Semiotics Made Practical

Learn the ins and outs of semiotics in the research process and how to apply them. This course will take you through the basic theories and techniques, show you how semiotics fits into the wider research process and give you the chance to do your own hands-on analysis.

Context

After more than 30 years in the research mix, semiotics is still a bit of a mystery: what’s with the clever name? Is it a science or an art? What makes the findings credible? This intensive day-course will not only clear up the mystery (and take you behind the curtain) but will enable you to carry out your own deep semiotic analysis before the day is out.

Learn the ins and outs of semiotics in the research process and how to apply them. Semiotics Made Practical will take you through the basic theories and techniques, showing you how semiotics fits into the wider research process and give you the chance to do your own hands-on analysis.

Learning outcomes

By the end of the course, you will have:


• An introduction to the discipline of semiotics: where it came from, how it's grown alongside consumer culture

• An understanding of how semiotics works in an everyday business context: proposing, workshopping, working alongside other research strands

• The benefit of a guest client speaker to bring the ’non-semioticians’ perspective’ and the 'everyday business' context

• Some 'toolkit takeaways' for your own thinking and analysis, post-course

• Had extensive hands-on practice in 'getting semiotic'


Who will benefit?

This course will benefit researchers, planners, marketers and managers who want to understand what semiotics is, how it works and how they can use it.

Testimonials

“This course was really informative, accessible, and I really appreciated the hands on nature of it which really helped land the learnings. I was pleasantly surprised by how much we accomplished in just one day!”

Bia Bezamat, Associate Director at Kantar
January 2025

“An excellent and insightful introduction into semiotics within a business context.”

John Fielding
23 October 2024

“Entertaining and insightful challenge for conventional ways of thinking .”

Bianca Truhel, Tesco
08 July 2016

“Practical semiotics for use in branding/business.”

Ashley Booth, Bergen Academy of Art & Design
08 July 2016

“An interesting introduction to semiotics which has made me eager to find out more.”

Conor Higgins, BT
08 July 2016