SemDiff
Digital semantic differential
SemDiff digitizes the semantic differential technique. Create custom bipolar scales (e.g. Innovative — Traditional), collect participant ratings, and visualize average semantic profiles with dispersion indicators. Ideal for brand perception, concept evaluation, and attitudinal research.
Try SemDiffHow it works
Create bipolar scales
Define pairs of opposite adjectives (e.g. Innovative — Traditional) and choose a 5 or 7-point scale.
Collect ratings
Share the link with participants. Each person rates the concept on every scale by positioning a cursor between the two poles.
Analyze semantic profiles
The dashboard generates the average semantic profile with dispersion indicators, enabling immediate group comparisons.
What you get
Average semantic profile
A line chart connecting average scores on each bipolar scale, showing the overall "perceptual portrait" of the evaluated concept.
Dispersion indicators
For each scale, standard deviation indicates the degree of agreement among participants. High-dispersion scales signal divergent perceptions.
Group comparison
Overlay profiles of different groups (e.g. customers vs. non-customers) to highlight perceptual differences and convergence points.
When to use it
Brand perception
Measure how audiences perceive a brand on dimensions like innovative/traditional, reliable/unreliable, premium/affordable.
Concept evaluation
Test the perception of a product, service, or design proposal on custom semantic scales before launch.
Attitudinal research
Explore attitudes and implicit associations toward themes, concepts, or experiences using Osgood's technique (1957).
Features
Customizable bipolar scales
Define pairs of opposite adjectives on 5 or 7-point scales. Add as many scales as you want.
Semantic profiles
Visualize the average respondent profile with lines connecting scores on each scale.
Dispersion analysis
Identify high and low agreement scales among participants with standard deviation indicators.
Group comparison
Overlay profiles of multiple sessions to compare perceptions of different groups.