How much can consumers tell you that can guide your marketing and brand development? Or is what they CAN TELL you, sufficient for effective marketing?
Conventional research, both qualitative and quantitative, analyse what consumers SAY.
In contrast, Semiotics studies decode what consumers SEE. Through a direct reading of category and cultural discourse, they bring insight and perspective into the deeper layers of consumer conditioning and understanding. These are the concepts, emotions and symbolism which consumers take for granted can’t even talk about, but still influences their choices.
Semiotics studies decode category and cultural discourse via their texts – which could range from packaging and advertising to movies, web series, stand up comedy and social media posts.
With over ten years of carrying out semiotics studies for packaging, positioning, audience, branding and culture, we have helped brands address a wide range of challenges.