The interview: Chris Barnham, part 1
10/21/20 • -1 min
It’s another interview episode, the first of a two-parter with qualitative researcher and semiotician Chris Barnham.
In part 1 Chris gives an in-depth overview of the field, and explains his view that the theory of semiotics advanced by Charles Peirce can be be more helpful than Saussurian semiotics when it comes to understanding how consumers create brand meaning.
Focusing on individual customers, rather than cultural codes, means that semiotics combined with qualitative research can be used to understand how brand meanings are created, and how they change and evolve over time.
Next time we’ll discuss the applications of semiotics to customer experience.
https://tlf-public-assets.s3.eu-west-2.amazonaws.com/podcasts/ChrisBarnhamEp1.mp3It’s another interview episode, the first of a two-parter with qualitative researcher and semiotician Chris Barnham.
In part 1 Chris gives an in-depth overview of the field, and explains his view that the theory of semiotics advanced by Charles Peirce can be be more helpful than Saussurian semiotics when it comes to understanding how consumers create brand meaning.
Focusing on individual customers, rather than cultural codes, means that semiotics combined with qualitative research can be used to understand how brand meanings are created, and how they change and evolve over time.
Next time we’ll discuss the applications of semiotics to customer experience.
https://tlf-public-assets.s3.eu-west-2.amazonaws.com/podcasts/ChrisBarnhamEp1.mp3
Previous Episode
Benchmarking
Stephen and Greg chat about benchmarking customer survey scores, picking up on some of the points in Greg’s webinar on the subject.
What is benchmarking good for? Is it a distraction, a vanity exercise, or can it be used as a source of improvement?
https://tlf-public-assets.s3.eu-west-2.amazonaws.com/podcasts/Ep37+-+Benchmarking.mp3Next Episode
The interview: Chris Barnham, part 2
In the second of our episodes featuring Chris Barnham, Stephen and Chris discuss in more detail how to use “qualitative semiotics” to explore how customers understand brand meaning. They talk about the importance of identity and qualification, and how to use a propositional hierarchy to think about the way your brand is perceived.
Stephen and Greg pick up the discussion to consider the ways in which this theory, and this approach to qualitative research, could be used in customer experience research.
https://tlf-public-assets.s3.eu-west-2.amazonaws.com/podcasts/ChrisBarnhamPod2.mp3If you like this episode you’ll love
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