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Well established academically across the human sciences, semiotics has recently achieved mainstream recognition and use in consumer insight and marketing consultancy. Some major client corporations such as P&G and Unilever, using tried and tested suppliers, have achieved considerable success in applying the methodology globally. Many clients and supplier agencies, however, still see semiotics as an optional extra rather than an essential part of a thought through research process. Nowhere is the role of semiotics more important than for international business units looking to learn about developing markets and the increasingly diverse and fluid cross-cultural patterns that characterize globalization today.