Semiotics Made Practical

Want a clear, practical, jargon-free introduction to the world of semiotics? This highly-interactive, ever-popular course is for you. You will learn basic semiotic theories and techniques, discover how semiotics fits into the wider research process and get the chance to apply your learning in an afternoon of hands-on, interactive group work.

After more than 30 years in the research mix, semiotics is still a bit of a mystery: what’s with the clever name? Is it a science or an art? What makes the findings credible? This intensive day-course will not only clear up the mystery (and take you behind the curtain) but will enable you to carry out your own semiotic analyses before the day is out.

What we'll do

• Explore the world of semiotics, from its early thinkers to its legendary practitioners
• Wash down the elephant in the room: Why has semiotics always seemed a bit obscure? What’s changed?
• Get Practical I: learn how to talk semiotics with simplicity and confidence
• Get Practical II: do some actual analysis and get a feel for how semiotics works in reality
• Take plenty of breaks (there’ll be a lot to think about!)

Learning outcomes

• An introduction to the discipline of semiotics: where it came from, how it's grown alongside consumer culture
• An understanding of how semiotics works in an everyday business context: proposing, workshopping, working alongside other research strands
• Getting a client perspective on using semiotics, via a guest speaker
• Some 'toolkit takeaways' for your own thinking and analysis, post-course
• Extensive hands-on practice in 'getting semiotic'

Who would benefit

Anyone who wants to get to grips with semiotics in the everyday world of brands and culture.

Course delivery mode

Online

Trainer biography

Rob Thomas studied semiotics at Oxford and learned about brands and retail at P&G and L’Oréal. He then put the two together (after an apprenticeship with the ground-breaking Semiotic Solutions) to create Practical Semiotics in 2005.

For twenty years and counting Rob has been thinking about culture, communication, words, images, materials and environments for everyone from HM Civil Service to Chupa Chups.

Due to high demand, Rob’s course now runs twice a year, via Zoom and IRL.

Testimonials

“This course was really informative, accessible, and I really appreciated the hands on nature of it which really helped land the learnings. I was pleasantly surprised by how much we accomplished in just one day!”

Bia Bezamat, Associate Director at Kantar
January 2025

“An excellent and insightful introduction into semiotics within a business context.”

John Fielding
23 October 2024

“Entertaining and insightful challenge for conventional ways of thinking .”

Bianca Truhel, Tesco
08 July 2016

“Practical semiotics for use in branding/business.”

Ashley Booth, Bergen Academy of Art & Design
08 July 2016

“An interesting introduction to semiotics which has made me eager to find out more.”

Conor Higgins, BT
08 July 2016