Performance Institute Vol. 9

Understanding art from a branding point of view

With Markus Koch

About this study

The purpose of this study has been to measure quantitatively what our readers perceive about Markus Koch (@markuskooch) art. By measuring 14 key components distributed along 5 sections it has been possible to understand what are the strengths and weaknesses of Markus Koch’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 215 readers. However, question number 14 (the last multi choice question of this survey), was answered by 179 readers. Some of our readers did not provide an answer to all the questions, reducing the reliability of this study.

Results

Markus Koch is an explorer and landscape photographer having traveled to some of the most impressive mountain ranges in Chile, Argentina and Switzerland for instance. As he continues traveling and progressing as a visual creator, he made a stop at @nomadict in order to understand a little bit better where he is at as an artist.

Thanks to the responders of our latest survey (more than 200 responders on @nomadict’s IG stories) today we can guide Markus artistically!

First of all, the feature ‘art’ in one of Markus’ strengths. This is because most of our readers think that the colors used in these images are appealing to the eye (67%) and that the photos have been well exposed (74%). The compositions are not that different and rare as we may want (57%), yet, these photographs are able to inspire our readers in order to travel and go outdoors (81%).

The 67% of the responders think that Markus can tell a story visually and they would recommend his work to their friends (54%). On the other hand, the 59% of them don’t think that the artist has a unique style, while the 66% thought that these photos didn’t stand out out of the crowd. These two features are the main weaknesses of Markus as an artist.

Interestingly, most of our readers think that Markus is a professional photographer (60%) and they also believe that it is possible to learn something from him (54%). Perhaps these are the two reasons why most of the responders believe that Markus has more than 10k followers (59%), although he is on his way to reach 5k.

Finally, it is worth mentioning that the 45% of our readers would like to hang at least one of these photographs in their house. In addition, the 52% of them would like to follow Markus’ work, so more than 100 people actually!