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.
Consumers are more likely to think of a brand as dynamic and youthful if it has an asymmetrical logo, and they associate brands with a symmetrical logo with less exciting qualities like sincerity and sophistication, new research shows.
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.
Emma Munroe-Faure and Lucas Galan, ESOMAR, Fusion, 2019
Public Health England, a UK government agency, promoted the benefits of an early cancer diagnosis by using linguistic modelling and semiotic analysis to explore “public” and “personal” discourses of cancer.
Colleen Ryan and Jane O'Loughlin, ESOMAR, Fusion, 2019
Looks at how the EECA (Energy Efficiency and Conservation Authority), whose role is to improve the energy efficiency of New Zealand homes and businesses, took a holistic approach to tackling climate change.
This Mediacom China report, in collaboration with Kantar, developed a research blueprint to unlock the formula needed for luxury brands to activate social media effectively for an audience-first approach.
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.
Brands in Hong Kong are grappling with prolonged disruption to business thanks to the COVID-19 outbreak which comes in the wake of anti-government protests – TBWA’s Terence Ling offers some key advice for marketers.
This important paper presents the case that marketing evolves through a number of stages, and that what may appear to be cultural differences between countries, hindering global marketing, may not be cultural at all but rather due to a country being at a different stage of marketing development.
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