Papers
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MRS Fashion and Beauty Conference, September 2011
From masculinity to masculinities: rethinking how we understand and communicate with men
[ 3.87 MB ]
A paper presented at the Market Research Society conference on beauty and fashion by Stephen Seth and Mariah Hartman of Space Doctors and Sally Loughlin of Procter & Gamble.
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MRS Research Conference 2006
Culture, Communication and Business: The Power of Advanced Semiotics
[ 0.54 MB ]
A paper presented at Research, the MRS Conference in 2006 by Malcolm Evans and Katja Maggio Muller, Senior Manager of Procter & Gamble on The Power of Advanced Semiotics in Business.
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ESOMAR World Congress 2006
Foresight Semiotics - Emerging Patterns in US Hispanic Acculturation
[ 3.87 MB ]
A paper presented by Malcolm Evans and Marina Anderson of P&G at the ESOMAR World Congress in 2006, on developing a new model of the acculturation process in the US Hispanic market.
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South African Marketing Research Association’s 32nd Conference June 2011
“Dare to Care: Put the heart in the art of research”
[ 46.25 MB ]
A paper on Cultural and Semiotic Perspectives of Sustainability presented by Malcolm Evans at SAMRA's 2011 Convention
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ESOMAR 2010
Insight, cultural diversity and revolutionary change: joined up semiotic thinking for developing markets by Malcolm Evans, Space Doctors UK & Hamsini Shivakumar, Leapfrog Strategy Consulting, India
[ 0.57 MB ]
A paper presented at the ESOMAR Convention in Athens 2010 on an Aapplication of semiotics in developing markets and cross-culturally has demonstrated this methodology’s unique ability to help brands engage consumers by responding successfully to cultural diversity, disruption and the speed of change. In the wake of financial and environmental crises, this experience suggests that semiotics will also become an increasingly vital part of effectively joined-up strategic research processes in developed markets and globally. Experienced semioticians and brand strategists from a developed and a developing market assess the terrain and way ahead.
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Malcolm Evans and Greg Rowland discuss the codes employed by the influential Wonderbra campaign of the 1990s.
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A summary of an award winning paper by Malcolm Evans and Michael Harvey of Guinness for Research Magazine. This article explores the Guinness Decoding Kit and its use as an innovative tool in analysing and planning communications in competitor markets.
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Marketing Effectiveness & Agency Accountability
Strategic Brand Consultancy : Adaptation & Accountability
MBA Dissertation Abstract. Fiona McNae, October 2002[ 0.06 MB ]
An article exploring the need for an increased involvement of brand consultancies during an economic downturn as well as the metrics required to measure the effectiveness of their input and their accountability.
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Australian Market Research Society Conference
Semiotics, culture and communications - the common sense of the 21st Century
[ 0.28 MB ]
An in-depth paper written by the co-founder of Space Doctors Malcolm Evans delving deep into the world of Semiotics: what it is and how is it applied.
Tracing semiotic thought Malcolm explains the value that this methodology adds to the study of culture and communications and how it is emerging as imperative to the development of innovative branding and cross/brand positioning.
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International Journal of Market Research
Decoding competitive propositions: a semiotic alternative to traditional advertising research
[ 19.87 MB ]
"Decoding competitive propositions: a semiotic alternative to traditional advertising research” by Michael Harvey of Guinness and Malcolm Evans co-funder of Space Doctors presented at the MRS ‘Research 2001’ conference and winner of the best Paper Award. This 17-page paper traces the origins of the Guinness Decoding tool from the initial research stages to its practical application.
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An article that provides an insight into the changing trends in market research. It examines how semiotics and other techniques are gaining acceptance as research methods for marketers and steadily usurping the traditional focus group approach.
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This article discusses the use of semiotics and its part in inspiring new and innovative packaging design. Through the use of semiotic methodology designers are covering fresh ground and producing inspiring and provocative packaging - semiotics is emerging as an essential component to design and marketing strategy as a result.
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Dr Malcolm Evans looks at the contribution of semiotics in the world of advertising. Malcolm discusses the use of semiotics in provoking forward thinking campaigns, referring to recent developments in the Indian market as a possible place for exciting and creative prospects.
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A review from Guardian listings of the exhibition “What is it that you do?” to which Malcolm Evans contributed.
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Journal of Market Research
The dark side of the onion: Rethinking the meanings of 'rational' and 'emotional' responses
[ 16.58 MB ]
A ground-breaking research paper that explains how two fundamental tenets of semiotic theory can be employed in market research
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CoDesign Journal
Topographers of the Galactic Frontier - CoDesign talk to brothers of invention
[ 21.31 MB ]
An interview with Malcolm Evans and Greg Rowland that looks at how the use of semiotics informs the work of designers and advert