InDiMedia

Mixed segmentation

Combining audience segmentation, psychophysiology and textual content analysis. Mixed methodological research of triangulation and parallelization in a multivariate design

Af forfatter allan grutt hansen , anders bonde , morten aagaard

En del af serien E-bøger fra Center for Interaktive Digitale Medier

This book is about using recent developments in the fields of data analytics and data visualization to frame new ways of identifying target groups in media communication. Based on a mixed-methods approach, the authors combine psychophysiological monitoring (galvanic skin response) with textual content analysis and audience segmentation in a single-source perspective. The aim is to explain and understand target groups in relation to, on the one hand, emotional response to commercials or other forms of audio-visual communication and, on the other hand, living preferences and personality traits. Innovatively, the research process is documented via an interactive data-visualization tool by which readers and fellow peers can access and, by using various filtering options, further analyze the results and, ultimately, reformulate the problem field.

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  • This book is about using recent developments in the fields of data analytics and data visualization to frame new ways of identifying target groups in media communication. Based on a mixed-methods approach, the authors combine psychophysiological monitoring (galvanic skin response) with textual content analysis and audience segmentation in a single-source perspective. The aim is to explain and understand target groups in relation to, on the one hand, emotional response to commercials or other forms of audio-visual communication and, on the other hand, living preferences and personality traits. Innovatively, the research process is documented via an interactive data-visualization tool by which readers and fellow peers can access and, by using various filtering options, further analyze the results and, ultimately, reformulate the problem field.

  • Antal sider

    61

    isbn

    978-87-7112-656-3

    issn

    2245-3180

    Udgave

    1. edition

    Udgivelsesår

    2017
  • Filnavn Download

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