How people find meaning in products and brands

Symbolism and ritual

People do not buy and use services simply for functional reasons, or even just for emotional reasons. There is more to people than that. Much of human behaviour comes about because people want to make their daily lives meaningful. So, they look for products and services that give them the sense of meaning they are looking for. 

They do this through rituals and symbolism:

We use qualitative research to explore how people use rituals and symbols. We probably know more about this than any other agency on Australia.  We have looked at:

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Tags: Semiotics, Rituals, Discourse Analysis, Ethnography, Language, Symbolism,