"pusing back the boundaries between quantitative and qualitative"

Further investigation through the Semiometrie technique provides deeper insight.

Semiometrie looks at how VIPers react to words on a subconscious level. It is a new way of looking at the mindset of brand users, media users or demographic sub-groups.

Respondents react to a list of 210 words in terms of their personal warmth towards them - a bit like word association tests.

Through the Semiometrie technique we are able to:

• Understand users
• Look at market positioning
• Look at the fit between advertising and the vehicle
• Plan media
• Brief creatives at the early stages of coming up with a new campaign
• Look at the appropriateness of sponsorship