Semiotics In Market Research

Semiotics is a powerful tool to get insights into a customer's emotional and cultural beliefs and inclinations. In the context of marketing : 

  • Building Brand Identity and developing a brand, an important skill semioticians bring to the table is mapping out the ethnographical trends. Also how these trends impact cultural and consumer symbolism, enabling marketers to micro map their market.
  • Semiotics also interestingly helps identify competitor position following the same principles above.
  • A classic example of semiotics being used in market research is the creation of BCG Matrix, which is integral for Qualitative Market Analysis wherein the Cash Cow symbolises Stability.

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Written by : Stephen Cribbett