Mainobjective: To gain an understanding of the wider societal and cultural shifts and habits/rituals around the category and to uncover emergent narratives, codes and discourses around confectionary. What are emergent trends related to consumption?
Performance: Actionable insights on consumer discourses and rituals/motivations. A full understanding of what are the emergent attitudes, behaviors and rituals in confectionary consumption.
Semiotics is an approach that emphasizes the personal, social and cultural context of brands. The value of semiotics lies in the deeper interpretation of findings, especially with qualitative and ethnographic research.