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Our Beginnings
1n 1983, Virginia Valentine was the first UK researcher to realise the relevance of semiotics to market research, spotting those particular areas of a vast academic terrain that could best be adapted and carefully (and rigorously) developed into practical techniques.
But not merely practical: these techniques were to bring a radical new dimension of insight into traditional market research.
Through semiotic analysis the critical element of cultural influence could be added to consumer psychology; suddenly we could see both halfs of the consumption equation. |
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The Company
In the intervening years, the company Ginny founded in 1988 – Semiotic Solutions – has built up a uniquely impressive track record of successes: with world class companies, new products, ad and design agencies and industry awards. Its history also includes the spawning of a fast-growing (and now MRS-recognised) new sector of the market research industry: semiotic researchers.
Semiotic Solutions is now concentrating on training in semiotic techniques, and in their continuing and exponential development.
Ginny also convenes and leads workshops in semiotics for ESOMAR, international research organisation, and the UK Market Research Society. |
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