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

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Abstract

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.
Original languageEnglish
Place of PublicationAalborg
PublisherAalborg Universitetsforlag
Edition1.
Number of pages61
ISBN (Print)978-87-7112-656-3
Publication statusPublished - 2017
Seriese-bøger fra InDiMedia
Number5
ISSN2245-3180

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psychophysiology
development of methods
triangulation
content analysis
target group
visualization
visual communication
communication media
research process
personality traits
monitoring
segmentation

Cite this

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