The recent ESOMAR Congress in Athens delved into many new research techniques including mobile research, social media, and communities, as well as some of the more traditional research methodologies.  One particularly interesting theme was Semiotics.  The topic of semiotics seems especially appropriate at events such as ESOMAR Congress, where the audience – from exhibitors to attendees – is global and increasingly sophisticated in conducting worldwide research.

Semiotics emerges from linguistics, and the term traditionally refers to the relationship between signs and what they mean. In research, semiotics deals more with global brands and concepts, and which symbols can be used to tie them together in meaningful ways cross-culturally. When a single brand’s ad campaign is rolled out globally, marketers must determine which images convey the same meaning regardless of nationality or location – will the images signify the same thing to one person in Delhi and another person in Tuscany?

Semiotics ties into the study of cognition and the neuro-based research practices that are playing an increasingly prominent role in our industry (all aided by advancements in software design). These types of solutions are also increasingly visible at industry events. For instance, research has now progressed from the online virtual shopping question type that is embedded within a survey to a simulation of virtual shopping that takes place in a staged laboratory environment.

Software development has carried us forward to the point where vendors such as Tobii can now utilize eye tracking software during the in-store experience. This technology has the potential to significantly augment in-store scanner data. It can indicate what items shoppers focused upon but did not purchase, as well as what items shoppers were willing to go back for even though they had left the aisle. (But will we scan the aisles more thoroughly knowing we are wearing research “glasses?”)

From the topics covered at ESOMAR Congress as well as other recent industry events, it seems clear that plenty of new and emerging research techniques are being added to the mix. The world is shrinking while technology is growing at a rapid pace. Semiotics, cognitive research, mobile, social media, are making their mark now – are you ready?