Coding workshop
The coding workshop is the screen where a coder reads the materials in the queue, one by one, and gives each a 100-point profile across the 12 archetypes, with the guide alongside. The coder does not see what the leadership declared, nor a colleague’s reading. It matters because this keeps the coding independent of the expected answer.
How it enters the measurement
Platform material · not part of the published instrument
For each material, the coder chooses the archetypes that are visible, divides 100 points and writes in one or two sentences what they observed. Only what appears in the material is coded, not what the brand or the category “should” have.
An example
Platform material · not part of the published instrument
In a video ad, a café’s founder explains where the beans come from. The coder gives the most points to the archetype that shows most clearly and notes, in two sentences, what convinced them.
Related terms
Platform material · not part of the published instrument
The method and the author
Platform material · not part of the published instrument
All the reference pages describe the same method: how ACM Framework measures a brand's coherence. The terms are explained in the glossary. The instrument is openly published, with DOI 10.5281/zenodo.22926708, by Dumitru Talmazan.