EPIC Course
Semiotics: Sensemaking in a Complex World
In this course, you'll learn and apply the techniques of Semiotics for commercial applications across business and brand strategy, innovation, design, communication & activation.Register now for the course starting May 6, 2025
Overview
Semiotics helps us understand culture and people more deeply by revealing how meaning is constructed, shared, and constantly changing. It is especially valuable at a time when generative AI is shifting our experience of images, media, communications, conversations, and our relationships to brands and one another. This course explores semiotic techniques and how we can apply them to AI-powered tools—including cultural analytics—for deeper analysis of multi-modal data.
When we see the world as a ‘sign system’ we become aware of how culture influences everything we see, feel and do; it’s a hidden influencer. By understanding how to master meaning-making we can build more powerful, compelling experiences through the stories we tell and the things we create. Whether we’re identifying future-resilient strategies, developing new concepts, or finding rapid, tactical solutions to everyday challenges, semiotics helps us build more meaning, impact, and relevance into everything we do.
Coursework
The course plays out over 5 sessions. Through tutor-lead presentations, interactive group discussions, and rapid in-session activities, we put learning into a practical context for real world application. Throughout, participants are supported by valuable instructor feedback. Rich case studies will enrich the learning and provide inspiration for participants to work through a specific topic across the course. We’ll apply core theories and frameworks, consider how semiotic thinking amplifies and complements other research disciplines, and explore how semiotics can be used to answer a plethora of questions across innovation, communications, activations, design, creative strategy, user experiences, business and brand strategy, and organizational change!
Whether you’re a client or research professional, prepare never to see the world the same way again!
What You Will Learn
- An introduction to foundational ideas in semiotic theory
- How to effectively apply semiotics and cultural insight to different commercial challenges
- How to put the core models to work, including the semiotic square, codes, and the residual-dominant-emergent framework
- How to integrate critical cultural thinking with AI and AI powered cultural analytics
- How to develop culturally relevant and sensitive strategies across markets and geographies
Session 1
What is Semiotics & Cultural Insight?
After a round of introductions, the course instructors will discuss what semiotics is and where it came from, giving course participants some fundamental theoretical foundations. Then, participants will do a live decoding interactive activity and get an introduction to decoding and codes.
Session 2
Delving deeper into the practical application of Semiotics and Cultural Insight
This session will explore the power of the semiotic map followed by an introduction to the notion of Residual, Dominant and Emergent. Participants will examine real life applications and uses of this framework through case studies.
Session 3
Tutored small group session
In this session, participants will dive into an applied case study activity and have the opportunity for in-depth Q&A and coaching.
Session 4
The New Frontiers of Semiotics
Participants will continue to delve into real life applications and uses of core semiotic theories and frameworks. The instructors will move on to a more advanced exploration of how semiotics and cultural insight is being put to work in emerging areas and what benefits are opening up to practitioners.
Session 5
Cultural Analytics & AI
In the last session, the instructors will share the philosophy around data sets, sources of “truth”, the kinds of things we can measure, and how to find emergent signals. There will also be a final Q&A session.
How You Will Learn
- Live instruction sessions
- Independent work (reading, exercises, field activities)
- Small-group work & coaching
- Hands-on practice in co-creating analysis, outputs, and solutions
This online course was specially designed by Space Doctors for EPIC to provide active, live engagement with a small group of participants and an expert instructor. It offers meaningful, relevant learning and connects you to an important network of people and resources. We use familiar platforms and co-working tools that are accessible from your browser.
Each live session will include a lively online presentation, facilitated discussion, and activities. In addition to the live sessions, participants will do independent reading and exercises, work in smaller groups, and go out in their communities to put the learnings from the course into practice. Course instructors will review the work of participants, offering valuable tutoring and feedback. To get the full benefit of the course, it is important to engage actively in the group and case study work.
Who Will Benefit from This Course
The Semiotics course is designed for early career ethnographers or researchers at any career-stage who have not had much engagement with semiotics; agency planners; and other applied researchers with a social science or design research background in roles such as
- Marketing
- Market research
- Insight research
- Design research
- Experience & product design
- Brand manager/strategist
- Agency planners
- Communications professionals
In previous editions of the course, client-side research professionals have also benefited hugely from participating.
Bibliography
Instructors draw from the following body of work. This is not a reading list for the course; reading assignments consist of suggested articles that will be distributed directly to participants.
Semiotics, the Basics, Daniel Chandler
Introducing Semiotics, Paul Cobley & Lisa Jansz
Mythologies, Roland Barthes
Ways of Seeing, John Berger
The Language of Things, Deyan Sudjic
Of Cigarettes, High Heels, and Other Interesting Things, Marcel Danesi
The Name of the Rose / Apocalypse Postponed, Umberto Eco
Decoding Advertising, Judith Williamson
Culturematic, Grant McCracken
Semiotics, Marketing and Communication: Beneath the Signs, the Strategies, Jean-Marie Floch
Objects of Affection, Krishna Udayasankar
Seeing is Believing, Arthur Berger
Schedule
Upcoming Course Schedule:
- Tuesday, May 6, 8–10:00 am US Pacific / 4–6:00 pm UK
- No Session Tuesday, May 13
- Tuesday, May 20, 8–10:00 am US Pacific / 4–6:00 pm UK
- No Session Tuesday, May 27
- Tuesday, June 3, 8–10:00 am US Pacific / 4–6:00 pm UK
- No Session Tuesday, June 10
- Tuesday, June 17, 8–10:00 am US Pacific / 4–6:00 pm UK
- No Session Tuesday, June 24
- Tuesday, July 1, 8–10:00 am US Pacific / 4–6:00 pm UK
Reviews
“Can’t recommend this enough. We do a lot with semiotic and cultural analysis in our team, and no better way to align on frameworks, method, and language than taking a course together, working through examples, and getting hands-on. We did this one recently with our whole team and it was excellent. Valuable as a refresher for those experienced and also for introducing researchers coming from diverse theoretical backgrounds.”
—Michael Thomas, Design Research Director, Ford Motor Company
“The course really met my expectations—it’s one of the best courses that I have done in my career so far.”
—Caroline Brierley, Design Project Leader, Unilever
“I’m thrilled to now have a structured means of analysis where before I had no such tool. Not only that, Cato and James gave great background on the field that helped me understand more of the landscape and provided multiple case studies that brought their teachings to life—not to mention setting aside plenty of time for us to participate and build our semiotic muscles. That’s been critical to my confidence in this area now that the course has ended.”
—Paige Arthur, Senior Language Strategist, Maslansky + Partners
Instructors
Cato Hunt has spent nearly 20 years helping clients grow their brands by understanding semiotically powered cultural meaning. As Director of Innovation at Space Doctors, Cato leads the way in exploring and developing new ways in which we can understand, create and measure meaning, by drawing from a wide range of disciplines—from the cognitive and behavioural sciences to design theory, anthropology and experience design.
James Woodhead has worked in the brand strategy and capability development space for 15 years helping teams working in agency and client-side organizations be as effective as they can possibly be. James is also one of Space Doctors’ expert facilitators, able to guide a team towards uncovering new knowledge and skills; landing great solutions and developing their semiotic and cultural analysis capabilities in the process.
FAQ
Who can enroll in EPIC Courses?
Everyone is welcome to enroll. EPIC Members receive a $150 discount and additional benefits including free access to the annual EPIC conference livestream and EPIC Learning Week. If you’re not already a member, we hope you’ll join or renew before registering for the course.
What is your cancellation policy?
A full refund, less a $50 cancellation fee, can be requested up to three weeks before the first day of the course OR until the course is sold out, whichever comes first. To request a refund, contact: courses@epicpeople.org
What is an Open Badge?
The badge you’ll receive when you complete an EPIC Course is a verifiable record of the skills and expertise you’ve gained. Our badges are based on the Open Badges accreditation system: “Each Open Badge is associated with an image and information about the badge, its recipient, the issuer, and any supporting evidence. All this information may be packaged within a badge image file that can be displayed via online CVs and social networks.”
Can teams enroll together?
Yes, teams can enroll in courses together if there is space. There is no group discount. If you’re interested in a customized course or training for your team, contact: courses@epicpeople.org
Instructors:
Cato Hunt, Space Doctors
James Woodhead, Space Doctors
Upcoming Course Dates:
May 6–July 1, 2025
Capacity:
20 participants
“This course was really good value for the money. Space Doctors provided a meaningful frame, process, tools, and the confidence to offer a ‘semiotic lens’ to our work. It was a great experience as an EPIC member. Space Doctors were very generous and let everyone under the tent.”
—Meg Kinney, Partner, Bad Babysitter
Pricing & Registration
Course Only
- Participate in all course sessions
- Access materials and resources during and after the course
- Engage and network with other course participants
A free EPIC account is required to register and access the course.
EPIC Membership
An annual subscription of $150/year gives you access to year-round events, online resources, and additional benefits including:
- $150 off all course, tutorial, and in-person conference registrations
- The annual EPIC conference livestream
- EPIC Learning Week
Course + Membership
If you’re not yet a member, join any time prior to registering for the course to receive the member pricing below and member benefits.
Course pricing is based on your membership status at the time of registration.
Course Pricing
Member Pricing
| Regular Price* | US$750 |
| Self-Pay Price** | US$550 |
Non-Member Pricing
| Regular Price* | US$900 |
| Self-Pay Price** | US$700 |
Pricing Details
All prices are in USD.
EPIC is a 501(c)3 nonprofit organization powered by members and volunteers. Please choose the rate that applies to you and get in touch have any questions: courses@epicpeople.org
*Regular Price: Choose this price if your fees will be paid or reimbursed, in whole or in part, by your organization or other funding agency.
**Self-Pay Price: Choose this price if your fees will not be paid or reimbursed, in whole or in part, by your organization or other funding agency.
Pricing is based on your membership status at the time of registration. If you become an EPIC Member after registering at the non-member rate, you will not receive a refund for the difference in price.
Financial Inclusion
Occasionally, partial scholarships are available for individuals who face financial barriers to participation and whose course fees will not be paid or reimbursed, in whole or in part, by your organization or other funding agency. We welcome discount requests for course registration or for an EPIC Membership.
Discounts are prioritized for individuals who face financial barriers and live and earn in countries where purchasing power parity is low compared with the United States, and especially in the Global South. Please complete this form to request a partial scholarship.