Making Sense with…
"You can think deeply about seemingly silly things, and derive meaning from them belied by their simplicity."
Charles Leech is a qualitative market researcher at ABM Research in Toronto, where he’s helped provide deeper consumer insight to a wide range of global consumer brands for 20 years. His PhD in applied semiotics, from QUT in Brisbane, was a defence of pop culture postmodernism through the lens of recontextualized film music.
"You can think deeply about seemingly silly things, and derive meaning from them belied by their simplicity."
Its very banality made it the perfect distillation of our fight.