From Marketing To 'Societing' - Reading ethnographic material through the use of digital matrix and Semiometrie

Francesco Morace, Tiziana Traldi and Furio Camillo

The world of research is undergoing a process of change characterised by the emergence of increasingly sophisticated techniques that depart from traditional market research to embrace other methods drawing from psychology, ethnography, semiotics, etc.

From Marketing to 'Societing'

Reading Ethnographic Material through the use of Digital Matrix and Semiometrie

Francesco MoraceFuture Concept Lab, Italy

Tiziana TraldiFuture Concept Lab, Italy

Furio CamilloBologna University, Italy

THE FUTURE VENUE OF MARKET RESEARCH

Recently it has been recognised that 'societing' rather than marketingis not just a way to play with words but represents a necessary approach to the world of research as a whole. It is clear nowadays that producers' empathy with consumers' experience is key to driving future decision making and that the so-called “consumers” are the key drivers of future markets....

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