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Semiometrie
What is Semiometrie?

In a nutshell, Semiometrie is a quantitative tool by which we can assess the sub-conscious desires of respondents. It has particular applications in the field of consumer profiling and media planning.

For Channel 4, the main use of this technique is comparing users of a particular brand with specific television programmes to establish the optimum psychological fit for conventional ad placement or sponsorship.

Through the Semiometrie technique we are able to:
  • Understand users
  • Look at market positioning
  • Look at the fit between the advertising and the vehicle
  • Look at the appropriateness of sponsorship or conventional ad placement
How Does it Work?
  • Respondents react to a list of 210 words in terms of their personal warmth to them
  • The words are deliberately abstract to indicate the inner workings of the mind of the respondent and probe their subconscious
  • The words and their interpretation derive from the work of Freud and classic psychoanalytical theory
  • The words are then mapped on a number of axes
Following a successful 'pilot' study, and two waves in 2001 and 2004, Channel 4 have commissioned TNS Media to conduct another wave for 2006. The study is the UK's largest Semiometrie survey to date.

The study has information on 300 television programmes and 300 brands as well as information on radio stations, newspapers, magazines, internet usage and cinema frequency. Programme data will be updated every six months, to more accurately reflect our schedules.

The fieldwork was conducted in March 2006, and the study has a sample of 3000 Adults.

The new wave is now available for analysis.

For further information please contact Stephanie Matthews

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