Semiotics is the study of signs and symbols and aims to understand processes which generate and ultimately produce their meaning. It analyses interactions between messages we receive and the cultural context in which we are immersed.

It is a qualitative approach which answers the question: how does something mean anything to anybody? Where the traditional qualitative approach is about WHY, semiotics is about HOW the meaning is produced.

It is desk analysis: instead of interrogating respondents, this approach analyses communication materials in light of cultural and linguistic frameworks. It focuses on exploring and examining texts, symbols, codes, cultural patterns, contexts, discourses, themes and values which structure and give sense to our reality. The analysis is based on four levels: from the most superficial, surface level to the deepest, which explores the basic beliefs which shape meaning.

Semiotic analysis can be applied to any "communication" of a service or product: from medical devices, packaging, names, logos, symbols, media materials (web, posters, TV and press ads, press releases, leaflets and websites) to displays in doctors' surgeries.

It can be used to:

• Reveal any unintended meanings or impressions being generated by the material.
• Support creativity: name/claim/concept generation, new packaging, product and design development, concept creation and development.
• Analysis brand/product identity: positioning studies, web, packaging, product and design analysis, brand audit, advertising (pre-post) test.
• Monitor emergent cultural and communication codes