Semiotics Demystified: The Skeleton Key To Communication

15 June 2023

Toronto, ON

The one thing we all share as researchers and marketers, regardless of category, is communication: it is everything we do.

But what is communication, exactly, and how does it actually work? And would understanding it help me become a better marketer, or brand steward, or insights professional? For example, will it help me with today’s communications needs, including Diversity, Equity, and Inclusion (‘DEI’) initiatives?

The answer of course is ‘yes’, and the skeleton key you need to truly assess your communications is semiotics. Semiotics is a qualitative research methodology that provides the deepest of dot-connecting between your consumers, your brand, your product, your category, and the process consumers use to make meaning of it all. It’s a professionally-executed desk-based research approach that can play an invaluable role in supplementing consumer-facing research (qual and quant), and help set up your research plan arc for success.

Please join us in our Toronto office for an exclusive event featuring veteran market research semiotician Dr. Charles Leech for an enlightening and entertaining evening on semiotics, and what it can offer you. Case histories will include a fun, triangulated DEI analysis of bank advertising through semiotics and our Spark/GEM approach: you don't want to miss this. Plus, you will get to meet your industry peers and friends from Ipsos over a glass of wine to a live jazz band accompaniment.

Spots are limited – please RSVP now to save your seat!