all the questions, reducing the reliability of this study.

Results

Thanks to the responders of our latest survey, where 5 key components of @chadtorkelsen’s art were studied, now we can all learn from the results.

First of all and always according to the results, our readers strongly believe that the colors used in these images are appealing to the eye (86%) and that they have been well exposed (88%). Among all the surveys we have done so far, Chad scored significantly high in these two components.

On the other hand, the responders don’t think that these compositions are different and rare (62%). In addition, always according to the survey, based on these photos they don’t think that the artist has a unique style (69%). Nevertheless, we could say without any doubt that Chad is a charismatic artist.

This is because for the 89% of our readers, these images inspire them to travel and go outdoors, they strongly think that Chad can tell a story visually (71%) and they would recommend his work to their friends (59%). The feature ‘charisma’ is one of the major strengths of Chad as an artist.

It is also interesting to know that even if most of our readers would like to learn from the artist (58%) and they think that he is a professional photographer (63%), they are not quite sure if these images stand out of the crowd (72%).

Furthermore, we could also say that Chad has a future as an artist! This is because the 61% of the responders believe that Chad has more than 10k followers (although he is on his way to reach 5k), the 51% of them would like to hang at least one of these photographs in their house, and the 55% of the responders would also like to follow Chad’s work from now on!

Subquestions – Results