Painting 1,000 words – how semiotics is helping Sky send the right messages through promotional artwork

Sky’s approach to segmenting audiences and promoting new programming had long been based primarily on the tech people used, but a new project generated nine new audience segments based on the content people most enjoyed watching.

When broadcaster Sky wanted to better understand its viewers in order to better target them with promotions for programming that they were most likely to love, qual, quant and semiotics were all part of the process.

James Morgan, Research Analytics...