Abstract:

Semiotics is a thriving specialist marketing insight methodology. Many leading global brands and organisations are now effectively using semiotics to inform brand strategy, communication, design or NPD. For a methodology that is constantly engaging with emergent codes and changes in culture, MENAP markets a specific challenge: how to capture the consumer context in cities with transient workforces, patchwork cultures and rapid economic/social change? This paper aims to introduce how in-depth semiotic research and the Cymbol app can directly interact with cultural influencers and consumers.