Insight, Cultural Diversity, Revolutionary Change: Joined Up Semantic Thinking For Developing Markets

Malcolm Evans and Hamsini Shivakumar

If we'd known about semiotic analysis earlier and commissioned some before going into this market it would have saved us $18 million.

Insight, Cultural Diversity, Revolutionary Change: Joined Up Semantic Thinking For Developing Markets

Malcolm Evans

Hamsini Shivakumar

INTRODUCTION

“What goes up must. What comes down is just going up the other way” (Edward Harrison, British explorer, 1929)

Well established academically across the human sciences, semiotics has recently achieved mainstream recognition and use in consumer insight and marketing consultancy. Some major client corporations such as P&G and Unilever, using tried and tested suppliers, have achieved considerable success in applying the methodology globally. Many clients and supplier agencies, however, still see semiotics as an optional extra rather than an essential part of a...

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