Reaching markets with semiotics and Cymbol: Accessing cultural change in the Middle East

This paper explores the evolution of digital ethnography tools and their value in providing semiotic insight into cultural activity that is often difficult to access in Dubai.

Reaching markets with semiotics and Cymbol: Accessing cultural change in the Middle East

Kourosh Newman-Zand

Accessing cultural change in the Middle East

Introduction

This paper explores the evolution of digital ethnography tools and their increased merit in providing semiotic insight into cultural activity that is otherwise difficult to access due to its transient nature or a lack of local insider knowledge. Recent evolution in the practice of commercial semiotics has successfully shifted research away from its 'ivory tower' heritage in academic theory, and into what Space Doctors has coined 'Live Semiotics'; a deep consideration of sense perception, environment, and experience...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands