semiotics

New Words for New Worlds

Presentation slide: bright background design in orange, yellow, pink and blue. Text reads: "Our task: creating some new language that supports the principles of regeneration & resilience"
CATO HUNT SpaceDoctors Our current language of business is no longer fit for purpose. We are all sharply aware of the urgent need to transition into a regenerative economy, yet the words we use are holding us back. We must stop using vocabulary which roots us within a failing system and instead create a new lexicon of resiliency. By introducing new concepts and metaphors we can redefine organizational success through new values and behaviours which embody the changes we must make. Our Task During the conference we ran a 3 day hive mind where we came together to co-create some inspiring new language that supports the principals of regeneration and resilience. Our Framework To stimulate conversations we created a semiotic map which brings to life four different meaning worlds that exist within the concept of resilience. It was through the map that people generated their ideas – including specific words, phrases & questions Our Co-Created Response Collated language from the Mural board and physical...

Tutorial: Seeing Differently – An Introduction to Semiotics

Tutorial: Seeing Differently - An Introduction to Semiotics
Learn core semiotics concepts and techniques that bring deeper, more meaningful human insight to research, design, strategy, and communications. Instructor: CATO HUNT, Director of Innovation, SpaceDoctors Overview This video has been edited to protect the privacy of participants in the live tutorial. Semiotics helps us understand culture and people more deeply by revealing how meaning is constructed, shared, and constantly changing. When we see the world as a ‘sign system’ we become aware of how culture influences everything we see, feel and do; it’s a hidden influencer. EPIC People working to create more meaningful experiences and shape more positive outcomes can use semiotics to create deeper insight and identify the most relevant and meaningful paths forward. This tutorial will equip participants with some key frameworks, techniques and hands-on experience to begin their own semiotic research endeavors. Beginning with a grounding in semiotic theory, we will focus on building practical skills through ‘live...

Dismantling Stereotypes: Taking an Inside-Out Perspective to Building Better Representation in Advertising for Unilever

STEPHANIE BARRETT Quantum Consumer Solutions SIDDHARTH KANORIA Quantum Consumer Solutions Equality, inclusion, and representation are increasingly acknowledged as core tenets of prosperous countries, cities, and organizations. We know that equality is essential, and we also know equality must be enacted on all fronts. Brands and other social organizations are increasingly recognizing their role as social stakeholders, committed to building a society in which both people and their businesses can thrive in the long-term. Quantum Consumer Solutions and Unilever have partnered on this program of four projects to understand and reduce stereotypes and improve representation. We used a mixed-methods approach, including semiotics, qualitative research, expert interviews, springboards, and internal organizational change to improve inclusivity in communications, pack, and products. Readers can expect to learn why we recommend an ‘inside-out’ approach that combines organizational change with external initiatives, why we need to approach...

The Inhuman Condition: How Research Unlocked New Perspectives on Psoriasis and Began to Change how it’s Understood and Treated

SARAH KELLEHER Truth Consulting Case Study—This case study highlights the value of exploring the reality of having and treating psoriasis. Its aim is uncovering why it is that, despite treatments being available that offer transformative results, people with psoriasis can continue to live in isolation and with feelings of shame. If clear skin alone isn't enough, what is it that can help create a sense of well-being? Even undertaking a piece of work like this represented a significant step forward for the pharmaceutical industry where, historically, investing in this kind of deep patient insight work hasn't been common and where getting buy-in to the outputs is far from certain. How can sight lines be created and developed, particularly from physicians to patients? Explored in this case study are not only the ethnographic and other methodologies used, but also: some of the challenges in bringing together this encompassing piece of work; the strategies and efforts made to ensure that core audiences engaged with the research;...

Semiotics: A User’s Guide to Seeing Differently

In this course, you’ll learn and apply the techniques of Semiotics for commercial applications across business and brand strategy, innovation, design, communication & activation. INSTRUCTORS: CATO HUNT & JAMES WOODHEAD, Space Doctors ENROLLMENT: 20 max SCHEDULE: 2023 dates TBD REGISTRATION: A current EPIC Membership ($150) plus course fee: Regular price US$700 Choose this price if…

Finding a Voice in Opiate Addiction: Identifying the Role of Caregivers in the Recovery Process for VIVITROL

GAVIN JOHNSTON InTouch Solutions Case Study—Opiate addiction is a significant public health crisis. In the past year, it has become a hot topic at all levels, including the political realm ahead of the presidential election. Triggers, treatment options and restrictions, the criminal justice system, and costs to society are all part of the discussion but the cultural milieu in which addiction occurs is poorly understood. This was a significant problem for our client, the maker of a monthly injectable that inhibits the ability of an addict to get high. Our client, basing their marketing strategy entirely on quantitative data, realized that they needed to get a deeper understanding of addiction and the roles caregivers, friends, and family play in the treatment and recovery cycle. Our team convinced our client, who was inherently nervous about executing qualitative work, that in order to create a meaningful marketing plan, they needed to understand the complexities at a deeper level than data could provide. Working with the client...

Tutorial: Semiotics – A User’s Guide to Seeing Differently

Tutorial Instructors: CATO HUNT Space Doctors CLEM MCCULLOCH Space Doctors Download PDF SUMMARY Semiotic insight powerfully complements ethnographic approaches. Semiotics, the study of signs and cultural meaning, has been gaining ground in the world of commercial research. Semiotics has also been successfully melded together with ethnographic and other cultural approaches, especially in the UK and Europe. This tutorial equipped participants with the tools, techniques and hands-on experience needed to begin their own semiotic research endeavors. Opening with a grounding in semiotic theory, we then focused on building practical skills through ‘live decoding’ of a cultural theme. We began by learning how to ‘decode’ – exploring how a semiotic close read analysis can reveal a deeper understanding of what is really being said. Crucially, we discussed the chasm that often appears between intended meaning and received meaning, especially within brand communication. We then introduced the idea of codes (themes, or clusters...

Applied Semiotics: Embracing Strategic Thinking and Fostering Innovation

by LUCIA LAURENT-NEVA, Visual Signo I am an anthropologist and a semiotician. “A semio-what?” I have a set of answers to that question, ranging from ‘I explore meanings in culture’ to ‘I discover the subconscious cultural patterns we all use to find meaning around us, to understand how something makes sense to someone’. Sometimes the conversation turns to the lovely weather we’re having. But most people are interested and want to know more, because semiotics is one of the most powerful research methodologies to engage with strategic thinking and innovation. Why is semiotics, once an esoteric methodology, becoming an essential approach to innovation challenges? The insights that semiotics delivers spark radical thinking, push boundaries and provide shifting perspectives. The method is known for embracing strategic dilemmas by making sense of complex cultural data and delivering practical insights around cultural transformations. Semiotics fosters innovation by getting involved in the detection of emergent changes...