Off The Page: Using semiotics to better understand consumer behaviour

Consumer culture is fascinating. Individual consumers often do unexpected and interesting things – particularly during times of crisis, civil unrest or uncertainty. Unlock the secrets to consumer behaviour using semiotics and enhance your marketing strategy as a result.

Semiotics expert, Rachel Lawes, and Sales and Marketing Director of The Market Research Society (MRS), Helen Oldfield, discuss the use of semiotics as a research tool, what it can tell brands about their consumers and which practical techniques marketers can use now – even while working remotely.

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