Cultural insights at scale

Quant Semiotics mines insights from massive amounts of web and social content that no human lifetime will be long enough (or dull enough) to read though.

Quant Semiotics

When the word-count gets really big in massive web and social media datasets, words stop behaving like words and we have to begin treating them like numbers. This is when Quant Semiotics comes into its own, hence the name.

Quant Semiotics is a great tool for finding insights within huge amounts of web or social content that no human lifetime will be long enough (or dull enough) to read though. It uses Natural Language Processing and Network Analysis techniques to reveal cultural insights at scale that simply aren't accessible to conventional methods of qualitative interpretation or statistical data analysis.

Trend forecasting in MR

In the spirit of eating our own dog food we thought it would be fun to use Quant Semiotics to study our own sector - the Media & Market Research industry. We analysed 29,000 news articles covering a 17 year period to map the evolution of new innovations and trends in this market.

Quant semiotics & anti-ageing

Quant Semiotics helped a new health brand understand the hopes, fears and desires at play within the anti-ageing skincare market. This came to life through an activation framework based on 5 key market segments, each characterised by specific customer need states and aspirations.

Trend forecasting metrics

Quant Semiotics uses three network topology metrics to identify repeating network patterns within large volumes of web and social data to forecast real-world innovation trends. The metrics are called Keyword Connectivity, Strategic Significance and Concept Centrality.

What is Quant Semiotics?

Quant Semiotics is a data analysis and segmentation methodology that combines Natural Language Processing and Complex Network Analysis to segment a wide range of quantitative and natural language datasets. It leans heavily on a branch of Information Theory called Complex Systems Science that analyses bodies of text as networks of interconnected elements.

Mark Uttley
Group Strategy Director, AKQA, San Francisco, US

"Colourtext always take a fresh approach to discovering hidden patterns in data. Whether you want to conduct segmentation or mine your CRM for deep insights, they will help you see your customers , and what they are seeing , in new ways."

Joaquim Bretcha
International Director of Netquest and President of ESOMAR, Barcelona, Catalonia, Spain

"Colourtext and Netquest have partnered on different occasions to showcase the power of the digital behavioural data extracted from Netquest’s consumer panel. Colourtext has not only the expertise of dealing with big datasets but also has brilliant creativity to make the most sense out of them. Working with Colourtext is a rich, agreeable and easy going experience"

Mark Barber MBE
Planning Director, RadioCentre, London, UK

"More than a decade of success for Radiog auge across the world is a testament to Colourtext’s experience and perseverance. There are many obstacles to creating a global currency for measuring radio advertising effectiveness - Colourtext has managed to tackle all of them."

"It’s rare to find research companies that really understand the unique radio / listener relationship and what makes radio advertising work. With experience of researching the medium on both sides of the fence, Colourtext is one of those rare companies."

Simone Lawrence
Director of Insights, Canadian Broadcast Sales, Toronto, Canada

Colourtext has an agile approach to research that ensures a successful outcome to every challenge CBS gives them. The depth of experience and understanding the Colourtext team brings to each study demonstrates their value in the audio space. We have a very positive nine year working relationship behind us that has created significant value for CBS and our clients. We remain committed to working with Colourtext in the coming years.

Jon Puleston
Vice President of Innovation, Kantar Profiles, London, UK

It's rare to find a partner with the mix of analytical, technological and creative skills offered by Colourtext. Jason and his team seem to roam around freely in data, find the stories that matter and bring a distinctive aesthetic vision to the presentation of information.