Semiometry - people of the same age, the same schooling and the same income can have completely different attitudes and behaviors, which is also reflected in different buying and media behavior. That is why the semiometry of TNS Infratest examines the basic attitudes and values of target groups. The aim of semiometry is to map the values of a respondent.

It is based on the basic assumption that values and specific basic attitudes of people can be mapped and measured through the assessment of terms. Semiotics, i.e. the study of the meaning of signs, is combined with statistics in semiometric analysis. Attitudes, basic attitudes and value systems can be queried and analyzed by querying the likelihood of 210 selected words such as family, social or traditional on a seven-point scale from very pleasant to very unpleasant.

The individual evaluations are condensed into interpretable feature spaces using multifactorial analyzes and shown in the form of a semiometric basic mapping. A semiometric profile can be created for each target group within this mapping. Words that are over or underrated by a target group are highlighted in the mapping. The overrated words embody the specific values of the target group.

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