Consumers are increasingly influenced by (and influencing) the unpredictable currents of culture, politics, identity, economics and entertainment. To fully understand how and why consumers are changing, it’s critical to grasp how the broader culture they live in is changing.  

This white paper dives deep into the semiotic analysis method, which can convincingly explain the “whys” of consumer behavior by locating specific cultural and psychological triggers. Through in-depth case studies and real-world applications, this white paper illuminates how semiotics differs from – and can support – traditional qualitative and quantitative methods, and how to leverage this method to unlock a brand’s soul while remaining in-step with rapidly shifting culture.