Semiotics is the study of meaning-making, and includes amongst others the study of signs and sign processes, symbolism and communication. Beyond Research uses semiotic analysis as a add on to deepen the insight gathered during interviews and focus groups and to reveal things that the traditional qualitative methods are not able to explain. What is the hidden symbolism? How do the results compare to your competitors? And what might be added or removed to make the semiotic impression more align with your goals.