Life beyond the focus group

Date of publication: March 28, 2004

Catalogue: Asia Pacific 2004

Author: Lee Ryan

Abstract:

Globally, clients and stakeholders such as advertising agencies are looking for richer insights which they can use to differentiate their brand. Semiotics is an area that can appear to offer rich possibilities. Like psychology, this area is of vital importance as a cultural tool for qualitative researchers. This paper provides readers with the opportunity to explore semiotics, and to experience the use of semiotic tools that can be utilised in the next project embarked on. This paper explores the mobile phone sector - how can we read the changes in this sector? How are the telecommunications companies communicating about communicating?

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