Viewpoint - Semiotics: a winning formula?

The article discusses semiotics and argues that it is widely misunderstood by researchers, because it lacks a convincing means of assuring quality and guarantees of consistent performance.

Viewpoint – Semiotics: a winning formula?

Chris ArningSemiotics at

Commercial semiotics is one of the most powerful tools in the marketer's arsenal. It provides a depth of insight into categories and culture, often – as in design and packaging studies – where qualitative research has run out of answers. This is starting to be recognised in the more imaginative quarters of the market research community. Those who have commissioned semiotics and seen its value first hand need no convincing as to its merits. But for a discipline whose metier is communication and representation, semiotics is invariably direly...

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