There are three types of semiotics research:
- Desk-based semiotic analysis of cultural values and brand positioning - conducted solo, or integrated into qualitative research
- Micro-level semiotic analysis of individual texts - such as ads, brochures or packs - to reveal 'how they mean'
- Semiotic analysis of qualitative research transcripts, or other secondary data, to reveal the cultural categories and narratives which shape consumer behaviour.
Semiotic thinking can be applied to a great many research problems. For example, I am currently working with Sensory Solutions on sensory semiotics.
New free download: http://www.sbresearch.com.au/files/Rethinking_semiotics.pdf
