Semioticians
Leapfrog Strategy Consulting Pvt Ltd released a brand-new syndicated research
this month to understand how the Covid19 pandemic is reshaping people’s
understanding of safety and good health. Third in their series of research reports regarding
the changing Indian mind-set in the pandemic scenario, Leapfrog Strategy
Consulting’s research report is titled ‘The Reshaping of Indian Minds: The New Meaning of
Safety Consciousness in Covid Times’. It is based on 300 hours of analysis of 100+ texts
by professional semioticians.
The Covid19 pandemic has
given new significance to the banal hand wash routine and has brought in words
like social distancing into our vocabulary. Changing ideas and perceptions
about any practice drives consumer behaviour and marketers are always keen to
understand these. Delving into people’s understanding of safety and good
health, semiotics experts are helping brands and marketers decode culture, the
hidden influencer, for the next stage
of brand communication.
By examining texts and visuals from brand campaigns,
decoding advertising campaigns about wellness, health, safety, hygiene etc.
during the pandemic scenario, Leapfrog Strategy Consulting Pvt Ltd has
facilitated a better understanding of what safety meant to us in the pre-Corona
phase, five ways in which COVID19 has reshaped our understanding of infection,
hygiene and signs of good health. The report examines our understanding of
safety with respect to being at home or outside, with respect to time certainty
and uncertainty, and our notions of safety with respect to familiar / family
people as opposed to outside people or unknown people, or even technology
versus people.
This syndicated report by Leapfrog Strategy also
reflects about how the Corona induced economic downturn has shifted our
collective consciousness about financial security, a shift from spending to
saving and investing. In the background of this economic recession, rituals of
cleaning have moved from the banal, routine, act that we performed without
thinking much; a whole new vocabulary – cleaning, sanitising, disinfecting, disposables,
isolation, quarantining are just the beginning. These go to show that the
COVID-era customer is now navigating through these new stances of safety /
hygiene / cleanliness and the new vocabulary that comes with it.; a new normal
in cleanliness and hygiene. Surely, the new post-COVID world consumer has
understood that safety is now complicated and difficult and that s/he needs to
be more careful, meticulous even, about safety. To that effect, this white
paper by Leapfrog Strategy gives rare insights into the Indian consumers
mind. The syndicated report will help
marketers better understand how to address the consumers concern about safety
through visuals and position their brands stronger in their consumers’ minds.
It can help brands adapt, be relevant and effective communication by
identifying the profound drivers that lead consumers in their category.
Semiotics is the study of communication through symbols that can belong both to linguistic
and non-linguistic sign systems'.
In other words, it is the science of searching for deeper meaning and decoding
the underlying ideas behind words,
actions, pictures, and so on'. It looks at what people actually mean when they do
certain things and how can brands take understand and adapt their
communications to appeal to their consumers. Semioticians look at signs and symbols in their cultural context and look at their embedded meaning.
The learnings from semiotics can be factored in while designing campaigns so
that they help create strong associations, or decoding existing campaigns to
understand the notions at play.
Since its inception in 2007, Leapfrog Strategy
Consulting Pvt Ltd has built upon its credentials of providing solid knowledge
of the market to their clients. They are a research-driven organisation based
in Gurugram. Leapfrog Strategy Consulting offers strategies and planning to
brands for understanding and entering new markets. Their cutting-edge expertise
has helped brands leverage on their existing brand equity and helped clients
strengthen and position their brand’s growth within new or existing market
cultures. The team members experience ranges from 5 to 30 years, with the
founder Hamsini Shivakumar’s experience of advertising and consumer insight
from her jobs in the 1980s through the 90s till she founded her specialist
consultancy.
“We offer consultation
and strategies based on data and driven by deep study. While creating the
‘Syndicated Semiotics Study Report: The New Meaning of Safety Consciousness in
Covid Times’ our team has delved deep into consumer behaviour. Research is
incomplete without understanding. Our expertise lies in drawing from various
disciplines of social theory to “join-the-dots” for the readers so that they
can easily interpret the valuable insights and apply them for their brands.
This report is a comprehensive look into the Indian consumer mind and their
ideas of safety and would help any marketer who looks to create messages that
resonate with their consumers,” says Director of Leapfrog Strategy Consulting,
Hamsini Shivakumar.
What
should brands do considering they have continued putting themselves out there
but have not had a chance to analyse what worked for them
and what did not. Or even if they did, they have no accurate way of predicting
what would work in this new normal. This inaccuracy is easily spotted early-on
by consumers and impacts the brand. A cultural insights report and semiotic
analysis go a long way in matching the customer thinking and behaviour.
To incorporate the cultural
changes that have come about due to COVID19, click here - http://www.leapfrogstrategy.com/the-new-meaning-of-safety-consciousness-in-covid-times
To know more and to
create a value map that connects your brand to your clients contact Hamsini
Shivakumar at hamsini@leapfrogstrategy.com
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