We have just returned from the annual Market Research Society annual conference, where we did outstandingly well and have been nominated for three awards.
Rachel Lawes Rebranding Charmin: A case study in semiotics
What the judges said:
'This was an exceptionally well written and well presented paper from an acknowledged Semiotics expert. As well as providing a definitive case study complete with externally validated conclusions, it also represented a test case for the subject that was illuminating for the laymen and expert alike. The use of semiotics as the methodology of choice to successfully rebrand Charmin may not have been many clients' default selection. By illustration, this paper has helped steer semiotics into the mainstream with a definitive and compelling test case.'
See part of Rachel's presentation here:
Best Presenter
Rachel Lawes Rebranding Charmin: A case study in semiotics
What the judges said:
'Rachel is so at ease with her subject matter and her audience, that listening can feel as if we are having a quiet chat in her front room. All credit to her ability to tell her tale with such humanity and, indeed, humour – the central Charmin toilet tissue brand, proved a compliant subject in this regard! Rachel was fascinating and persuasive, in a very clear outline of the important role of semiotics to this central research study. Her affirmative and unswerving delivery made it clear why her client had such (well placed) confidence in her impressive cultural understandings, and the way forward, for the brand.'
Best Workshop
Tom Ewing and Nick Gadsby Nerdtopia!
What the judges said:
'Tom and Nick ran a workshop that was a crash course in introducing the uninitiated to the world of the Nerd. It worked! "Fandom", "Memes", and "The Nerduous Circle" were explained and demonstrated. It was moderated with wit and discipline to provide an enlightening and fun experience.'
