Episode 16: Semiotics and the hidden language of culture with Nick Gadsby

In this episode of Pebble Presents, I chat with Nick Gadsby, Commercial Semiotician, Anthropologist, and Founder, about semiotics: a research methodology that most American marketers don’t understand, and might be missing out on. Unlike traditional research methods that focus on what people say, think or do, semiotics examines the signs, symbols, and cultural codes that influence how people make sense of the world around them. We'll talk about what semiotics is, why it matters for business strategy, and Nick will share practical, real-world examples of semiotics in action, talking about how the post-binary cultural shift connects to today’s fragmented media landscape. NOTICE: There are visual slides shared in this episode - please visit Pebble Presents on YouTube to viewEmelia Rallapalli is the founder of Pebble – a brand strategy and marketing research consultancy. With decades of experience in global brand planning, strategy, and research, Pebble has helped shape businesses of all kinds, from ambitious start-ups to global Fortune 100 companies. With an academic background in Anthropology (for which he has a PhD from UCL), Nick Gadsby is a Commercial Semiotician and Anthropologist, founder of The Answer - his cultural insight company, which provides cultural analysis for clients across numerous categories from finance to fmcg. Welcome to Pebble Presents.- - - - - - - - -Like the episode? Please share with colleagues and friends! Find us on Apple Podcasts and Spotify to rate/review/subscribe to the show.Want more? Visit PebbleStrategy.com. You can also find us on LinkedIn (https://www.linkedin.com/company/pebble-strategy/) and Instagram(https://www.instagram.com/pebblestrategy/).Thanks for listening and joining the conversation!ReferencesNick Gadsby on LinkedIn: https://www.linkedin.com/in/nickgadsbytheanswer/Website: https://www.theanswerinsight.com/Find Pebble Presents on YouTubeWired For Culture - by Mark Pagel (referenced) - https://bookshop.org/a/124174/9780393344202The Blank Slate - by Steven Pinker (referenced) - https://bookshop.org/a/124174/9780142003343Thinking, Fast and Slow - by Daniel Kahneman - https://bookshop.org/a/124174/9780606275644Show Notes 0:27 - Emelia introduces Nick and the episode's focus2:27 - Nick explains how he ended up in the field of semiotics6:29 - Nick defines and discusses semiotics and why business leaders should care about it10:32 - Nick walks us through how semiotics works as it relates to culture21:42 - Nick discusses what decisions semiotics helps clients make, sharing B2C and B2B examples39:45 - Nick explains the shift from binary to post-binary thinking, and how that can help marketers50:18 - Nick discusses the need for semiotic analysis to be specific to its regional cultures53:46 - Nick describes the connection between semiotics and system 1 thinking1:01:54 - Emelia wraps up the episodeEpisode CreditsExecutive Produced & Hosted by Emelia RallapalliProduced by Stephanie Watanabe Edited and Post Produced by Erin ZimmermanArtwork and design by Liisa Turan-Walters