Digit-tracking: Interpreting the evolution over time of sensory dimensions of an individual product space issued from Napping® and sorted Napping

Abstract

Up to now, the sole information used when analysing (sorted) Napping® data has been the coordinates of the stimuli on a plane (and the way these stimuli have been grouped). This information corresponds to the final configuration provided by one subject. Beyond this final configuration, it is interesting to observe what the subject actually did during the whole experiment.Rather than focusing on the final configuration only, our starting point is to collect and analyse data from the moment the stimuli are presented, to their final configuration. The rationale behind is to explore the evolution over time of the sensory dimensions that structure a set of stimuli.In this paper, we propose a new methodology for studying the evolution over time of sensory dimensions of an individual product space issued from Napping® or sorted Napping. This methodology is based on a technique for collecting data, named digit-tracking: data are collected on a tactile device, and stored on a server that depends on the collaborative environment Holos, specifically developed for that purpose. The proposed methodology is presented through a case study on advertising videos of 10 luxury men perfumes.From a product perspective, our methodology helps in assessing the relative importance of one dimension on another dimension. From a subject perspective, it helps in understanding the different individual cognitive processes (i.e., the different behaviours) and in differentiating them.