Our brains take in, on average, 40 million pieces of data a second but we are only aware of 40. This means that people are unable to honestly tell market researchers what they are thinking when asked to comment on a brand because only 0.000001 % is consciously known to them.


So, the argument for semiotics is that, although individuals may not be able to tell you why a brand resonates, by looking at and mapping all the magazine outputs, websites, advertising and general behaviours associated with a particular brand, trends can be identified at a society level.


This is a step in the right direction but it is not enough. At the end of the day, this is the semioticians’ expert view of what is happening, and experts can often get it wrong – hypotheses need to be proven and society is now moving too quickly for an ‘auditing’ culture to keep up.


We need live, dynamic measurement tools. We need Meanomathics.