FRONT PAGE / POSTS
by Martha Arango| Stockholm, Sweden
Thursday, 29 July 2010
tags: americas, clients & brands, europe, experts & agencies, global vectors, semiotics, sequencing, uncategorized
When I was a child I wanted to marry God. As a young woman, to be a nun and a missionary, fighting misery. I went to the jungle. There in the tropical rainforest together with progressive priests, interpreted God’s word. With a mixture of catholic fervor and political naivety we learned more than we could teach.
Some years after, I was enlightened once more. This happened on the Aztecs’ land, at university in Mexico. I was searching for a methodology that could explain why some advertisements caught my attention immediately and why some others passed by completely unnoticed. I found the answers in semiotics.
The zigzag of my life brought me to Sweden. I changed sunny México for the Swedish darkness. My world was turned around in all senses, but a girl’s dream to do something meaningful still followed me.
The message here was of course different. It was about semiotics. Being inspired by the British pioneers, I decided to follow my vocation. To introduce semiotics to market research, I spread the word through seminars.
I clearly remember my first lecture. I wanted to appear credible, so I tried to adapt myself to Swedish cultural codes. There I was, a Colombian semiotician trying hard not to gesticulate, talking in a measured way and looking calm. Not very successful – boring in fact. I decided instead to be myself and keep on going.
I managed to introduce semiotics despite my Latin-ness (or maybe thanks to that) and the high suspicion that the methodology aroused. It was perceived to be subjective, not being based on talking to consumers. I tested different ways to break through for a period of time until, finally, the opportunity came and I took it.
An ordinary day. A colleague who was searching for ways to interpret collages from focus groups asked me if I could see further and deeper than her own interpretations. The answer was affirmative, and the META-COLLAGE WAS BORN. Today it is one of the most popular terms connected with semiotics in Swedish market research, for better or worse.
The consumer’s pictures were transformed into visual stories. I saw an endless source of information within the images. A visual chaos lying there, waiting to take form through strong story-telling. The credibility problem was solved. The clients believed in what they saw. The pictures were of course, chosen by consumers. They represented the emotional values of the brand, not only with words but with concepts, symbols and images. Adjustments were made on the journey. An additional collage was needed: the one that represented the optimal brand, to capture the relevant emergent tendencies.
In some ways I’m back on the jungle, trying to convert the heathens of research. I have already managed to saved some, but the mission is not complete yet. I carry on saying that even without the consumer’s answers a semiotician can really see beyond – into the territory of culture. I already see the signs, that the day is coming …
© Martha Arango 2010