The methods we use

Language and voice

 Brand voice and discourse

 We have developed a desk-based discourse analysis tool called Syllabell  to diagnose your brand or organisation's voice using your existing written material like websites, letters, annual reports and newsletters. 

To make sense of the 'voice' of a brand or an organisation, we realised that we needed to go beyond primary research and draw on our academic heritage in linguistics. Syllabell diagnoses how your organisation or brand. communicates through language - its 'linguistic palette'. It is also a quick way to define your competitive context through analysis of the language used on competitors' websites or social media. 




Ethnosemantics is a branch of linguistic anthropology which studies the ways in which people classify the social, cultural, and environmental phenomena of their world.  To put it another way, meaning is not ‘in’ the words themselves, the meaning of the words comes from each person’s social and cultural experiences. Take pleasure and pain for example. These may seem discrete concepts - we all know what pleasure is and what pain is. However, people vary in how they use these terms, because experientially there is a pleasure and pain spectrum. The important point is that individuals demarcate that spectrum in different ways, based on their own experiences, and social and cultural norms.

  • Ethnosemantic interviews treat the person being interviewed as the expert of their world.
  • Ethnosemantics is a useful approach for any labeling research





We conduct advanced qualitative research

We conduct advanced qualitative research.  This means:

  1. We use conceptual models to drive our thinking, including our sensemaking model of decision-making, and symbolism and ritual models or consumer behaviour.
  2. We frequently use a mix of qualitative research methods including semiotics and ethnography.
  3. Our researchers are senior, experienced researchers, fluent in qualitative methods.

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