The Association for Qualitative Research
The Hub of Qualitative Thinking

Sign Salad

Sign Salad is a cultural insight and semiotics agency. We work globally to help brands become more meaningful and culturally relevant to consumers.

At Sign Salad we apply semiotics, discourse analysis and cultural theory to all brand challenges: positioning, innovation, packaging, creative development and visual identity.

Our semiotic analyses range from close readings of brand materials, such as packaging, comms and point of sale to broad cultural surveys of whole markets or categories.

We look at the brand in terms of the cultural context that surrounds it, shedding light on the way consumers unconsciously view the brand, and identifying how to take advantage of cultural shifts to gain consumer attention and category differentiation.

Our highly trained and commercially savvy semioticians work internationally for blue chip companies in all industry sectors. We also work in partnership with qualitative research agencies where semiotics can add significant value.

Our approach to semiotics offers high-level critical thinking for street-level business actionability, enabling our clients to raise their brands' cultural capital and engage consumers more meaningfully.

Contact Details

Studio 9
160 Barlby Road
London W10 6BS

Telephone 020 7100 1817

Key Information

Sign Salad is a Qualitative Research Agency established in 2006 with 6-10 full-time employees.

Employees who are AQR members

Michelle Fan
Alex Gordon

Business Sectors

  • Drinks
  • FMCG
  • Financial and Investment
  • Healthcare, Medical and Pharmaceutical
  • Media

Skills, Expertise and Services

  • Semiotics and Cultural Analysis


For further information about Sign Salad please contact them directly at the address shown above. When contacting this company, please mention that you found them on the AQR website.