ESOMAR, an international market research organization, hosted the Best Of Shanghai and Best of Hong Kong events to showcase diversity and talent within the market research industry and their membership. Labbrand is an ESOMAR member and has participated in numerous events in the past few years.
Labbrand’s presentation was titled” The Semiotics of Taste”. It explored the use of applied semiotics for innovation in the food and flavor industries, where consumer research traditionally focuses on new concept creation and product development and testing. Drawing on a client case study, Labbrand Director Denise Sabet explained how semiotics can be applied both during the preliminary stage of product and flavour concept creation as well as to prepare probe materials and structure the findings of qualitative consumer research such as focus groups. Although the application and case study were specific to foods and flavors, semiotics can be used as a tool for research and innovation in a variety of industries and across cultural contexts.
Both the Shanghai and Hong Kong events generated a great turnout from market research firms, advertising and branding agencies, and multinational companies sharing a passion for market research and consumer insights in China and abroad.