Coding
Coding is the reading of a published material by a trained person, following the instrument's guide, who gives it a 100-point profile across the 12 archetypes. Only observable behaviour is coded, not intention. Some of the materials are coded twice, to check the agreement between coders.
How it enters the measurement
Platform material · not part of the published instrument
The coder sees the material, but not what the leadership has declared, so as not to be pulled towards the expected answer.
An example
Platform material · not part of the published instrument
An ad that shows the product simply, without frills, gets the largest share for the archetype that simplifies choice.
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.