Dr Rachel Lawes is a social psychologist specializing in the interface between individuals and consumer culture. She has supplied brand strategy and consumer insight, using social psychology, semiotics and discourse analysis, to brands in 20 countries, mainly via Lawes Consulting Ltd (established in 2002). Her academic career started with a PhD from Loughborough University’s internationally renowned Discourse and Rhetoric Group and recent academic positions include that of Principal Lecturer in Marketing at Regent’s University London. For more than 10 years she has convened the Advanced Qualitative Methods Masterclass for the Market Research Society in the UK. Her extensive publishing history includes over 40 conference papers at the annual conferences of the Market Research Society, ESOMAR, IIEX, Qual360, the Social Research Association, QRCA (USA), AQR (UK), ASMRS (Australia), Social Intelligence World and many more. Her writing spans marketing industry trade journals, academic publishing in psychology and market research, and journalism. She is the author of some of the most well-known methods papers and case studies in semiotics, including ‘Demystifying semiotics’ (2002), ‘Futurology through semiotics’ (2009) and ‘Rebranding Charmin’ (2011). She is recognized as one of the original founders of British commercial semiotics and is known for her engaging style and ability to make difficult concepts and theory accessible to non-academic audiences. Rachel is a Certified Member of the Market Research Society.