Marketing Semiotics is a qualitative research company specializing in advanced research techniques such as semiotics, ethnography, and brand mapping. Laura Oswald, Director, and her staff works with a network of long-standing expert-associates including ethnic moderators, designers, and anthropologists.

We used to go by the name of In-Signs Qualitative Research, but as our practice evolved, we took on a broader marketing function over the years, providing clients with strategic solutions to problems such as brand positioning, target segmentation, new product development, package design, and retail marketing strategy. We changed the name to Marketing Semiotics in 2000. Our client base has evolved as well. We now work primarily with strategists, research directors and brand managers within companies rather than advertising agencies.

We have worked in a range of product categories, including Automotive, Financial Services, Consumer Electronics, Cosmetics, Entertainment, Food and Beverages, Healthcare, Luxury Goods, Personal Care, Retailing, Travel, Trademark Litigation.

It all comes down to finding ways for clients to build customer loyalty and trust by providing deep knowledge of the consumer world, and making connections between the consumer world and the signs and symbols shaping brand identity and communication. We track potential changes in the market by tying consumer behaviour to broad cultural and social trends, and evaluate marketing communication for clarity, consumer response, and competitive edge.

Our proprietary methods include:
The Consumer MindScape‚ of consumer lifestyles, beliefs, and tastes.
The SignScape‚ of the cultural environment in which the brand lives.
The BrandScape‚ of the product category.

© 2001-2006 Marketing Semiotics Inc. All Rights Reserved.