Virginia Valentine
Partner, Semiotic Solutions, UK
The pioneer in the use of semiotics in British market research, Virginia Valentine is the founding partner of Semiotic Solutions, the first and best-known British company to specialise in semiotic and cultural analysis. It is widely acknowledged that her work has dramatically widened the frontiers within which market research is able to investigate the meanings consumers attribute to products brands and communications. Moreover, to her great pride, her pioneering work has now resulted in a thriving – and growing – semiotic community stirring up cultural awareness throughout the UK market research and planning scene.
Virginia is a fellow of the British Market Research Society, lecturer, broadcaster and regular speaker on the international conference platform. She has won many industry awards including several for New Thinking and Methodological Advance, reflecting her passion for pushing the boundaries of understanding how the consumer mind works.
In 2000 she co-authored a seminal work entitled The 21st Century Consumer and her most recent paper, Repositioning Research, was a double winner at the 2002 Market Research Conference This paper is now recognised as one of the inspirations for the development of ‘new’ market research and planning
Semiotic Solutions has worked for most blue chip companies in the following categories: fmcg; telecommunications; financial services; retail and leisure. We also work for the government and advisory bodies. A full client list can be found on our website, www.semioticsolutions.com