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Cognitive Semiotics: where artistic interpretation meets science
Behavioural science has made significant inroads into market research in recent years and even though the study of signs and symbols has a lot in common with it, semiotics is perhaps the only MR discipline that is largely untouched by the “behavioural revolution” – until now. The emerging scientific discipline of cognitive semiotics allows us to add an objective, quantifiable dimension to the previously subjective practice. Unlike traditional semiotics, it goes beyond the individual researcher interpreting signs and symbols by drawing on existing behavioural science studies to create hypotheses that are tested with real consumers to see how small changes can make a big difference.
