Summarises the insights from key papers on the topic of bricolage (how different materials are used in the creative process of understanding) and semiotics (the study of signs and symbols) – techniques used by qualitative researchers to deliver cultural insight.
MRS Awards, Winner, MRS Award for New Consumer Insights, 2019
Unilever, a consumer goods company, created a language analyser which used machine learning to analyse the language of various consumers in the UK to gain evidenced insights for informing demographic-dependent brand strategies.
Preriit Souda and William Landell Mills, ESOMAR, Congress, 2019
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.
Colin Ingram, ESOMAR, Asia Pacific, 2019
Social media is set to dominate spending in digital advertising, but this paper shows how the effectiveness of social media communication for brands varied in three categories: fragrances, whiskey and automotive in Spain and the US.
Imene Belboula, Claire-Lise Ackerman, Jean-Pierre Mathieu and Caroline Cuny, International Journal of Market Research, Vol. 61, No. 2, 2019, pp. 140-156
Lack of understanding of new products' positioning is one of the reasons proposed for their failure. Through a process of semantic transformation, product design can communicate a new product's positioning to consumers.
MRS Awards, Finalist, MRS Award for Healthcare Research, 2018
Sanofi Pasteur, the vaccines division of the global pharmaceutical company Sanofi, wanted to find a customer-focused positioning that would work across many markets and customer types, helping it to better connect with customers.
MRS Awards, Finalist, Jeremy Bullmore Award for Creative Development Research, 2018
ITV, a British TV broadcaster, set out to explore how viewers in the UK perceive the Factual TV landscape and identify where viewer interest and excitement lay for future factual programming, for ITV and other broadcasters.
Brian Carruthers, Event Reports, MRS Luxury Research Conference, September 2018
British Land, the property developers, wanted to shift focus from office space to mixed-use residential buildings targeting Ultra High Net Worth Individuals – and understand what they wanted in a super prime property.