Qualitative Semiotics: Understanding how consumers form meanings

Semiotics is conventionally seen as a way of understanding consumer culture, but one form of it, Peircean Semiotics, can be used to understand how consumers form concepts and, as a result, how they form their understanding of brands. 

Working at the level of individual consumers (rather than culture), the new methodology of ‘Qualitative Semiotics’ enables brand owners to understand how consumers construct (or sometimes mis-construct....) brand meanings. 

Practitioner Chris Barnham will introduce members to this approach, combining semiotic analysis and qualitative research practice, which can be used in NPD, brand equity studies and packaging design projects in a broad range of markets. The session will involve both some interactive participation and a case study to show how the methodology works in practice.

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