Analysis of Yevhen Klopotenko's Image Perception

The PR service of the well-known Ukrainian culinary expert Yevhen Klopotenko approached MCG specialists with a research question about how exactly the target audience perceives his image. The goal of the research was to determine the level and nature of recognition, and the specifics of perception.

Research Objectives

• To establish the recognition level of Yevhen Klopotenko.
• To identify the associations with Yevhen Klopotenko's image.
• To ascertain the strengths and weaknesses of Yevhen Klopotenko's image.
• To compare the level and nature of recognition of Yevhen Klopotenko and his competitors.
• To analyze the culinary practices of the target audience and the ways they obtain information about culinary recipes.

To fulfill the set tasks and achieve the goal, we defined a strategy of exploratory research using the formalized interview method.
To conduct the survey, we selected several locations in two cities — Kyiv and Brovary.
The target audience consisted of men (70%) and women (30%) aged 25-45, living in Kyiv and its suburbs, who also regularly cook at home themselves.

Results

1. A descriptive portrait of the target audience from the perspective of its representatives' culinary practices.
2. A comprehensive recognition rating of Yevhen Klopotenko (spontaneous, aided, visual recognition, by types of activity).
3. An associative map of Yevhen Klopotenko's image.
4. Recognition rating of competitors with feedback on their activities.
5. Feedback from target audience representatives on Yevhen Klopotenko's activities.

As a result, the client received a well-reasoned, comprehensive assessment of Yevhen Klopotenko's positioning, which will allow them to determine the future strategy for developing the culinary expert's image.