Best Practice - Semiotics deciphered

Roderick White

In this edition of 'Best Practice', Roderick White unravels semiotics - the science of interpreting signs and symbols.

Best Practice – Semiotics Deciphered

Roderick White

Semiotics has been around the market research world for some time, and an increasing number of both research companies and their clients are using it to gain valuable insights into the workings of their markets and brands. But it remains obscure and mysterious to many.

This has much to do with its main source of development: a group of French academics associated – arguably rightly – with the inscrutability of structuralist and post-structuralist philosophy, and a propensity for obscure and idiosyncratic jargon.

This is so much the case that many conference papers devoted...

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