Network: Ajitesh

by | London, UK

Thursday, 10 February 2011

tags: emergence, europe, experts & agencies, making sense, network, semiotics, socioeconomics, uncategorized


Where are you and what are you doing?
I am currently working in London, for Harris Interactive as a Research Analyst in the Advanced Analytics division. I deal with statistical/econometric analyses as well as research methodology in general. It really is not as dull as it sounds! My job is exciting because of the sheer variety of things I'm involved in, which, on any given day can span from conducting pricing analyses to questionnaire design. A large part of my work focuses on understanding the drivers of brand choice as well as contributing to innovation in behavioural economics. I have also delivered training in semiotics and more generally promoted a semiotic perspective on consumer behaviour.           
How did you first become interested in semiotics?
I have always had a keen interest in human behaviour. Why do people do the things they do? Early in my studies of psychology, I became increasingly interested in the field of social cognition – the study of social information processing, in particular the study of imitation. Whilst researching this field, I came across an article titled “The Dynamics of Interaction and Consciousness”, written by Svend Østergaard in the academic journal Cognitive Semiotics. This article introduced me to the concept of schematic representations – a type of abstract mental structure, which sparked my interest in Cognitive Semiotics – the study of how meaning is encoded and decoded in communication.    
You work with a market research organisation and an academic semiotics institute. Tell us about that double life?
Yes, even though I work as a Research Analyst full-time, I try to stay up-to-date with developments at the Center for Semiotics at AU by attending lectures and following research activities. I find that having this dual perspective is extremely rewarding. My academic expertise can be readily utilised for commercial purposes, although within the constraints of actionable commercial solutions, which is a tough challenge! I also find myself in the privileged position of critically appraising semiotic theories in light of observing “semiotics in action” in a variety of commercial research projects.  
From your experience of academic semiotics how would you like to see semiotics develop commercially?
I would like to see more recent developments from academic semioticians being adopted by commercial semioticians. Some of the most cutting-edge academic achievements include the study of signs and sign systems using neuroscience, artificial intelligence technology and predictive analytics. A general principle that unites these techniques is the potential for gaining data-driven insight into meaning and the study of signs and sign systems. Ideally, I would like to see some form of evidence-based semiotics being applied by commercial semiotic analysts, as this may not only increase the quality of semiotic analyses being provided to clients but also ensure a greater return on investment for these clients, helping to retain existing clients and attracting new ones with a disposition for systematic and scalable techniques.  
Tell us about the image you've selected
The image I selected shows the continuity between non-human primates and human primates. In my view, this is essential to cognitive semiotics. In order to genuinely understand the general properties and functions of signs and sign systems, one has to take into account primate behaviour and human evolution that led to symbolic information processing.
© Ajitesh Ghose 2011
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