Cultural Semiotics

Taking an “outside in” deep dive

Semiotics is the study of how symbols and objects carry meaning for people through their culture. Therefore, Applied Semiotics provide a valuable holistic understanding because it interprets what consumers cannot tell us when they are influenced by culture.

Qualitative research gives us an “inside out” deep dive on consumers and shoppers, which can yield the right insights for some objectives, but sometimes you need an “outside in” perspective.


■ Decoded cultural category communication
■ Brand map based on cultural context
■ Category residual, dominant, and emergent trends and opportunities


■ Energizes brand communication: understand how to ‘speak’ to your consumer
■ Drives innovation: uncovers opportunities to innovate
■ Calibrates your portfolio: reconfigure products for growth

for more information, contact Below

Marissa Romero-Martin

Chief Insights Officer

Patrick Elms

V.P., Research & Analytics

Karla Terán

V.P., Strategic Research & Hispanic Insights Expert