Semiotics are an extremely powerful tool in market research because they reveal the ways in which signs and symbols communicate ideas, attitudes and beliefs to us, both in spoken and unspoken ways. It’s also extremely effective for seeing beyond the status quo of brands and communication today, but to the potent opportunities of tomorrow.

Common examples of semiotics in everyday life include traffic signs used in communication, emojis and emoticons used in digital communication, and even the design features of logos and brands. Within the context of television, film, newspapers and other forms of media, semiotics helps to explain the ways in which images are used to communicate with various audiences- what you understand intuitively without the need for overt explanation.

Our work in semiotics has led to those “ah ha” opportunities being identified by clients- whether it be on understanding their own brand in the context of the category, white space opportunities for communication or uncovering potent strategies for the consumers of tomorrow. Semiotics often supplements Market Overview reports and Qualitative Research as a way of understanding market communications dynamics at an even deeper level.