Behavioural science has made significant inroads into market research in recent years and even though the study of signs and symbols has a lot in common with it, semiotics is perhaps the only MR discipline that is largely untouched by the “behavioural revolution” – until now. The emerging scientific discipline of cognitive semiotics allows us to add an objective, quantifiable dimension to the previously subjective practice. Unlike traditional semiotics, it goes beyond the individual researcher interpreting signs and symbols by drawing on existing behavioural science studies to create hypotheses that are tested with real consumers to see how small changes can make a big difference.

1. Cogni&ve Semio&cs: where ar&s&c interpreta&on meets science
Tom Cantle, Irra&onal Agency
New but not
Tech
Cogni&ve semio&cs
Where artistic interpretation meets
science
Tom Cantle | Senior Research Manager, Irrational Agency
#NewMR
@irrationaltom @irrationalagcy

2. Cogni&ve Semio&cs: where ar&s&c interpreta&on meets science
Tom Cantle, Irra&onal Agency
New but not Tech
in this talk…
semiotics becomes an objective,
quantifiable science.
small changes can make a big difference.
© The Irrational Agency 2017

3. Cogni&ve Semio&cs: where ar&s&c interpreta&on meets science
Tom Cantle, Irra&onal Agency
New but not Tech
© The Irrational Agency 2017

4. Cogni&ve Semio&cs: where ar&s&c interpreta&on meets science
Tom Cantle, Irra&onal Agency
New but not Tech
© The Irrational Agency 2017

5. Cogni&ve Semio&cs: where ar&s&c interpreta&on meets science
Tom Cantle, Irra&onal Agency
New but not Tech
semiotics
the study of sign systems and
how meaning is made within a culture
grounded in arts and humanities
© The Irrational Agency 2017

6. Cogni&ve Semio&cs: where ar&s&c interpreta&on meets science
Tom Cantle, Irra&onal Agency
New but not Tech
semiotics
does not rely on interview material
looks at cultural artefacts such as popular
media, advertising, packaging and
merchandising as a context for analysis of a
specific brand or product
© The Irrational Agency 2017

7. Cogni&ve Semio&cs: where ar&s&c interpreta&on meets science
Tom Cantle, Irra&onal Agency
New but not Tech
© The Irrational Agency 2017
tulip
sign

8. Cogni&ve Semio&cs: where ar&s&c interpreta&on meets science
Tom Cantle, Irra&onal Agency
New but not Tech
© The Irrational Agency 2017
denotation
tulip
The tulip is a Eurasian and North
African genus of perennial,
bulbous plants in the lily family.
It is a herbaceous herb with
showy flowers, of which around 75
wild species are currently accepted.

9. Cogni&ve Semio&cs: where ar&s&c interpreta&on meets science
Tom Cantle, Irra&onal Agency
New but not Tech
© The Irrational Agency 2017
connotation
Netherlands
(Holland)
It’s a small
world

10. Cogni&ve Semio&cs: where ar&s&c interpreta&on meets science
Tom Cantle, Irra&onal Agency
New but not Tech
Brand / labelling
Fonts
Logo design
Physical form & materials
Colours
Lids – opening style
Illustrations
Symmetry vs. asymmetry
Layout – boxy, flowing,
minimalist
Pack blurb
Metaphor vs literal
Brand / labelling
Fonts
Logo design
Physical form & materials
Colours
Lids – opening style
Illustrations
Symmetry vs. asymmetry
Layout – boxy, flowing,
minimalist
Pack blurb
Metaphor vs literal
© The Irrational Agency 2017
in practice

11. Cogni&ve Semio&cs: where ar&s&c interpreta&on meets science
Tom Cantle, Irra&onal Agency
New but not Tech
© The Irrational Agency 2017
in practice

12. Cogni&ve Semio&cs: where ar&s&c interpreta&on meets science
Tom Cantle, Irra&onal Agency
New but not Tech
© The Irrational Agency 2017
subjective
unlimited time to rationalise
infinite options for interpretation
the trouble with semiotics…

13. Cogni&ve Semio&cs: where ar&s&c interpreta&on meets science
Tom Cantle, Irra&onal Agency
New but not Tech
© The Irrational Agency 2017
Egocentric bias
We see our own beliefs as more common
than they are in reality and remember our
choices as better than they actually were
because it’s easier to access our own minds
than try to compare our choices to those of
others.
Confirmation bias
We ignore evidence that contradicts what we
believe and accept evidence that confirms it
to avoid rethinking the beliefs we already
hold.

14. Cogni&ve Semio&cs: where ar&s&c interpreta&on meets science
Tom Cantle, Irra&onal Agency
New but not Tech
© The Irrational Agency 2016
Thinking fast,
Thinking slow
Semiotics

15. Cogni&ve Semio&cs: where ar&s&c interpreta&on meets science
Tom Cantle, Irra&onal Agency
New but not Tech
© The Irrational Agency 2017
“We can imagine all cultural units as an enormous
number of marbles contained in a box;
by shaking the box we can form different
connections and affinities among the marbles.”
(Umberto Eco)

16. Cogni&ve Semio&cs: where ar&s&c interpreta&on meets science
Tom Cantle, Irra&onal Agency
New but not Tech
© The Irrational Agency 2017
science to
the rescue!

17. Cogni&ve Semio&cs: where ar&s&c interpreta&on meets science
Tom Cantle, Irra&onal Agency
New but not Tech
© The Irrational Agency 2017
integrates methods and theories
developed in cognitive sciences with
methods and theories in semiotics
conceptual and textual analysis as well
as experimental and ethnographic
investigations
cognitive semiotics

18. Cogni&ve Semio&cs: where ar&s&c interpreta&on meets science
Tom Cantle, Irra&onal Agency
New but not Tech
Semiotics
Behavioural
(cognitive)
science
© The Irrational Agency 2017
Studies signs, symbols,
meaning
Researcher figures out
meaning alone
Doesn’t take into account
consumers’ experiences
Studies nonconscious
influences on decision making
Empirical (mixed) methods,
quantifiable
(More) objective, allows for
consumer perspective
cognitive semiotics

19. Cogni&ve Semio&cs: where ar&s&c interpreta&on meets science
Tom Cantle, Irra&onal Agency
New but not Tech
cognitive semiotics
uncovers the mental architecture of meaning
examines the mental shortcuts embedded in
visual signs and language
reveals associative networks with both qualitative
and quantitative methods
© The Irrational Agency 2017

20. Cogni&ve Semio&cs: where ar&s&c interpreta&on meets science
Tom Cantle, Irra&onal Agency
New but not Tech
© The Irrational Agency 2017
signs and symbols
visual shortcuts
(heuristics)

21. Cogni&ve Semio&cs: where ar&s&c interpreta&on meets science
Tom Cantle, Irra&onal Agency
New but not Tech
© The Irrational Agency 2017
associative networks (connotations)
get built over long periods of time…
…but they are activated in an instant.
meaning making and time

22. Cogni&ve Semio&cs: where ar&s&c interpreta&on meets science
Tom Cantle, Irra&onal Agency
New but not Tech
© The Irrational Agency 2017
the amount of information we receive
every second from our senses is
enormous
this leads to filtering and
prioritisation
visual cues dominate decision making
- it’s often the first sense to activate
we need cognitive semiotics

23. Cogni&ve Semio&cs: where ar&s&c interpreta&on meets science
Tom Cantle, Irra&onal Agency
New but not Tech
© The Irrational Agency 2017
drawing on experimental methods in
cognitive psychology for validation
using time-response methods to
simulate real-world meaning making
giving more robust evidence for e.g.
packaging design, advertising, NPD…
quantifying semiotics

24. Cogni&ve Semio&cs: where ar&s&c interpreta&on meets science
Tom Cantle, Irra&onal Agency
New but not Tech
© The Irrational Agency 2017

25. Cogni&ve Semio&cs: where ar&s&c interpreta&on meets science
Tom Cantle, Irra&onal Agency
New but not Tech
© The Irrational Agency 2017
Sharp
Sour
Citrusy
Soft
Creamy
Smooth
Milky
Tasty
Rich
Sweet

26. Cogni&ve Semio&cs: where ar&s&c interpreta&on meets science
Tom Cantle, Irra&onal Agency
New but not Tech
© The Irrational Agency 2017

27. Cogni&ve Semio&cs: where ar&s&c interpreta&on meets science
Tom Cantle, Irra&onal Agency
New but not Tech
© The Irrational Agency 2017

28. Cogni&ve Semio&cs: where ar&s&c interpreta&on meets science
Tom Cantle, Irra&onal Agency
New but not Tech
© The Irrational Agency 2017

29. Cogni&ve Semio&cs: where ar&s&c interpreta&on meets science
Tom Cantle, Irra&onal Agency
New but not Tech
© The Irrational Agency 2017
small things can make a
big difference

30. Cogni&ve Semio&cs: where ar&s&c interpreta&on meets science
Tom Cantle, Irra&onal Agency
New but not Tech
© The Irrational Agency 2017
just like other traditional MR methods, semiotics too can be
augmented with behavioural science
gives us testable hypotheses and methods to test the
subconscious meanings in a psychologically realistic way
…and ultimately more holistic, robust and usable insights.
cognitive semiotics

31. Cogni&ve Semio&cs: where ar&s&c interpreta&on meets science
Tom Cantle, Irra&onal Agency
New but not Tech
© The Irrational Agency 2017
makes the subjective…
objective.
cognitive semiotics

32. Cogni&ve Semio&cs: where ar&s&c interpreta&on meets science
Tom Cantle, Irra&onal Agency
New but not Tech
© The Irrational Agency 2017
thank you!
More questions?
Tweet me @irrationaltom @irrationalagcy
tom@irrationalagency.com

33. Cogni&ve Semio&cs: where ar&s&c interpreta&on meets science
Tom Cantle, Irra&onal Agency
New but not
Tech
Q & A
Tom Cantle
Irra&onal Agency
Ray Poynter
The Future Place