What is semiotics?

•  Traditional qual research collects consumer opinions, but semiotics shows you what creates those opinions.

• Semiotics systematically studies how we create meanings. (It comes from the Greek word for 'signal').

• It analyses the 'signals' of brands and popular culture: words, colours, shapes, symbols, concepts, narratives, logos…

Why use semiotics? Because...

•  You can't understand consumers without understanding the cultures that create them.

•  Talking only to consumers has widely-acknowledged shortcomings (see 'Qualscope').

•  Semiotics gives a clear rationale for your communications, saving time and money.

What we do:

•  We show you how brands, categories and popular culture create meanings for consumers.

•  We put you in charge of these meanings.

What you get:

• A deeper understanding of your brand, your competitors and your consumers.

• A ‘semiotic toolkit' to make your brand more distinctive and culturally relevant.

How can this be applied? Click here:

What's our methodology? Click below: