Towards an engineering Semiotics: combining semiotic models with statistical multivariate analysis.

We are very near to a research revolution: as we are using new media we have to think about new opportunities for semiotics applied to (marketing) research.

Three initial assumptions:

– Social media remove  all the barriers that hinder spontaneous speech production
– People feel able to suggest new hypotheses and open new ways
– Thanks to asynchronicity, people elaborate their opinions for longer and express them providing more details

We would like to present two case studies:
–       a research on signals of innovation of Carrefour Planet, carried out collecting texts from social media and analyzing them through statistical instruments, able to produce clusters, associations and  diagrams to be interpreted by semiotic models (giving a quantitative basis to qualitative research);
–       a semiotic research before a creative advertising idea, in order to find new communication concepts. In this case study we collected all material available online, taken from teenagers free speech, feeling and behaviour that could impact on fashion. Textual data have been processed by lexicographic software, and then selected for a semiotic and anthropological analysis.

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