The insights and consultancy agency
Understand cultural differences
Humans are products of their culture. All our actions and behaviours are the reproduction, exchange, remixing and creation of signs and symbols that carry cultural meaning. Cultural differences impact consumer preferences, attitudes, and behaviours. By understanding this cultural context we can present our brands and offers in a way that is more meaningful and engaging and develop winning strategies at a global and local level. By employing key thinking from the social sciences we help our client to gain a deeper understanding of the cultural influences that shape and influence consumer thinking and behaviour and ensure that international strategies and product launches have a unique cultural proposition that can be adapted and communicated at a local market level.
Use these approaches for…
Connect more meaningfully with your audiences
Attitudes, beliefs and behaviours are shaped culturally. That is why responses to taste, smells, colours, materials and sounds are not universal. Semiotics helps us to uncover vital data that is hidden under layers of attitudes and beliefs learnt over time. Because these ideas are valuable to humans, uncovering them and representing them back through product designs, propositions and communications helps us to connect with audiences in a more meaningful way. Use this approach to develop new packaging, advertising, and branding or to build a deeper understanding of how your category is constructed and the signs and symbols used to denote meaning and values.
Build deeper cultural understanding
Anthropology uncovers the rich contextual cultural knowledge, needed to understand lived experiences, rituals, and belief systems. Gain a deeper understanding of how different cultures function and behave, and how people living in different societies behave and bring meaning to their lives. A deeper understanding of these behaviours and motivations can help to uncover new opportunities and ways to connect at a deeper and more meaningful way with different audiences. Use this to develop brand narratives, develop new products, services and consumer propositions that make a stronger connection and carry more meaning in your chosen markets of operation.
Discover the true meanings hidden in speech
Discourse analysis is a method of studying language and communication in social contexts. It can be used to analyze how people talk about and make meaning of products, brands, and services. Discourse analysis can provide insights into the social and cultural meanings associated with different products, the power dynamics and relationships involved in consumer behaviour, or to uncover how people really feel about a subject they struggle to articulate or be upfront about.
By analyzing the language used by consumers, businesses can gain a deeper understanding of their target audience's needs and preferences, and develop more effective marketing strategies that resonate with their target audiences. Discourse analysis can be especially useful in studying niche or subcultural markets, where language and meaning are particularly important.
Uncovering the meaning of connected homes in EU markets to identify opportunities in the smart devices space
Using cultural research to uncover codes of positive masculinity to position electric shavers
Reviving a Classic: How Semiotics helped a Traditional Rum Brand Appeal to the Youth
Using semiotics and cultural analysis to develop the next generation of packaging for an OTC cold and flu product
Capturing patient experience following acute CV events
Book a consultation
You can book a meeting with one of our consultants and we’ll be happy to discuss your current business challenge.