Semiotics is not the study of individual humans, it is the study of culture. We are not sampling people, we are sampling cultural output. One way to achieve validity is to make sure that we cut a generous slice of culture for inspection. This will save you from appearing to make claims about consumer culture using a single data point.

Find out more by reading, Using Semiotics in Marketing (koganpage.com).

#semiotics #culture #signs #symbols #marketing #consumerinsight #shopperinsight #marketing #marketresearch

Market Research Society (MRS), Kogan Page Marketing & Communications, Lawes Consulting Ltd, Dr Rachel Lawes, Joe Lawes

Image by Gordon Johnson from Pixabay