Abstract:

This paper argues that semiotic and cultural analysis is the best and quickest way to first assess what is going on in any marketplace, before embarking on any other kind of developmental consumer research. It shows why this form of investigation is so powerful in providing the groundwork for any form of marketing development and describes the analysis process itself. From this the author outlines the integration of findings into a three-stage programme covering creative and concept development and the final evaluation stage of conventional qualitative consumer research.