To deeply understand people’s behaviours and to get Actionable Customer Insights it’s becoming more and more important going beyond Observations and Information. We are not studying a sole reality but many. That’s why Cultural Studies are so relevant, in a rapidly changing scenario. Brands are Cultural Artefacts; they don’t exist outside a Culture. We will see a multi-way methodology for Qualitative Research, through actual case studies that reflect how Brands can tap into Popular Culture, how they can connect with different lifestyles, how they can understand cultural motivations behind rationalities (Deep Insights) and how they can communicate to new generations. We will answer the question: Why Cultural Mapping allows us to Think Outside the Box. This presentation forms part of the online Festival of NewMR webinar series. Presented by Stefania Gogna, & Nicolò De Carolis - both independent semioticians, and consultants.

1. Why are customers saying one thing
and then doing something else?
The Festival of NewMR, March 2020
Nicolò De CarolisStefania Gogna

2. Sponsors
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The Festival of NewMR, March 2020

3. ARE CUSTOMERS SAYING ONE THING
AND THEN DOING SOMETHING ELSE?
WHYStefania Gogna
Semiotician / Brand Strategist
Italy - Milan
www.stefaniagogna.com
info@stefaniagogna.com
Nicolò De Carolis
Digital Strategist / Semiotician
Italy – Milan
decarolis.nicolo@gmail.com

4. SOCIETY || CULTURE
SOCIETY
CULTURE
CULTURE
CULTURE
CULTURE
Residual Culture
Dominant Culture
Moving to…
Emergent Culture

5. CHOICES
THAT CONFLICT
WITH THE
PREVAILING
CULTURE CAN
BE BOUND
TO FAIL
Sometimes we don't see
CHANGE
until it's past the point
where it is possible
TO CHANGE.

6. 2014 2020

7. Teen agers’ Idols
in the UK
TOP UK INFLUENCERS

8. *Clustering – Reinert’s Method
Dendogram DHC
(Descending Hierarchical
Classification).
It is aimed at obtaining clusters each of
whom with similar vocabulary within, but
different from other clusters.
CLUSTERING*
THE MAIN
THEMES

9. *Clustering – Reinert’s Method
Dendogram DHC
(Descending Hierarchical Classification).
Each cluster is a “world”,
a cognitive-perceptive framework.
34,8 34,2 31
CLUSTERING*
THE MOST
SIGNIFICANT
WORDS

10. MAPPING
THEMES*
CL3
*gen-mas
*age_15
CL2
*gen-fem
*age_16
CL1
*age_17
1. Self-
Entrepreneurial.
(Make a living).
Look after
yourself.
3. Trust No One.
Be Heard.
2. Constructing
an Identity.
Be Seen.
*Clustering – Reinert’s Method.
Based on the chosen clusters,
the software calculates and
provides the most significant
position of each cluster, giving
context to them.

11. HOW
NARRATIVE
DEVELOPS
In contrast to early online applications, which
were seen as refuges from real life,10 today’s
online environments reflect, complement, and
reinforce off-line relationships, practices, and
processes
1. INSTAGRAM IS CENTRAL
AS A WAY TO:
DEVELOPING AN IDENTITY
CREATING AN IDEAL SELF
GETTING SOCIAL APPROVAL
(INCLUSION)
HAVING A PERSONAL
‘AUDIENCE’
2. SELF DISCLOSURE
IMPRESSION MANAGEMENT
SOCIAL COMPARISON
SHOWING COMPETENCES
REINFORCING RELATIONSHIPS
*Similarity analysis allows to identify the words relations, providing information on the words
connectivity thus helping identify the structure of the discourse.

12. We have helped
Instagram become its
own multibillion dollar
economy, the influencer
industry where people
become brands and
where brands reach
people through other
people, fuelled by our
attempts to solve the
great mystery of how
one looks in the eyes of
another.
I ‘d had an online
audience for 6 years!
Posts on my public
account were mostly
from my personal life.
It’s incongruous with my
authentic self who
simply wanted to make
things and connect with
people. It’s all about
receiving praise for
being myself.
Connecting
Express Explore
I think I am a writer and
an actor and an artist
but I haven’t believed
the purity of my own
intentions ever since I
became my own
salesperson too. By the
time I had Instagram I
was already used to
watching myself
multiply.
I’m still an advanced
child rather than an
average adult. Over the
years the blog
established a small but
robust following, robust
enough that studio
canal’s marketing
department felt it was
worth quoting from my
post about Roman
Polanski’s rape
conviction on the poster
for his film carnage.
Leadership

13. Same Brand in different countries
We are aware of our role in local communities, we are committed
and we are “good neighbors” because, whatever we do and
wherever we carry out our activities, we want to have a positive
impact on people and the planet.
- ikea.com

14. Ikea Indiamakes everyday brighter
Everyday life at home becomes brighter when you look at your home differently.

15. Change your point of view, India!
@ikea.india
Times are changing in India, and how Indians are living in their
homes has to change too. And it is changing.
Our life at home can become brighter when we look at our houses
differently, and furnishing can help us find new solutions and new
ways to live our daily spaces.
Ikea can do this.

16. Space for every human kind (personas)
Artists:
One reason why we got to love drawers is
that they hide all our secrets, in all shapes
and forms. Clothes? Store them in.
Accessories? There’s space for that too.
Stationery? They’ll fit in as well.
Mom:
Dream of your child's room to look this
neat? Swipe to know the answer. Hide the
mess and let your child easily slide out
and carry the boxes. Want to make it
more interesting? Just label them so no
toy ever goes missing. Now that sounds
fun. For everyone. #HideDontSeek
#MakeEverydayBrighter #IKEAIndia
Gamer:
Untangled wires. Games in an order. No
missing pen-drive. It’s a gamer's paradise
with the 6 shelf HELMER drawer unit. It’s
time to up your storage game. Visit IKEA
Hyderabad store or shop online in
Mumbai and Hyderabad. #HideDontSeek
#MakeEverydayBrighter #IKEAIndia
@ikea.india
The-day-after-chair:
We all have that one chair for clothes that
are not too dirty and can be worn again.
It’s time to replace ‘the chair’ with a
clothes rack, that sorts out your wardrobe
and makes morning decisions easier.
#MakeEverydayBrighter #IKEAIndia
Photographer:
With a new beginning, keep your favourite
old memories close. From photographs,
letters, notes and art pieces - there’s a
place for all of them at home.
#MakeEverydayBrighter #IKEAIndia

17. Product design for human matters
@ikea.india
Each of us has different needs and daily problems to solve.
Ikea products are designed to give concrete and effective answers
for those who choose them.
Seeking peace of mind? Organize.
Find everything you want, right when you need it.
Dream of your child's room to look this neat?
Missing your favorite shade of lipstick?
They are a way to discover new spaces and solutions in domestic
environments that the consumer has always known.
The Ikea target is looking for organization, pragmatic solutions to
everyday problems and pleasant experiences.
Homes and furniture have to be lived by people. Ikea solutions are
designed to be lived together.

18. Ikea Home Stories 1/2
@ikea.india
Ikea India has created an Instagram TV format called “Ikea Home Stories”, similar to
“Extreme makeover home edition”.
Ikea experts meet Indian families, learn about their issues in terms of home living,
and then they will solve those issues with Ikea solutions, to change their space
management, and to make their days brighter.

19. Ikea Home Stories 2/2
Thanks to this kind of communication, Ikea shows itself
as an ally to the consumer trying to solve space
organization problems with furnishing solutions.
Time, passions, moments are yours, and what is yours,
is unique. Ikea is an enabler of a relaxing experience
and a well-organized daily routine.
@ikea.india

20. Creative intelligence
@ikea.india
13 Tot.
5 Med.
Distance
AVG !
Human
presence!
format mix
12 Close-up
26 No
Yes 4
8 Single image
1 Video
9 Multi-
image
Our AI Supported methodology allowed us to discover also trends and
patterns in the @ikea.india communication strategy:
Ikea India often chooses to play with 2 kinds of frames (TOT. to
present the environment and close-up to reveal little secrets).
Furniture is the most common subject of the Ikea India content
production. Human presence is registered only in 4 media (video/
images), and they are always together.
Ikea often chooses a multi-image format showing the overall solution
in the first photo of the gallery, and sharing a little secret with the
user in the second one.
It seems to tell him to come closer…
Little satured
color AVG
0%
100%
15%
50%
Bright color AVG
*makes everyday brighter
0%
100%
60%
50%
Our Image recognition base
analysis tags the corpus using
these keywords.
20/28 contents
present a dominant
hot hue30% 16%
Cold hue
Hot hue
70%
24%

21. Ikea Germany
Deutschland macht den alltag heller
makes everyday brighter
Inspire people by giving them a kind of aesthetic regulation.

22. Inspiring solutions
@ikeadeutschland
Ruhezone im Kinderzimmer. #EKORRE
#meinIKEA
#ikea #kinderzimmerideen #kinderzimmer
#stauraum #kinderzimmerdeko
Quiet zone in the children's room.
#EKORRE #meinIKEA
#ikea #kinderzimmerideen #kinderzimmer
#stauraum #kinderzimmerdeko
Maritime Vasensammlung.
#GODTAGBAR #meinIKEA
#ikea #dekoliebe #classicblue
#inspiremeinterior
Maritime vase collection. #GODTAGBAR
#meinIKEA
#ikea #dekoliebe #classicblue
#inspiremeinterior
Auf unserer Bilderleiste aus Metall
machen Pflanzen auch eine gute Figur.
#MALMBÄCK #meinIKEA
#ikea #dekoliebe #interiorinspo
Plants also look good on our metal picture
bar. # MALMBÄCK #meinIKEA
#ikea #dekoliebe #interiorinspo
Die Lieblingsstücke immer im Blick.
#HEMNES #meinIKEA
#ikea #hemnesliebe #stauraumideen
#dekoliebe
The favorite pieces always in view.
#HEMNES #meinIKEA
#ikea #hemnesliebe #stauraumideen
#dekoliebe

23. Descriptive micro-copy are like paintings
@ikeadeutschland
Ikea wants to propose to its German target aesthetic solutions,
combinations and patterns that the target can adopt into their
homes.
Ikea uses combined visuals and texts in order to let the micro-
captions explain the visuals. They are strongly linked together.
Exactly like the caption of a painting in an exhibition.
Erich Heckel Canal in Berlin, 1912

24. #meinIkea
Ikea furnishings provides aesthetic
solutions you probably hadn't thought
of, yet.
They can save space or create it,
even where you do not see it right
now.
The sofa can also stand in the middle of the room. So you
have space behind for a sideboard.
Tomorrow's outfit is behind the mirror. This saves time and
you can stay in bed for a few more minutes in the morning.
Sloping roofs are no problem with our PLATSA storage
system.
Just five more minutes ... We shouldn't think into the boxes. But today we can not avoid
it.
New Year’s Resolution: never look for socks again. With
our order helpers, the drawers remain tidy.
They can also have a kind of
personality or talk on behalf of the
brand to engage the costumer and to
empathize with him.
Using #meinIkea (#MyIkea) the brand
wants to communicate that it provides
solutions that can become yours.
You can do it by choosing and
combining Ikea solutions
@ikeadeutschland

25. Tipps & Tricks
@ikeadeutschland
This idea that Ikea solutions can be yours comes to reality also
thanks to the “Tipps&Tricks” YouTube format. In those videos,
professional Ikea Interior designers give interior design advice and
ideas on how to combine the products, making the most of the
characteristics of each.
On Ikea German official YouTube channel, you will find helpful
and inspiring interior design ideas for your home from our IKEA
interior designers every Tuesday at 3 p.m.

26. #zuhausebei
It’s interesting here that Ikea Germany collaborates with
influencers related to interior design themes, using the hashtag
#zuhausebei (#athomewith).
It asks to other kinds of experts, that are supposed to be reliable
on social media, to give tips and suggestions to its target.
From the semantic point of view, it is interesting that while Ikea
says “My Ikea” (Ikea is yours), it is saying “live your home with
other (interior designers/influencers) that can be on your side
while you are choosing how to decorate your home”.
Your house is yours, but you can count on us and our experts if
you need.
@ikeadeutschland
Create storage space or show decoration? Who says you
can't have both? #zuhausebei @altonastories #IKEAregram
#NORDKISA #meinIKEA
#zuhausebei @ninake76 the #KNIXHULT table lamp
perfectly matches the wall color.
Sleep among flowers. #zuhausebei @minimaschine
#IKEAregram # GJÖRA #meinIKEA

27. Creative intelligence
@ikeadeutschland
12 Tot.
8 Med.
Distance
AVG !
Human
presence!
format mix
7 Close-up
27 No
22 Single image
2 Video
3 Multi-
image
Our AI Supported methodology allowed us to discover also trends and
patterns in the @ikeadeutschland communication strategy:
Ikea Germany often chooses to present the entire environment and
the overall solution. It gives you all the info that you need to
understand the effect of a specific combination of elements.
The pieces of furniture are the sole subject of Ikea Germany’s
content production. The human presence is not registered.
Ikea often choses a single image format in order to show the overall
solution in a unique frame, used to inspire and educate the target
20/28 contents
present a dominant
hot hue
No satured
color AVG
0%
100%
12%
50%
Bright color AVG*
*makes everyday brighter
0%
100%
70%
50%
Our Image recognition base
analysis tags the corpus using
these keywords.
Cold hue
Hot hue
70%
50%20%

28. Same brand, different
communication strategies for
different countries.
Ikea adapts its content strategy to specific country needs and
makes sure that it fits to different cultural contexts. As a result,
Ikea has different brand images in different countries, that are
specifically created based on a specific cultural environment. It
makes it without changing its brand values!

29. Digital Strategist / Semiotician
Italy – Milan
decarolis.nicolo@gmail.com
- Nicolò De Carolis
Semiotician / Brand Strategist
Italy - Milan
www.stefaniagogna.com
info@stefaniagogna.com
- Stefania Gogna
Thank You
Thank you for your attention!

30. Q & A
The Festival of NewMR, March 2020
Ray Poynter Nicolò De CarolisStefania Gogna

31. Sponsors
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