The Association for Qualitative Research
The Hub of Qualitative Thinking

 

Cultural Insight & Semiotics

***ONLY THREE PLACES LEFT*** Cultural Insight & Semiotics Masterclass. How do distinctive assets employed by brands unconsciously influence consumer behaviour and attitude? How & why does cultural change impact brands strategically and creatively? Why is cultural insight vital to successful brand development? How & Why is semiotics a powerful methodology to include in the qualitative toolkit?

Thursday 25th November
9:30am — 11:30am GMT Via Zoom

Through an analysis of key cultural meanings, brands can uncover the underlying motivations behind unconscious everyday consumer decision making. Armed with this insight, brands can gain competitive advantage by staying culturally relevant and distinctive. Semiotics is the key qualitative research methodology to help achieve this. Often seen as esoteric and academic, semiotics and cultural insight can and should be explained, conducted, and presented in highly actionable and practical ways, and lead to impactful project outcomes which makes it valuable to clients. This masterclass will include an introduction to applied semiotic analysis theory, as well as interactive sessions, in which participants will themselves conduct semiotic analyses, demonstrating its practical application. Participants will leave with an understanding of how semiotics can be applied to commercial challenges, and a practical toolkit to guide and inspire future strategic and creative application — from positioning to pack design to innovation/NPD and more..

Our trainer is Alex Gordon, the founder and CEO of Sign Salad, a leading cultural insight agency specialising in semiotics and language analysis. He has led many training workshops in cultural insight and semiotics, and will lead us in a very hands-on Masterclass that will help us master the basics and help us to apply it in our day to day work, spotting its relevance to client briefs and projects.

Alex has worked in cultural insight as a semiotician for 20 years, and has led semiotics projects across five continents for a range of brands in sectors including food and beverage, luxury, telecoms, technology, travel, automotive, media, financial services, pharmaceutical, and personal care.

Before setting up Sign Salad 14 yrs ago he launched and established the semiotics division at Flamingo.
He has a PhD in Semiotics and Identity Politics, and is a Visiting Fellow in the Dept of Finance and Marketing at the University of Bristol.

Alex has worked in cultural insight as a semiotician for 20 years, and has led semiotics projects across five continents for a range of brands in sectors including food and beverage, luxury, telecoms, technology, travel, automotive, media, financial services, pharmaceutical, and personal care. Before setting up Sign Salad 14 yrs ago he launched and established the semiotics division at Flamingo. He has a PhD in Semiotics and Identity Politics, and is a Visiting Fellow in the Dept of Finance and Marketing at the University of Bristol.

Who is this Masterclass for?
Ideally you will be someone with mid-senior level experience, who has heard of or seen a semiotic analysis, but haven’t worked extensively with a semiotician or cultural insight/semiotics agency, and are looking to increase your knowledge of the methodology and its application, and to enhance your ability to meet client objectives by responding to rfp’s in the most comprehensive way to provide powerful insight.

Cost: £55 + VAT for AQR Members (membership is individual not corporate)
£90 + VAT for non members (includes 4 months membership to AQR)

Booking: Online using the links below

Date:
25 November 2021

Time:
9:30 to 11:30 GMT

Venue:
Via Zoom

Standard Price:
£90+VAT (Book Online)

Member's Price:
£55+VAT (Book Online)

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