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Semiotic Analysis

Decoding the Symbolic Meanings at the Heart of Communications

Semiotics is the study of Cultural Symbolism: how meaning is conveyed through all aspects of communication (words, images, sounds, scents, textures, behaviour etc.)

We use Semiotics to analyze the symbolic cues of brands and cultural trends in order to uncover their underlying meanings and provide insight into messages that consumers may be receiving at the subconscious level.

We can also identify the symbolism expressed by competitive brands, in current and potential communications, and the powerful symbolic levers a brand can deploy in order to connect more deeply with consumers.

Semiotic analysis can either be conducted as desk research on its own, or as part of the interpretation of focus groups, ethnographic research and other fieldwork.