Life Beyond The Focus Group
Lee RyanTNS, New Zealand
‘A working understanding of key concepts in Semiotics – including their practical application – can be seen as essential for everyone who wants to understand the complex and dynamic communication ecologies within (which) we live. Those who cannot understand such environments are in the greatest danger of being manipulated by those who can.’ Daniel Chandler, University of Aberswynth, Wales1)
Semiotics is a valuable research tool for market researchers, their clients and stakeholders. Internationally there is much discussion around the term “insight” – what it means and how can...