Ethnography SIG: Honing Your Ethnographic "Eye"
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When: Friday, January 18, 2019
12-1:15pm ET
Where: Online Webinar
United States
Contact: Meagan Morgan

Online registration is closed.
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Ethnography SIG

Honing Your Ethnographic "Eye":
Semiotics & Discourse Analysis to Super-Charge Your In-Situ Research

Advance Points: 1

This webinar assumes that participants have a baseline understanding of ethnography and no previous knowledge of semiotics/discourse analysis. The information included is aimed at all levels of knowledge.

Through rich storytelling, Dr. Rachel Lawes, social psychologist, semiotician and marketer will help participants understand the value that semiotics and discourse analysis (aka, the science of signs, symbols and conversation) bring to ethnographic research, in their ability to help us tap into deeper social and cultural trends that would otherwise be overlooked.

Information presented in this webinar will cover:

  1. A solid introduction to semiotics and discourse analysis and its application within in-situ research like ethnography.
  2.  Specific techniques that researchers can use to uncover deeper cultural insights as they listen to and observe the world around them – in research, and in their own lives

As Ethnographers, we are observing and analyzing the people and things around us: Why is that 25-year old Millennial using those words? What does the art on the walls of an upper-middle-class home tell us? Even new words (Toxic. Gaslighting) might tell us something deeper is going on. But what is it and how are we supposed to interpret it?

In this webinar, Dr. Rachel Lawes, social psychologist, marketer and semiotician, shares some techniques from semiotics and discourse analysis - methods which are both closely related to ethnography and which all ethnographers can incorporate into their everyday toolkit - that help us uncover the real insights. She’ll share a recipe for doing research which helps ethnographers answer questions around deeper societal and cultural trends and, in the process, uncover compelling stories about modern society.  

Rachel LawesAbout the Speaker:
Dr Rachel Lawes Consumer Psychologist, Lawes Consulting

Dr Rachel Lawes is a social psychologist and marketer who turns consumer insight into brand strategy. She is the author of numerous marketing industry publications and conference papers that explain semiotics and similar research methods, the best-known being Demystifying Semiotics (2002)  Futurology Through Semiotics (2009) and Rebranding Charmin (2011).

Rachel has improved the fortunes of consumer-facing brands in 20 countries and is recognised for her ability to connect consumer psychology to large social trends.

For questions about this program, feel free to contact Meagan Morgan at or 416-788-8211. 


We will be using the 20|20 Research QualMeeting™ interactive platform. Thank you 20|20 Research for sponsoring our webinar!

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