We decode culture for effective strategy
At Yuzu we take market research one step further. We don’t just speak to consumers, we decode their world – through insights from both the conscious and the subconscious. Our work translates into more precise strategic decision making.
Semiotics helps us understand the decision making factors that are impossible for consumers to articulate themselves.
It studies the consumers’ context, the subconscious elements that influence their mindset and behaviours.
Through semiotic studies, we can decode their frame of reference. Some potential applications of these studies include comms strategy creation, inspiring product innovation, or refining product packaging design.
Qualitative research collects non-numerical data to probe and explore consumers‘ in-depth opinions and feelings.
Methodologies for this research include focus group discussions, in-depth interviews, in-home interviews, co-creation workshops, diary studies and ethnography.
Qualitative research is vital to understand consumer needs and behaviors, to identify emerging trends, to recognise obstacles to a brand‘s image, and to gather first hand feedback on product launches.
Quantitative research focuses on numerical data gathered through online surveys.
These surveys are conducted on a large sample population, from which we can then identify patterns and objective insights.
We leverage qualitative research to gather numerical data on a target market and audience, to develop consumer profiling and segmentation, to define a market size and pricing strategy, and to create a brand discriminant analysis for strategic road-mapping.
Cultural intelligence is closely linked to semiotics– while semiotics directly observes and decodes the world surrounding the consumer, cultural intelligence leverages existing knowledge.
This is done through a mix of academic research into social history, modern day media scrape technology and media analysis.
Beyond academics, we have built a wide network of cultural experts, who we ask to contribute first hand insights into the social realms we study.
