Professional Researcher Certification at the 'Expert' level, from the Marketing Research Association

Professional Researcher Certification 'Expert' Level (MRA)

Thesis was on the recontextualization of classical music as popular music, by way of combining Umberto Eco's theory of 'metasemiotic consumers' with film music theory, musical semiotics, film semiotics, intertextuality theory, postmodernism theory, and cultural studies (essentially, a rebuttal of the framing of 'postmodernism' as a 'problem').

ESOMAR

QRCA

MRIA

Engaging, articulate, passionate, thought-provoking advocate for the role that culture and language (of all kinds) plays in the construction of our daily fabric.

Charles is currently a partner at ABM Research, a 'global boutique' qualitative research house specializing in brands and consumer insights. For the last 12+ years he has been a pioneering advocate for the use of semiotic analysis in market research, having spoken extensively on the subject at conferences, workshops, symposia, and off-sites around the world.

Semiotic analysis is a powerful qualitative tool used to mine insights about consumers, brands, and categories by examining all forms of communication as a sign system that requires 'encoding' and transmission before it can be 'decoded'. It is currently used by an impressive slew of global blue-chip CPG clients to provide a deeper layer of understanding than that offered by more cognitive, consumer-facing research.

Prior to joining ABM Research, Charles completed his PhD in Applied Semiotics and Media Studies at QUT in Australia, and a cum laude Master of Arts in Mass Communications Research from the University of Leicester's CMCR in the UK.

Now at ABM, he is responsible for designing, executing, project managing, and reporting on a wide range of qualitative research initiatives, including focus groups, IDIs, ethnographic observation, and in-home interviewing. 

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Culture and Semiotics

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Semiotic analysis is an academic literary theory co-opted by market research to illuminate the deep cultural codes that consumers use to make sense of everything from tech design elements to television advertising. Dr Leech will explain the principles and application of semiotic analysis and how thinking about ergonomics and human factors in a semiotic way will enrich design with a deeper layer of consumer behavioral insight.

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