Digital transformation research and user testing

 "Clear, nuanced and actionable findings"

“Susan helped us conduct market research into potential audiences and best use of digital channels. She took the time to really understand what we were trying to achieve, proposed workable solutions that fit our budget, brief and timelines, and was flexible, approachable and responsive throughout our project. It has been a pleasure working with her and we are very happy with the clear, nuanced and actionable findings the final report has provided.”  Digital transformation client

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Qualitative Sensory Research

We are pioneers in consumer sensory insight using qualitative research and have helped many companies develop products that people love to eat or drink.

Qualitative Sensory Research expertise

Our strength is our unique blend of qualitative research skills and linguistic expertise.

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Semiotic thinking

We use semiotic thinking:

  1. In stand-alone desk-based semiotics projects; 
  2. Within our qualitative research and user testing

Semiotic thinking is great for

  • Understanding how your brand communicates - its language, colour, shape, symbolism.

  • Knowing how to analyse imagery
  • Revealing sensory meaning, ie meaning created through visual images and through sound, touch, taste, aroma, and texture.

Why use semiotic thinking?

Let’s say that you want to know how people’s ideas of ‘freshness’ are changing?  You can ask people, but in our experience they will struggle to give you more than you know already.  This is a cultural issue, so you need to use cultural analysis.

Why use us for semiotics

The best semiotic analysis goes beyond lists of codes and territories.  The best semiotic research tells you what these codes mean in human terms. You will learn about rituals and archetypes as well as codes. Semioticis a way of thinking. 

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Cultural insight: discourse analysis

Discourse Analysis has a long history. It began in Linguistics (specifically a branch of Linguistics called ‘Pragmatics’) and has since then been refined and developed by psychologists and anthropologists.

In essence, it is qualitative analysis of texts to reveal how ideas and topics are expressed in mass communication – also called ‘the public discourse’.

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