Semiotics

APAC Bootcamp

What will I learn about at this bootcamp?

Understand and utilize the power of culture, create and manage brand meaning, and super-charge traditional research processes is what these 2 days of training promise. Join us to understand what Semiotics is, what it does, and when to use it. Empower yourself with the key tools in the Semiotics tool box, and discover how to apply the science of Semiotics to the Asian market in practical, impactful ways.

If you are looking to decode your consumer in an effective and actionable way then this is a bootcamp not to be missed!

What is an ESOMAR Bootcamp?

This format provides 2 days of intense research training for professional researchers working internationally. The concept provides 4 modules of 3.5 hours each over 2 days with delegates moving from one workshop to the next. Each module of this intense training has a specific focus within a larger umbrella topic, designed to give delegates an in-depth look at a topic.

Who should attend

The bootcamp is aimed at practicing data, insights and research professionals internationally. The level of training and discussion is different per session, per day, so take a few moments to investigate both the topics and the level that works for you.

Book soon as only limited places are available. For additional information contact Anna: anna@esomar.org.

Programme

Day 1 (16 May 2018)
Day 1 of ‘Semiotics – A Users’ Guide’ provides the all-important introduction and orientation into the subject matter covered in this 2 day Bootcamp event.

In the morning, we’ll spend time getting to the heart of what Semiotics is and what it can deliver. As a well-establised marketing discipline, we’ll lift the lid on this enlightening methodology – with a view to framing the brand, marketing and research questions that Semiotics and Cultural Insight is uniquely able to address.

In the afternoon, we’ll delve deep into the practical techniques that enable the mapping of culture and framing of categories in order to identify and track how culture is evolving. We’ll put these tools to work, getting first-hand practical experience of how ultimately the tracking of culture impacts brands and consumer behaviour.

9.00 – 12.30: Orientation: What is semiotics and what can it do for me?

  • What semiotics is, and where it came from
  • How it works and when to use it
  • Questions semiotics can uniquely answer

12.30 – 13.30: Lunch

13.30 – 17.00: Introducing the Key Tools

  • Mapping culture and categories using the Semiotic Square
  • Using the Residual, Dominant and Emergent code trajectory to track how culture is changing
  • Guest speakers' perspectives on how they have put semiotics to work in the region

Day 2 (17 May 2018)
The focus of Day 2 is on practicality and actionability – ensuring that attendees leave confidently able to see where and how Semtiocs can optimize qualitative research techniques; help craft a brand’s communications output and improve design decision-making through more effective creative briefing. The morning session will be packed with opportunities to see how this been the case for the brands that Space Doctors has worked with.

The final afternoon will put all of the learnings into the Asian context as we’ll hear from some guest speakers sharing their points of view on how they’ve put semiotics to work locally in the region and what positive benefits that has yielded. The final session of the 2 days will have a personal action planning focus – challenging attendees to consider how they’ll make their learning work for them once they return to work.

9.00 – 12.30: Making Semiotics Practical & Actionable

  • Super-charge qualitative research with Semiotics
  • Using Semiotics to improve design decision making (getting to a better creative brief)
  • Crafting better communications with semiotics

12.30 – 13.30: Lunch

13.30 – 17.00: Application in the Asian Context

  • Guest speakers' perspectives on how they have put semiotics to work in the region
  • How Semiotics positively augments the research mix
  • Action planning: How to make it work for me?

17.00 – 18.00: Farewell Drinks


Registration pricing

Early Bird fee (until 23 February 2018)
Members
Non-members
1 day EUR 630 EUR 820
2 days EUR 900 EUR 1170
Regular fee (after 23 February 2018)
Members
Non-member
1 day EUR 820 EUR 1070
2 days EUR 1170 EUR 1520

Commercial opportunities

Please contact business@esomar.org for more information on commercial opportunities.

NEW! Multiple entry credit system

Is your company a corporate member of ESOMAR? Are you interested in sending multiple people to various training opportunities across 2018? Please contact us to understand our NEW multiple entrance credit system! events@esomar.org

Click here to see all ESOMAR Bootcamps in 2018