Communications/Wikimedia brands/Perceptions/2016/Research data

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These are the condensed research notes from Community brand perceptions study. They group the specific answers given by participants within the question topic areas.

Each section represents a specific area of inquiry. The response areas have been grouped by common ideas or phrasing. Phrases can and are placed into different topic areas if they relate to multiple ideas. Each answer also includes a note of how many participants gave this topical response, indicated by a parenthetical note of x of 20 responses. Because there were 20 participants in the study, that is our maximum total.

On Wikimedia[edit]

How does the community define Wikimedia?[edit]

  • An Organization of support for Wikipedia (7 of 20 responses)
    • “The Foundation that gives support to Wikipedia and other projects”
    • “[A] Foundation that supports all of Wikipedia and Wikimedia projects. Headquarters for the movement and all of the Community.”
  • I don’t explain it (5 of 20)
    • “I don’t describe Wikimedia to anyone.”
    • “I don’t explain Wikimedia. To a layman, they don’t know.”
    • “I don’t want to explain that there’s stuff other than Wikipedia because it’s such a long story”
  • An Umbrella (4 of 20 responses)
    • “Wikimedia is the umbrella project for Wikipedia and all the sister projects”
    • “It’s the umbrella community that Wikipedia is a part of”
    • “It’s the big umbrella under which we can find so many projects and communities all of them are there to support and make free knowledge”
    • “[A] System or institutional umbrella.”
  • A Community, A Movement (4 of 20)
    • “Wikimedia is like a movement”
    • “It’s a movement”
  • A Foundation, A Non-Profit (3 of 20)
    • “An American Foundation with volunteers”
    • “A Non-Profit that keeps Wikipedia and it’s projects … available to the world”

What are the characteristics of Wikimedia?[edit]

  • Intelligence (6 of 20)
    • “Smartest person alive ever”
    • “Intelligent, so intelligent. Geeky. Outgoing.”
    • “Generous, intelligent person.”
    • “Nerdy looking”
    • “Brainy, fairly articulate”
  • Flexible/Open/Supportive (5 of 20)
    • “A person who adapts to any environment.”
    • “Open minded and ready to accept ideas. Welcoming people from diverse cultures. They

target their work in creating or sharing ideas.”

    • “Open to everyone, accepting and encouraging.”
  • Friendly (5 of 20)
    • “Open to everyone”
    • “Welcoming people from diverse cultures”
    • “One of my best friends”
  • Multi-faceted, flexible (5 of 20)
    • “Able to control many things”
    • “Someone with multiple personalities… an octopus rather than a person”
    • “A multitasker”
    • “A chameleon, a person who adapts to any environment”
  • Like a mother (2 of 20)
    • “She is like a mother. She helps when there is need.”
    • “It would be like the mother of a family.”


First thoughts or associations when you see the logo?[edit]

  • The community, The movement (6 of 20)
    • “Collaboration for generations”
    • “All of Wikimedia”
    • “Wikimedia movement”
    • “[an] insider fraternity among people who remember what this logo is”
    • “It’s a circle, it’s about community and unity. We work together”
  • A human (5 of 20)
    • “It looks like a man”
    • “A person with a caring sign, hands like a mother holding a baby”
    • “I see the open hands”
    • “It looks like a person that is hugging”
    • “If I think real hard, I can see a person or a world”
  • I don’t get it (4 of 20)
    • “There is nothing special about that logo”
    • “First time I saw it, I had no idea what it meant”
    • “I just see it as a logo, I don’t recognize it. I cannot explain it”
    • “I don’t know, I never really got it.”

First thoughts or associations when you see the Word ‘Wikimedia’?[edit]

  • Family/ Belonging (2 of 20)
    • “Has an opportunity to contribute. Feeling of belonging.Close to this movement.”
    • “For me that’s family. It has been a huge part of my adult life for 10 years. So many fantastic friends and stories, and events.”
  • The movement (3 of 20)
    • “Wikimedia movement. Kind of nebulous. A community of volunteers and staff who work on free knowledge projects.”
  • Wikipedia (6 of 20)
    • “Wikipedia of media. Media only.”
    • “I often say that Wikimedia is the mother of Wikipedia.”
    • “I think of Wikipedia. Then the movement or the community.”
  • Umbrella (2 of 20)
    • “I see the whole umbrella.”
    • “It sounds like an umbrella organization. In my experience any organization with media in the name is a conglomerate.”
  • Confused/ Apathy (5 of 20)
    • “No feelings.”
    • “Dry. Not boring but not hip.”


What does the Community like about the Wikimedia logo?[edit]

  • The colors (13 of 20)
    • “I like the primary colors”
    • “Simple color scheme”
    • “The colors are simple”
    • “I like the combo of colors”
    • “I like the colors a lot”
  • The round shape (10 of 20)
    • “The shape! The circle.”
    • “The round circle.”
    • “In Chinese culture, the circle means harmony, unity. So I associate this with unity.”
    • “That it is round. I prefer roundish things. It says softness.”
    • “I like the circle shape.”
  • The simplicity (4 of 20)
    • “It’s simple!”
    • “Simple. Round. I can find no fault”
    • “Simple color scheme, very simple shapes”
  • The human figure (3 of 20)
    • “I can see a person”
    • “I view it as leaves of a book that someone is reading”
    • “The round circle, the head of a person.”


What does the Community dislike about the Wikimedia logo?[edit]

  • Nothing, this is Fine (7 of 20)
    • “Nothing really, it just works. I can’t see a rationale to change it.”
    • “I don’t think I would do anything to it.”
    • “I never thought about it. I like it very much. Brands shouldn’t change because people can’t relate.”
  • I Don’t Understand the meaning (5 of 20)
    • “Similar to a peace sign, a bit confusing”
    • “It can mean anything. It does not have specific value.”
    • “I need to understand it. If I knew the story then I would be able to give you more direction. If I understood the symbolism, I could give more feedback.”
    • “I don’t like the line down the middle. It suggests divisions.”
    • “Connection between logo and what it represents. Symbolism behind it isn’t very clear.”
  • Doesn’t relate to WP (3 of 20)
    • “I don’t think it’s really striking as an image. There is no immediate association between the logo and what we do. But then again you can’t do that because we work on abstract things…. It’s difficult to bring down ideas without physical things to a physical shape.”
    • “I don’t like that it doesn’t suggest wiki. Wish it had language or W to suggest connection with Wikipedia.”
    • “Nothing special. Because I feel attachment to the organization, I’d like to have one that ties to an organization that people know. Words connect more strongly.”
  • Color (red) (2 of 20)
    • “The maroon color. Because that is totally in contrast with the green and blue. The maroon doesn’t relate.”
    • “Red. I would use electric blue.”

Most Important thing a person should feel when they look at the Wikimedia logo or word?[edit]

  • Family, Community, Collaboration (6 of 20)
    • “I would hope that they feel it is a family where everyone works toward the same goals in harmony.”
    • “That everyone is welcome and should give it a try.”
    • “Belonging”
    • “Community”
    • “They should understand that we are volunteers and that this is a non-profit organization.”
    • “Sharing”
  • Free Culture, Free Knowledge (3 of 20)
    • “Knowledge. Freely available.”
    • “Beacon of free knowledge. The organization that the famous Wikipedia is part of.”
  • More Than Wikipedia (3 of 20)
    • “They should know that there is more than Wikipedia.”
    • “They should think of it as the backend of the Wikipedia project. They should see Wikimedia as the support of Wikipedia.”
    • “My community won’t recognize this, they only recognize Wikipedia. It’s a problem that they only know about Wikipedia. They should know that it’s a lot more. Projects, technical aspects. It’s an issue.”

On Wikimedia Projects[edit]

Project brands participants like[edit]

  • Wikidata (8 of 20)
    • “Wikidata is the best. In terms of semantics it’s perfect - the color, font, barcode”
    • “It is quite clever. It spells wiki in morse code.”
    • “Wikidata has nice symbolism but it might get dated.”
    • “The barcode is great”
    • “It is simple and obvious”
  • Commons (6 of 20)
    • “I like the arrows. I like to say it “Commons” no “Wikimedia Commons.”
    • “I like the project”
  • Wikipedia (4 of 20)
    • Recognizability
  • Wikimedia (3 of 20)
  • Wikisource (2 of 20)
    • “I like wikisource best because there is an iceberg and they only see the tip.”
  • Wikispecies (2 0f 20)
    • “The design of wikispecies is perfect.”
  • Metawiki (2 of 20)
    • “Metawiki logo is a favorite because it has the globe to suggest something that is global but then it has familiar colors.”
    • “I like Metawiki because it has a globe.”

Project brands participants dislike[edit]

  • Wiktionary (7 of 20)
    • “Wiktionary is the worst. It feels like an early stage free software startup. Too amateur.”
    • “It’s like something very amateur.”
    • “Wiktionary is the worst. Different colors and shape, random and scattered”
    • “Wiktionary logo is not sophisticated - colors are terrible. Baby five years old made it.”
    • “I don’t know what this has to do with Wiktionary. I hate it, what does it mean”
    • “This was a bad choice. It’s confusing.”
    • “Logo doesn’t make sense.”
  • MediaWiki (7 of 20)
    • “I can’t make sense of it “
    • “The sunflower has nothing to do with anything.”
    • “The flower is weird.”
    • “Don’t like the sunflower. Should be media.”
  • Wikisource (5 of 20)
    • “Feels old. Like 90’s. Outdated. I can make it.”
    • “I don’t understand what it is. Not a good logo.”
    • “ What does the iceberg mean? Why the iceberg?”
  • Wikiversity (4 of 20)
    • “Looks so amateur”
    • “I dislike the Wikiversity logo. It’s very complicated.”
  • Wikiquote (3 of 20)
    • “Bad typeface. It’s a wifi sign.”
    • “I don’t like wikiquote because of it has a broadcasting association.”
  • Wikimedia Labs (3 of 20)
    • “I don’t get Wikimedia Labs. I am a big fan of unicorns but why here.”
    • “I don’t find a connections between wikilabs and a unicorn.”
    • “What does the unicorn have anything to do with Wikimedia.”
  • Wikibooks (2 of 20)
    • “Feels old. Like 90’s. Outdated. I can make it.”
    • “I wish Wikibooks had different colors. Something about this doesn’t link.”
  • Wikivoyage (2 of 20)
    • “Doesn’t make sense"

On Wikipedia[edit]

How often does the community explain Wikipedia?[edit]

  • Never (6 of 20)
    • “I don't have to explain it to anyone. Almost everyone in today's era, even our parents know, and they use it in their daily lives.”
    • “I don't speak about it that much, it's become a given.”
  • Never the website, sometimes the movement/community/how-to (4 of 20)
    • “I don't need to explain what WP is. But I need to explain how we edit, what we do as a Volunteer.”
    • “Wikipedia as site, I never explain. As project, a lot. I usually ... Wikipedia is a bunch of wise asses coming together to share what they know... In the best sense. “
  • All the time (4 of 20)

“Too many times - thousands in a year.” “I Explain all the time, it's so common.”


How does the community define Wikipedia?[edit]

  • Knowledge for everyone, a source of information (5 of 20)
    • “[We] take knowledge to everyone”
    • “It's a source of knowledge and answers to questions.”
  • Online encyclopedia (5 of 20)
    • “An encyclopedia you should have. How would you accept a book from two people? How about a book from 10,000 people. “
  • Anyone can add to it (5 of 20)

“If you love your language, this is the thing you should contribute to. In 21st century the most important thing is that knowledge should be free. “ “you can help, you can edit. We always say that you can edit.”

  • Don’t need to (4 of 20)

First thoughts or associations when you see the logo?[edit]

  • Knowledge (8 of 20)
    • “The world of knowledge”
    • “Free knowledge in all of the languages”
    • “Knowledge that is in progress. Knowledge that is being built”
    • “Knowledge. Coming from all of the languages, from all of the world, and it's incomplete so people know they have to add to it.”
    • “I think of a world of knowledge, languages, but that is unfinished. “
  • Incompletion (7 of 20)
    • “The missing part. We need to keep working!”
    • “ Why are pieces missing? Because the work isn't done.”
  • Diversity, Globalization (7 of 20)
    • “Connection between different languages, cultures. A place where things come together.”
    • “Globalization. Wikipedia would be a very good example of globalization. Many people working on one thing from around the world in many languages.”
  • Language (6 of 20)
    • “Connection between different languages, cultures.”
    • “Knowledge. Coming from all of the languages, from all of the world, and it's incomplete so people know they have to add to it.”
  • Wikipedia (4 of 20)
    • “Wikipedia! Even before participation in 2004.”
    • “The English Wikipedia”
  • Community (2 of 20)
    • “The community I belong to”


First thoughts or associations when you see the word?[edit]

  • Encyclopedia (5 of 20)
    • “The encyclopedia. I think of the source of information, not my participation”
    • “Wiki means anyone can add, pedia comes from Encyclopedia. So I think Encyclopedia that anyone can add to”
    • “Encyclopedia. I think of the encyclopedia.”
  • Home, Belonging (5 of 20)
    • “It’s kinda like home for me”
    • “Familiar. I belong there”
    • “The community. My friends”
  • The website (3 of 20)
    • “Internet”
    • “I think of the website. The English language edition.”

What are the characteristics of Wikipedia?[edit]

  • Genius, Brainy (6 of 20)
    • “Einstein. An extremely geeky person with a long beard, long hairs. Not very polished.”
    • “Articulate, brainy, but not cohesive”
  • Helpful (4 of 20)
    • “A person who is always available, who can help you any time when you need”
    • “Helpful, she represents the most helpful thing in the whole internet.”
    • “It's almost like a god in knowing so much.”
  • Teacher, Old Wise Man, Professor (4 of 20)
    • “A teacher, but not a formal school. For people in favela. They are so nice and helping, tell you to go to school.”
    • “Like an old professor. An old wise man, who you can ask all of the questions.”
  • Know-it-all (3 of 20)
    • “Some kind of a magician or a wizard. He knows everything. “
    • “a know-it-all person, but not necessarily un-nice. He knows everything.”
  • Friendly (3 of 20)
    • “A good friend. Yes, a good friend. A person who is always available, who can help you any time when you need. Can help with anything you need.”
  • Mother (2 of 20)
    • “she is someone who loves people and loves helping people. She is willing to sacrifice.”

What does the Community like about the Wikimedia logo?[edit]

  • Incomplete (11 of 20)
    • “I like the idea that it is a puzzle globe that is incomplete. It evokes a feeling that you want to add something.”
    • “I like that it is incomplete, and element of constant improvement.”
    • “The jigsaw puzzle - and the missing piece. The puzzle is almost complete, but just missing "you".”
    • “I like the upper part that has been left empty. It gives me the feeling that there is always room. Like an open bottle that never gets full. Open for knowledge.”
    • ”The jigsaw puzzle and shows how it can never be complete. You can never say, "I know everything". It is a philosophy. There is no ultimate knowledge, there is only how you see things. Knowledge is relative."
  • Languages (8 of 20)
    • “every character represents a letter that is the first letter of Wikipedia in those languages.”
  • Jigsaw, Puzzle, Different Pieces (7 of 20)
    • “I like the pieces, it gives a feeling of togetherness.”
    • “The jigsaw puzzle. That every character represents a letter that is the first letter of Wikipedia in those languages.”
  • Suggests diversity (6 of 20)
    • “Different [puzzle] pieces means diversity]”
    • “It isn't complete and it is diverse.”
    • “It shows diversity because of the languages.”
  • Global (4 of 20)
    • “You don’t have to think really hard: different languages, connectedness, worldwide, incomplete.”


What does the Community dislike about the Wikimedia logo?[edit]

  • It’s perfect (11 of 20)
    • “I like it!”
    • “Keep it as it is”
  • Wish it included more languages (7 of 20)
    • “I wish it showed more languages”
    • “When I first saw it, I didn’t like that it was only a few languages. We need to show more languages”
    • “Make the pieces smaller to show more languages”
    • “I would like if there was Punjabi on the front”
  • Wish it had colors (3 of 20)
    • “Some color would be nice… the rest of the WM logos have colors”
    • “More color”
  • Wish it were 3D (2 of 20)
    • “I want a 3D image”
  • Wish it were animated (2 of 20)
    • “I wish it moved. I wish it were animated. Why doesn’t it move?”
    • “It should move”

Most Important thing a person should feel when they look at the Wikimedia logo or word?[edit]

  • Free Knowledge (5 of 20)
    • “Knowledge belongs to everyone. Universal”
    • “A Collection of Knowledge”
  • Trust & Reliability (5 of 20)
    • “More respect… validation. It is a very serious, trusted, and notable organization”
    • “That they should trust Wikipedia. That we are improving the references. It hurts me when people say they don't trust it or use it.
  • Open to everyone, take part! (5 of 20)
    • “That this puzzle never ends, that they could contribute to this never ending puzzle.”
  • Diversity, Multiple languages (4 of 20)
    • “I want them to thing about the many languages and cultures we support.”
    • “Diversity. Also about Language. Like the word "Wikipedia" is an English word. But the language shows all of the other languages.”