Semiotics fused with digital media analytics, why wouldn’t you? The new age of qual and quant

Amaranth Insight and PSA Consultants developed a study on British politics to demonstrate how changes in online sentiment, framed by semiotic interpretation, can be shown to affect real world outcomes.

Overview of combined method

From the very outset, we would like to stress that while this case study is drawn from British politics, the principles behind the approach are entirely applicable to multi-national brands and that nearly all of our work is for such brands.

Foreword: Transformation through synthesis of two very different methodologies

Despite the digital revolution and the huge expansion in psychological and sociological understanding, a great deal of mainstream qualitative and quantitative research is still based on an explicit "question and answer" construct, which has not fundamentally changed since the inception of the industry. New implicit techniques...

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Insights Team
Bray Leino

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