WHY
semiotics &
cultural analysis �can help you
If you have a WHY question,
you are looking for a cultural answer.
Decoding�culture
Semiotics & cultural analysis methodology
TRENDS DETECTION
QUALITATIVE STUDIES
ETHNOGRAPHY
SEMIOTICS & �CULTURAL �ANALYSIS
CULTURAL AND SEMIOTIC RESEARCH
Question – research - answer
Some years ago, P&G Latam realized that its Pantene brand was disconnected from the social movement that women were leading in Latin America. We worked on the cultural analysis of emerging expressions in the hair care category.
Sample project
Research - based execution
A year later, Pantene launched its #UnPeloPanteneLoDiceTodo campaign, incorporating the learnings of the semiotic analysis and connecting with the power, authenticity and diversity that hair can express, leaving behind expressions such as the #PeloPantene beauty contest that had been its emblem until that moment.
Sample project
Depending on the research questions, �our reports may include:
tensions
trajectories
semiotic maps
customer journey
cultural shifts
customer profiles
Cultural analysis + first hand experience
Combining methodologies
Cultural immersive experiences:
- thematic urban tours & visits
- ad hoc workshops
Ethnographic fieldwork: �
visits, interviews and tours in rural and remote zones.
Cultural analysis + ethnography
Combining methodologies
SemioticaStudio + Pilotly
Made by Humans, for Humans. Empowered by AI.
Combining methodologies
The team: Ximena Tobi & Gabriela Pedranti (Semioticastudio) �and Gianlluca Simi (Pilotly).
Videos with the main findings
Original audiovisual summary:
- script
- management
- production
Outcomes aren’t always a written report…
TRAINING, WEBINARS �AND MASTERCLASSES
Synchronous and asynchronous online courses and face to face masterclasses, conferences & training
* Training + first analysis supervision
Some themes:
* both in English and Spanish
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About us
Founders - Directors - Gabriela Pedranti (Barcelona, Spain) and Ximena Tobi (Buenos Aires, Argentina)
Gabriela Pedranti holds a Bachelor of Arts degree in Communications from the University of Buenos Aires, Argentina and a MA in Contemporary Cinema and Audiovisual Studies (Pompeu Fabra University, Barcelona, Spain). She’s been a lecturer at IED Barcelona since 2005 and from 2014 to 2018, she was the BA (HONS) Fashion Marketing and Communication Course Leader (validated by the University of Westminster) there. She also teaches at UPF. She’s worked as a communication consultant, journalist and translator/interpreter.
Ximena Tobi holds a Bachelor of Arts degree in Communications (2001), a MA in Research in Social Sciences from the University of Buenos Aires (2015). She’s a lecturer and researcher in media semiotics at the BA in Communication Sciences of the University of Buenos Aires. Since 2005 she has worked in the research industry, applying semiotics, cultural analysis, ethnography and other qualitative methods to solve social and business problems.
Semiotica Studio is a bespoke agency + network. Since 2009, we’ve been articulating user-centered research with the cultural frameworks that determine human & consumer behaviour. We work with and integrate into global and multidisciplinary teams, adding the local perspective from the Latin American and Spanish markets. #LatinPower
If you are interested in having a deep Spanish/Latam perspective (considering a whole project with different countries, from the initial management to the final results), our own network of on-site collaborators will be happy to help. We also work with the Latin market in the U.S.
We’ve worked for international clients and brands, such as: Latam projects funded by the UE, Netflix Latam, Procter & Gamble Latam (Pantene, Head & Shoulders, Herbal Essence) – Unilever (Dove, Axe, Sedal, Impulse) – Natura - Coca Cola - Kellogg's – PepsiCo - Colgate – Avon – Nivea - Coty - Salon Line, O Boticário, Mantecorp – Clarel - BMC - Canopy Research - Ipsos - Kantar (Australia, USA, UK) - Sign Salad - Space Doctors- Maru Matchbox.
A powerful network of semioticians and cultural analysts that unveils meaning behind actions.
Spain, Latin America and the Latin market in the US.
Co-founders:�Gabriela Pedranti (Spain HQ) +34678211493
Ximena Tobi (Argentina HQ) +5491149371403