#Semiotics tip of the day: Earn the trust of clients
#Semiotics tip of the day: Earn the trust of clients by respecting their intelligence. Use precise language and try not to exaggerate.
• Make claims which are coherent. If you claim to have measured something, it must be capable of being measured: it is fixed, discrete and doesn’t move around or change while you are trying to count it. If you claim to have discovered a trend, make sure you know what you mean by that word and are not just using it for dramatic effect. Fudging these issues leaves clients feeling baffled and suspicious.
• Make life easy for your client by making claims which are credible according what they already know and treat as fact. Resist the temptation to make claims which are too large and ambitious in scope – claims to have discovered universal features of humanity that, if true, would contradict centuries of science and philosophy. Focus on #marketing. You’re not here to start a war on science.
• Avoid proprietary language; its usual function is to hide and obscure rather than reveal or clarify. You don’t need your own special names for the things that you discover in semiotics. They already have names. Everyone’s life is easier when we speak the same language.
’Using Semiotics in Marketing’ is published 3 March by Kogan Page.
Happy Friday! Very well done to all the market research suppliers who won awards at last night's Market Research Society (MRS) Oppies. The MRS also announced that I'm a newly-minted Fellow of the Market Research Society, an award given for exceptional and long-term...
Now is your chance to get Using Semiotics in Marketing: How to achieve consumer insight for brand growth and profits at a massive 30% discount! Kogan Page is having a flash sale: 30% off all books, this week only.
There's still time to sign up for this Masterclass in Advanced Qualitative Methods. Hosted by the Market Research Society, convened by yours truly, with an all-star panel of trainers. https://www.mrs.org.uk/event/training-courses/advanced-thinking-in-qual-jul20 ...
Semiotics makes brands more appealing and successful. It reveals the shared language of signs and symbols that both consumers and brands use to communicate and make sense of the world. It helps brands respond to social change and social trends - especially useful at...
I'm very humbled and honoured to receive this award, which is made to only a few individuals to acknowledge the size and longevity of their contribution to the market research industry. There will be an awards event later this year and I will share photos.
Independent market researchers: Future-proof your career in research using semiotics. Webinar 25 June 2020
Dear Independent Market Researchers Marketing is changing. Market research is changing with it: this was true even before the pandemic. Clients think they can do their own research in-house. They are by-passing the traditional interviewer. They are no longer impressed...