Signoi Debuts Social Media Image Analysis

UK-based insight and foresight platform Signoi has launched a set of AI-driven quant semiotic methods called Imagysis, to analyse images on social media and understand what people are posting about a brand or category.

Launched in 2018 by a team which includes Truth Consulting founder Andy Dexter, Signoi's platform helps to 'decode' unstructured data and derive both its implicit and explicit meaning. The new Imagysis approach can be used to map, measure, analyse and compare visual language and comments on social media platforms, particularly on Instagram. Within a specific category, the method analyses the visual language in user-generated content on Instagram, to decide what it means for a brand's positioning, while identifying new semiotic opportunities. From hashtags, the method can be used to understand how people are contextualising a brand within their everyday lives.

Imagysis can deal with tens of thousands of images, delivering clusters of meaning, and highlight a 'manageable number' of core themes within that imagery. Archetype analysis then demonstrates what the imagery is conveying in terms of characteristics and human motivations; and territory maps highlight how themes relate to each other within a category, and how brands position within this.

Dexter explains 'Over the last year or so, we've noticed that an increasing number of clients are coming to Signoi with a need for a fast and reliable way to decode what's going on in terms of visual language and how it may or may not speak to their brand. Equally, we have seen growth in wide-concept briefs such as 'what's the visual discourse in health', or 'how are concepts like courage expressed on Instagram'. That's why we're excited to have developed a new set of AI-driven quantitative semiotic methods for this hard-to-analyse category of stimulus'.

Web site: www.signoi.com .