ESOMAR workshops almost sold out


Only few seats are still available for marketing researchers who want to attend the two ESOMAR workshops on ethnography and semiotics, according to SAMRA (Southern African Marketing Research Association) chair Elsa Thirion-Venter. The workshops will be presented on 31 May and 1 June in the run-up to the SAMRA conference on 2 and 3 June at the Riverside Lifestyle Resort and Spa on the banks of the Vaal River.

The ethnography workshop will be led by Neil McPhee, MD of Nuance Research and qualitative researcher for the past 34 years, while  Dr Malcolm Evans, semiotics expert and founding partner of Space Doctors in the UK, will present the semiotics workshop.

“We’ve specifically selected these two topics as they are of great relevance and importance in the marketing research industry worldwide, and specifically in South Africa,’ says Thirion-Venter.

Explains Thirion-Venter:  “Ethnography responds to the challenge of truly understanding consumers and their needs by observing them in their natural environments and then turning these consumer encounters into ideas that can transform a brand and product categories. In turn, semiotics, delivers essential insights about the cultural forces that drive consumers’ deep feelings – and how they are communicated through marketing messages. Both workshop topics are therefore most relevant in the current consumer-driven environment. On top of that, they will be presented by world-renowned experts in their fields in so it should be of great value to every delegate.’

This is the first time that an ESOMAR workshop is offered in South Africa, presenting a not-to-be-missed opportunity. ESOMAR workshops are well-known worldwide for excellent content and presenter quality. Founded in 1948, and boasting 4 800 members from 120 countries, leading international research association ESOMAR strives to promote the value of market and opinion research in illuminating real issues and bringing about effective decision-making.

To make workshop bookings, contact Nadia at or Kerry Oliver at


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