Qcast: Combining Semiotics With Other Approaches For Richer Results
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1/8/2015
When: January 8, 2015
Qcast is 12:00 p.m. EST (GMT -5)
Presenter: Sarah Johnson


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Combining Semiotics with Other Approaches for Richer Results

Semiotics has a reputation for being ethereal and theoretical, but in fact has powerful relevance in understanding how consumers process brand messaging and other kinds of meaning. This presentation will demystify semiotic analysis with examples, and provide attendees with practical approaches for integrating a semiotic analysis component into research projects they are deploying.

Speaker: Sarah Johnson

Sarah Johnson Sarah Johnson is the Principal of Athena Brand Wisdom in Toronto. Sarah studied Semiotic Analysis as part of her degree in Anthropology and English Literature and then moved on to an 18-year career in Brand Research and Strategy. Over the years, Sarah has worked in almost every category and with every customer target — from confectionery to cars, from technology to toys, from packaged goods to pharmaceuticals, from financial services to food, and from women and children to boomers and business decision-makers. Her semiotics projects have ranged from a cultural history of Ritz Crackers to an analysis of obesity in American media and popular culture. She is an active member of both MRIA and QRCA.

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