This document summarizes a presentation on Sematools, a web-based visual survey platform that allows companies to efficiently capture consumer perceptions of products through image-based comparative surveys. It aims to provide an easier and more scalable alternative to traditional market research methods for getting feedback on product design. Sematools has completed web development, obtained two pilot customers recently, and outlined plans to expand offerings and client base. The goal is to make product design analytics fast and easy for consumer product manufacturers and designers.

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2. Advisor and SME –
Prof. Uday Athavankar
IDC, IIT Bombay – 20+ years of research in
cognitive psychology and product semantics
Founder – Ashish Ganu
M.Des - IDC, IIT Bombay
15 years of design experience
Founder of Sapling Design Solutions
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3. Scenario: Client wants a quick perception survey
Individualistic?
Stylish?
Youthful?
Aspirational?
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4. Traditional methods are limited
Focus groups and personal interviews
(logistics, time, resources, reach)
Web based survey tools
(comparative inputs, data correlation)
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5. Enter Sematools…
A web-based visual survey platform to capture
consumer perceptions, that is:
Comparative
Image based
Correlated reporting
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6. Client creates a Sematools survey with 18 cars
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7. Respondents take the survey on the web
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8. Results: Target is seen as a typical small car…
Very typical
Very atypical
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9. …that needs work on looking youthful and stylish
“No youth can ever like a muscle
less car. Again, it's not made for
that purpose.”
“coz of the downturned fender”
Very youthful
Not at all youthful
“no sexy curves at all.”
“The design and styling is
pathetic.”
Very stylish
Not at all stylish
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10. Advanced reports…
Comments
Expression Scores
Expression Chart
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11. Advanced reports…
Expression Scores
Confidence of Perception
Comments
Partial Auto Analysis
Expression Chart
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12. Sematools is not just another survey platform…
Emotional
Perceptual
Complex
Easy
Factual
Eyetracking
Eyetracking
soAware
Personal
interviews
Focus
groups
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13. We focus on…
Easy
Factual
Emotional
Perceptual
Perceptions
Complex
Ease of Use
Eyetracking
Expanding Reach
Eyetracking
soAware
Personal
interviews
Focus
groups
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14. Target market in India and abroad
Consumer product manufacturers and designers
(automobiles, white goods, brown goods, lifestyle products, brand identity)
TVS, Bajaj and Hero R&D budget
Rs 700 crore in FY12 ($127 million)
Tata Elxsi revenues
Rs. 539 crore in 2012
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15. Finding customers through…
Product Semantics Training
Story
Direct Sales
Address the Problem
Online Design Communities
Core77, Product Design Hub
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16. Achieved in 6 months
Web interface ready
2 prospects
2 pilot customers in past 3 weeks
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17. The roadmap
Turnkey projects
For development funding and feedback
SaaS Model
Companies use platform on pay per response model lling
e
1. Get their own respondents
Comp
∧ Story
A
2. Use respondent panel available with us
Address the Problem
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18. The roadmap
Working on mobile interface
Working on advanced statistical reports
Get a few paying customers
Raise funds
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19. Summing it up
Sematools makes product design analytics fast
and easy with web-based visual surveys.
Aimed at consumer product manufacturers and
g
designers
mpellin
o
C
∧
Story
Currently 2 pilot projects and 2 prospects
A
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20. Thank you
lin
ompel
C
g
∧
A
Address the Problem
|
+91
9969078134
founders@sapling.in
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