As a consequence, we use semiotics to shed light and materialize that of which respondents are unaware of -and, therefore, cannot put into words-, answering questions such as why a logo is rejected, how a brand stepped into a new imagery territory without losing its essence, and so on.
Our resident semiotician is one of the best in the world and our clients can attest to this. He teaches at Doctoral levels in the most prestigious universities (he is right now at Essex University delivering a paper on Sartre and Pasolini but he also founded the first market research Department in one of the top ad agencies in Argentina!) .
We have conducted numerous interesting studies for clients. We worked together with Chinese and Russian semioticians to help a client interested in launching their soup brand in these markets. We studied the meanings of chocolate among women for a confectionery client, we analyzed the meaning of monsters, of optimism and the role cigarettes had among women.