Abstract:

The main purpose of this paper is to demonstrate the efficacy of the "semiotic" approach to qualitative marketing research on an international level. This will be carried out in two phases: Firstly, a theoretical overview in two parts: - On the one hand, concerning the specific methodology of the semiotic approach to the market, which introduces notions of signification and communication to the classical qualitative approaches, and which has clear implications for the objectives of qualitative research, seeking to define latent symbolic and imaginary cultural representations and perceptions of a product more than looking to evaluate the expectations and needs of the consumers. - On the other hand, from the standpoint of an intercultural approach to markets which derives from semiotic methodology, wherein any given product is conceived its a cultural phenomenon. Secondly, an illustration of the methodology by means of a case study, here a semio-qualitative study on the upside of the adaptation of a French advertising campaign to other European countries (Spain, Switzerland).