Probing the Subconscious Using Semiometrie

Carine Evans and Richard Marks

Describes Semiometrie, a research technique well established in France, Belgium and Germany, now taking off in the UK with strong interest from media agencies.

Probing the Subconscious Using Semiometrie

Richard Marks andCarine Evans

At the second annual conference organised by the VIPer (AB) research consortium (1), held at the British Museum, TNS Media unveiled a new approach to research called Semiometrie. While relatively new to the UK, Semiometrie is a wellestablished and respected research tool on the continent, in France, Belgium and Germany in particular. However the UK is only now succumbing to its charms.

In a nutshell, Semiometrie is a quantitative tool by which we can access the subconscious desires of respondents. It has particular applications in consumer profiling and...

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