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Quantitative Semiotics - Culture by Numbers Slide 1 Quantitative Semiotics - Culture by Numbers Slide 2 Quantitative Semiotics - Culture by Numbers Slide 3 Quantitative Semiotics - Culture by Numbers Slide 4 Quantitative Semiotics - Culture by Numbers Slide 5 Quantitative Semiotics - Culture by Numbers Slide 6 Quantitative Semiotics - Culture by Numbers Slide 7 Quantitative Semiotics - Culture by Numbers Slide 8 Quantitative Semiotics - Culture by Numbers Slide 9 Quantitative Semiotics - Culture by Numbers Slide 10 Quantitative Semiotics - Culture by Numbers Slide 11 Quantitative Semiotics - Culture by Numbers Slide 12 Quantitative Semiotics - Culture by Numbers Slide 13 Quantitative Semiotics - Culture by Numbers Slide 14 Quantitative Semiotics - Culture by Numbers Slide 15 Quantitative Semiotics - Culture by Numbers Slide 16 Quantitative Semiotics - Culture by Numbers Slide 17 Quantitative Semiotics - Culture by Numbers Slide 18 Quantitative Semiotics - Culture by Numbers Slide 19 Quantitative Semiotics - Culture by Numbers Slide 20 Quantitative Semiotics - Culture by Numbers Slide 21 Quantitative Semiotics - Culture by Numbers Slide 22 Quantitative Semiotics - Culture by Numbers Slide 23 Quantitative Semiotics - Culture by Numbers Slide 24 Quantitative Semiotics - Culture by Numbers Slide 25 Quantitative Semiotics - Culture by Numbers Slide 26 Quantitative Semiotics - Culture by Numbers Slide 27 Quantitative Semiotics - Culture by Numbers Slide 28 Quantitative Semiotics - Culture by Numbers Slide 29 Quantitative Semiotics - Culture by Numbers Slide 30 Quantitative Semiotics - Culture by Numbers Slide 31 Quantitative Semiotics - Culture by Numbers Slide 32 Quantitative Semiotics - Culture by Numbers Slide 33 Quantitative Semiotics - Culture by Numbers Slide 34 Quantitative Semiotics - Culture by Numbers Slide 35 Quantitative Semiotics - Culture by Numbers Slide 36 Quantitative Semiotics - Culture by Numbers Slide 37 Quantitative Semiotics - Culture by Numbers Slide 38 Quantitative Semiotics - Culture by Numbers Slide 39 Quantitative Semiotics - Culture by Numbers Slide 40 Quantitative Semiotics - Culture by Numbers Slide 41 Quantitative Semiotics - Culture by Numbers Slide 42 Quantitative Semiotics - Culture by Numbers Slide 43 Quantitative Semiotics - Culture by Numbers Slide 44 Quantitative Semiotics - Culture by Numbers Slide 45 Quantitative Semiotics - Culture by Numbers Slide 46
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Quantitative Semiotics - Culture by Numbers

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The world of Market Research has become quite good at automating basic tasks and surveys. But when it comes to extracting implicit meaning from unstructured cultural influences such as text, imagery, and so on, in all its messy richness, life is rarely so simple.

Quantitative semiotics is an emergent discipline that harnesses machine learning and automated analytics to declutter and extract implicit meaning from vast amounts of natural language, social media, advertising, brand and comms imagery. It cuts to the chase fast, saves time and money, and unlike traditional practitioner-based semiotic decoding, it is measurable. As an example, the speakers will share their new Archetype Engine – a tool for reading the signs of cultural collateral against the familiar Jungian narrative structures like Hero, Caregiver, Rebel, Explorer, and so on.

The webinar is presented by Andy Dexter and Andrew Jeavons from Signoi. This is a commercial presentation and you will learn what quantitative semiotics is, how it is being used, and how you can find out more.

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Quantitative Semiotics - Culture by Numbers

  1. 1. © Signoi Ltd 2018 TOWARDS QUANTITATIVE SEMIOTICS www.signoi.com Andy Dexter & Andrew Jeavons Founders
  2. 2. © Signoi Ltd 2018 Why we’re here Structured Big Data is (relaIvely) easy. 2 Measuring the implicit is hard. There is no Ime. We bring you Signal from Noise.
  3. 3. © Signoi Ltd 2018 Ferdinand de Saussure Charles Peirce CommunicaIon of any form can have a significant symbolic component. Origins
  4. 4. © Signoi Ltd 2018 Decoding - decoded 4 Not just descripIve (stones, leaves) … Decoding helps brands understand their consumers, get a handle on their posi9oning, and build beUer experiences.… Large blocks of natural language from any source UNSTRUCTURED DECODED OUTCOMES Reading between the lines TEXT VISUAL IMAGERY
  5. 5. © Signoi Ltd 2018 Augmented Intelligence 5 But traditional decoding – whilst often brilliantly insightful - is COMPLEX, SLOW, and (as many see it) EXPENSIVE. Worst case, it’s seen as SUBJECTIVE.
  6. 6. © Signoi Ltd 2018 Who’s who? 6
  7. 7. © Signoi Ltd 2018 Language has power I have a dream that one day this na7on will rise up and live out the true meaning of its creed: ‘We hold these truths to be self-evident; that all men are created equal’… And so, my fellow Americans, ask not what your country can do for you; ask what you can do for your country. My fellow ci7zens of the world, ask not what America will do for you, but what, together, we can do for the freedom of man... “ “
  8. 8. © Signoi Ltd 2018 Images have power
  9. 9. © Signoi Ltd 2018 Decoding is always with us
  10. 10. © Signoi Ltd 2018 Scaling Consistency Explora9on Move from a pure pracIIoner based model to an automated analysis model to help analysis happen at speed and scale. Volume constraints: e.g. vast NPS studies, Instagram feeds. PracIIoner models can be inconsistent. Automated systems are not. Can build and test new meaning structures, and evolve them. Towards Quantitative Semiotics
  11. 11. © Signoi Ltd 2018 Things to bear in mind •  Like any analysis, this can be used boUom up or top down 11 BoDom up: Allow naturally occurring paUerns and structures to emerge from the data Top down: Measure the data against structures you have defined
  12. 12. © Signoi Ltd 2018 Inputs and Outputs 12 SOCIAL MEDIA NPS/ CSAT BRAND COMMUNICATIONS COMMUNITIES AND FORUMS SURVEYS AND RESEARCH PUBLIC DISCOURSE EMOTIONAL SPECTRA SEMANTIC ANALYSIS ARCHETYPE DNA THEMATIC MAPPING MULTIVARIATE ANALYSIS COMMUNICATIONS MAPPING
  13. 13. © Signoi Ltd 2018 C U L T U R E : B Y N U M B E R S www.signoi.com UNDERSTANDING NARRATIVE www.signoi.com
  14. 14. © Signoi Ltd 2018 Narratives in Culture – ‘bottom up’ Most Brexit research is about asking people structured ques9ons, e.g. “which of the following was important to you when vo9ng…” Or, it’s small scale qualitaIve (c.f. recent Demos work) We decided to run qual-at-scale as a Signoi test Simple quesIons: How did you vote? Tell us in your own words, what was on your mind? Followed by a series of general aLtude ques7ons… What are the narra9ves that naturally emerge? 14
  15. 15. © Signoi Ltd 2018 Narratives in Culture – ‘bottom up’ Basic thema9c analysis allow you to quickly iden9fy the main themes 15
  16. 16. © Signoi Ltd 2018 More interesting: Emergent Structures 16
  17. 17. © Signoi Ltd 2018 Example 17
  18. 18. © Signoi Ltd 2018 Defining the Emergent Structures 18 6 3 4 5 2 1 7 PC2 PC1 ImmigraIon - put a stop to thousands flooding into this country . take back control of our own laws . ridiculous amounts of money and power given to eu that should be kept in this country for our own needs - nhs, housing, welfare . Too many uneducated immigrants . too many criminal immigrants . hate being ruled by europe we need to make our own laws and take control again . Fed up of being told by other countries what i can and cant do. . fed up of the arguing that goes on over in germany . Fed up of the amount of ,money that has been spent of the eu headquarters by us. for only the euro mps benefit. To regain our naIonality . stop wasIng money being spent on ridiculous ideas that do not benefit the uk parIcularly. . get out of the 'control' of other countries and do the best for our country. We ruled ourselves before the eu and we can do it again . Fed up of sending the eu billions of pounds for them to tell us how to govern our own country . Need to close the borders and stop illegal immigrants and send them back to where they came from . ImmigraIon must be curbed, before the populaIon of this country explodes and we lose our beauIful countryside to endless house-building . our wildlife is losing it's habitat due to building on the land, and this is due-in part-to the immigrants, who come over and breed, and their kids will breed, how can the govt be so short-sighted! . we have enough criminals of our own, without gehng them coming here from other countries! . I like being briIsh and dont want to be european . i think we should determine what laws are created here in the uk . we need to restrict immigraIon, small island gehng full up . ETC Get off my land
  19. 19. © Signoi Ltd 2018 Defining the Emerging Structures 19 6 3 4 5 2 1 7 PC2 PC1 In the best interests of future generaIons. . the uk needs to be in the eu to protect it from trade policies and lower standards of the usa. . i have long supported the idea of a federal united states of europe. My son lives and works in germany this will affect him and my grandchildren . my daughter-in-law is french and lives and works in london - this will affect another grand daughter . i want us all to belong to the same community. my reasons are obviously very personal . Working and living in a broad community . don't see gain in leaving . uk to play a fuller role in improving the eu . For trade purposes . we are stronger in the eu although there are changes that need to be made . to fight terrorism together . “There is more that unites us than divides us" . all other things being equal I believe being in a single market is beUer . I think we are stronger and beUer off being part of a larger community . travel into europe is much easier . ImmigraIon has been the lifeblood of the uk for many, many years . United we stand. divided we fall . we are beUer off business wise . we need a strong trading posiIon with the rest of europe . Britain is stronger in europe . we need to stand together and cooperate . the world is safer if we unite .countries should work together to get it right . ETC Stronger together
  20. 20. © Signoi Ltd 2018 Analysing the Structures 20 9 15 17 13 11 7 8 9 4 45 12 24 24 14 10 18 16 6 5 10 16 9 44 15 20 3 3 11 0 10 20 30 40 50 60 70 80 90 100 Remain Leave Didn't vote Total 7. Stronger together 6. Lies and mistrust 5. Rights and freedom 4. Belief and hope 3. Get off my land 2. Money and jobs 1. Fear of the dark
  21. 21. © Signoi Ltd 2018 Analysing the Structures 21 9 15 17 13 11 7 8 9 4 45 12 24 24 14 10 18 16 6 5 10 16 9 44 15 20 3 3 11 0 10 20 30 40 50 60 70 80 90 100 Remain Leave Didn't vote Total 7. Stronger together 6. Lies and mistrust 5. Rights and freedom 4. Belief and hope 3. Get off my land 2. Money and jobs 1. Fear of the dark 36 58 7 62 71 61 84 48 64 42 93 38 29 39 16 52 0 50 100 Remain Leave Total
  22. 22. © Signoi Ltd 2018 Top down: the concept of Archetypes 22 REBEL EXPLORER CREATOR HERO MAGICIAN SAGE INNOCENT EVERYMAN CAREGIVER LOVER JOKER Dreamer, naïve, romantic, faith and optimism Realism, empathy. lack of pretence Strength, courage, willpower, tenacity, honour Compassion, nurture, safety, generosity, protection Individualistic, ambition, curiosity, being true to oneself Outrageous, unpredictable, freedom, rulebreaking, dangerous Passion, intimacy, desire, sensuality Creativity, imagination, nothing is impossible Joy, fun, happiness, playfulness, trickery Wisdom, intelligence, thoughtfulness, teacher RULER Responsibility, power, self - determination, control, leadership Mystery, skill, mastery, transformation, power LIBERATION ENJOYMENT INTIMACY BELONGING NURTURE HOPE CONTROL UNDERSTANDING POWER STRENGTH INNOVATION ADVENTURE
  23. 23. © Signoi Ltd 2018 The Archetypology of voting groups differs 23 -20 -10 0 10 20 30 40 Rebel Joker Lover Caregiver Everyman Innocent Ruler Sage Magician Hero Creator Explorer LEAVE REMAIN DNV LIBERATION ENJOYMENT INTIMACY BELONGING NURTURE HOPE CONTROL UNDERSTANDING POWER STRENGTH INNOVATION ADVENTURE
  24. 24. © Signoi Ltd 2018 -30 -20 -10 0 10 20 30 40 50 60 REBEL JOKER LOVER CAREGIVER EVERYMAN INNOCENT RULER SAGE MAGICIAN HERO CREATOR EXPLORER Ruler/Rebel 24 GET OFF MY LAND 6 3 4 5 2 1 7 PC2 PC1 3 -30 -20 -10 0 10 20 30 40 LIBERATION ENJOYMENT INTIMACY BELONGING NURTURE HOPE CONTROL UNDERSTANDING POWER STRENGTH INNOVATION ADVENTURE
  25. 25. © Signoi Ltd 2018 Everyman/Sage/Caregiver 25 6 3 4 5 2 1 7 PC2 PC1 STRONGER TOGETHER -30 -20 -10 0 10 20 30 40 50 60 REBEL JOKER LOVER CAREGIVER EVERYMAN INNOCENT RULER SAGE MAGICIAN HERO CREATOR EXPLORER -30 -20 -10 0 10 20 30 40 LIBERATION ENJOYMENT INTIMACY BELONGING NURTURE HOPE CONTROL UNDERSTANDING POWER STRENGTH INNOVATION ADVENTURE
  26. 26. © Signoi Ltd 2018 If you can write it down, you can measure it 26 -100 -80 -60 -40 -20 0 20 40 60 80 1. Fear of the dark 2. Money and jobs 3. Get off my land 4. Belief and hope 5. Rights and freedom 6. Lies and mistrust 7. Stronger together CULTURALLY PROGRESSIVE CULTURALLY ATAVISTIC
  27. 27. © Signoi Ltd 2018 C U L T U R E : B Y N U M B E R S www.signoi.com VISUAL LANGUAGE www.signoi.com
  28. 28. © Signoi Ltd 2018 Any image has a distinctive meaning structure 28
  29. 29. © Signoi Ltd 2018 -0.5 -0.4 -0.3 -0.2 -0.1 0 0.1 0.2 0.3 0.4 0.5 Creating Dimensions: Example 29 Vitality Purity
  30. 30. © Signoi Ltd 2018 Visual Semiotics in the health and beauty category 30
  31. 31. © Signoi Ltd 2018 -50 0 50 100 Rebel Joker Lover Caregiver Everyman Innocent Ruler Sage Magician Hero Creator Explorer Identifying Archetypes (Dimensions) LIBERATION ENJOYMENT INTIMACY BELONGING NURTURE HOPE CONTROL UNDERSTANDING POWER STRENGTH INNOVATION ADVENTURE
  32. 32. © Signoi Ltd 2018 -50 0 50 100 Rebel Joker Lover Caregiver Everyman Innocent Ruler Sage Magician Hero Creator Explorer Identifying Archetypes LIBERATION ENJOYMENT INTIMACY BELONGING NURTURE HOPE CONTROL UNDERSTANDING POWER STRENGTH INNOVATION ADVENTURE
  33. 33. © Signoi Ltd 2018 -50 0 50 100 Rebel Joker Lover Caregiver Everyman Innocent Ruler Sage Magician Hero Creator Explorer Identifying Archetypes LIBERATION ENJOYMENT INTIMACY BELONGING NURTURE HOPE CONTROL UNDERSTANDING POWER STRENGTH INNOVATION ADVENTURE
  34. 34. © Signoi Ltd 2018 -50 0 50 100 Rebel Joker Lover Caregiver Everyman Innocent Ruler Sage Magician Hero Creator Explorer Identifying Archetypes LIBERATION ENJOYMENT INTIMACY BELONGING NURTURE HOPE CONTROL UNDERSTANDING POWER STRENGTH INNOVATION ADVENTURE
  35. 35. © Signoi Ltd 2018 -50 0 50 100 Rebel Joker Lover Caregiver Everyman Innocent Ruler Sage Magician Hero Creator Explorer Identifying Archetypes LIBERATION ENJOYMENT INTIMACY BELONGING NURTURE HOPE CONTROL UNDERSTANDING POWER STRENGTH INNOVATION ADVENTURE
  36. 36. © Signoi Ltd 2018 -50 0 50 100 Rebel Joker Lover Caregiver Everyman Innocent Ruler Sage Magician Hero Creator Explorer Identifying Archetypes LIBERATION ENJOYMENT INTIMACY BELONGING NURTURE HOPE CONTROL UNDERSTANDING POWER STRENGTH INNOVATION ADVENTURE
  37. 37. © Signoi Ltd 2018 -50 0 50 100 Rebel Joker Lover Caregiver Everyman Innocent Ruler Sage Magician Hero Creator Explorer Identifying Archetypes LIBERATION ENJOYMENT INTIMACY BELONGING NURTURE HOPE CONTROL UNDERSTANDING POWER STRENGTH INNOVATION ADVENTURE
  38. 38. © Signoi Ltd 2018 -50 0 50 100 Rebel Joker Lover Caregiver Everyman Innocent Ruler Sage Magician Hero Creator Explorer Identifying Archetypes LIBERATION ENJOYMENT INTIMACY BELONGING NURTURE HOPE CONTROL UNDERSTANDING POWER STRENGTH INNOVATION ADVENTURE
  39. 39. © Signoi Ltd 2018 Analysing Visual Language at Scale 39 -50 0 50 100 Rebel Joker Lover Caregiver Everyman Innocent Ruler Sage Magician Hero Creator Explorer
  40. 40. © Signoi Ltd 2018 Analysing Visual Language at Scale 40 -50 0 50 100 Rebel Joker Lover Caregiver Everyman Innocent Ruler Sage Magician Hero Creator Explorer
  41. 41. © Signoi Ltd 2018 Analysing Visual Language at Scale 41 -50 0 50 100 Rebel Joker Lover Caregiver Everyman Innocent Ruler Sage Magician Hero Creator Explorer
  42. 42. © Signoi Ltd 2018 Mapping and Decoding Communications 42 PCA1 PCA2 Innocent Lover Rebel Hero Ruler Caregiver Creator Explorer Sage Joker Everyman Magician + + + + + + + + + + + + LIBERATION ENJOYMENT INTIMACY BELONGING NURTURE HOPE CONTROL UNDERSTANDING POWER STRENGTH INNOVATION ADVENTURE
  43. 43. © Signoi Ltd 2018 43 Technology and Power Glamour Dreamlike Hyperrealism PracIcal Family Outdoor Adventure Mapping and Decoding Communications
  44. 44. © Signoi Ltd 2018 Summary: Signal from Noise 44 Fast and robust analysis of the codes of a category, for beUer brand posiIoning. Quicker, deeper, different insights – innovaIon plarorms, brand strategy, comms. The ability to idenIfy and leverage new and compelling narraIves for your brand. Improved messaging and experience in context. Improved tone of voice and consumer language. Campaign and brand evaluaIon; creaIve/ media strategy and planning. BeUer customer targeIng: segmenIng people by what they are saying. BeUer, deeper understanding of the cultural weather – the wider brand discourse. 1 2 3 4 5 6 7 8 Quan9ta9ve Semio9cs delivers:
  45. 45. © Signoi Ltd 2018 LIKE TO KNOW MORE? FEEL FREE TO GET IN TOUCH… www.signoi.com andy.dexter@signoi.com andrew.jeavons@signoi.com
  46. 46. All copyright owned by The Future Place and the presenters of the material. For more informa;on about NewMR events visit h@p://newmr.org Q & A Sue York NewMR
  • StephenVerba

    Apr. 25, 2018

The world of Market Research has become quite good at automating basic tasks and surveys. But when it comes to extracting implicit meaning from unstructured cultural influences such as text, imagery, and so on, in all its messy richness, life is rarely so simple. Quantitative semiotics is an emergent discipline that harnesses machine learning and automated analytics to declutter and extract implicit meaning from vast amounts of natural language, social media, advertising, brand and comms imagery. It cuts to the chase fast, saves time and money, and unlike traditional practitioner-based semiotic decoding, it is measurable. As an example, the speakers will share their new Archetype Engine – a tool for reading the signs of cultural collateral against the familiar Jungian narrative structures like Hero, Caregiver, Rebel, Explorer, and so on. The webinar is presented by Andy Dexter and Andrew Jeavons from Signoi. This is a commercial presentation and you will learn what quantitative semiotics is, how it is being used, and how you can find out more.

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