This half-day workshop will teach you the fundamentals of semiotic analysis, a specialized qual methodology designed to give you deep, bathymetric layers of insight beyond consumer-facing approaches. If you’ve ever struggled to work with shallow, monosyllabic respondent answers (or shrugs!), semiotics will open up avenues of meaning for you and your project – it taps into the shared cultural foundations of communication and meaning, and can inform research in any industry or category. The workshop starts with some theory, so you’ll understand what you’re doing, but then moves quickly onto guided, hands-on practice conducting your own semiotic analyses across a range of media and texts: words and written language, print advertising, TV advertising, packaging, and music – enabling you to look at virtually all aspects of market research through a new lens, in a new light.