QRCA Minnesota Chapter: Using Semiotics to Provide a Cultural Context for Consumer Responses
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When: Friday, October 23, 2020
9:30 am – 11:30 am (CDT)
Where: Virtual Zoom Meeting
United States
Contact: Paul Tuchman

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Using Semiotics to Provide a Cultural Context for Consumer Responses

QRCA Minnesota Chapter

Advance Credits: 1


Please register by clicking the button above. Both members and non-members are welcome to participate!

QRCA and IA Members: $15
Non-members: $30


Qualitative researchers are great at getting into the heads of participants to understand what they are thinking and feeling; and pulling out the profound insights that can act as levers for brand strategy. Semiotics (which is the study of how culture is expressed symbolically) provides an opportunity to really enrich these insights by exploring the underlying cultural values and beliefs that subconsciously shape consumer attitudes and responses. Understanding these subconscious influences can help reveal why participants respond the way they do, and identify potential motivators and barriers that might be critical for the brand to either leverage or overcome. This presentation will provide a range of case studies examples of how and when qualitative practitioners can incorporate Semiotic analysis into their work for added value to their clients.

About Sarah Johnson

Sarah Johnson is a commercial semiotician who has conducted analyses ranging from obesity in American popular culture to a historical analysis of Ritz Cracker advertising. In a past life, Sarah worked as an Account Planner at agencies in New York, London, and Toronto which has given her a rich understanding of the cultural nuances in all three markets. 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. Some of her clients include Kraft, Procter & Gamble, Volkswagen, Sony, AbbVie, Walmart, Coca Cola and Eli Lilly. Sarah studied Anthropology, Philosophy and English at McGill University and went on to pursue further studies in English at Cambridge. She has presented at conferences and colleges on a range of market research topics.

*Non-members who are young professionals or grad students under 35 years old can apply for a Mini Grant to attend this event for FREE. Visit qrca.org/minigrant for more information. 

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