The new business aims to bridge the gap between human science and the exponential expansion of large-scale unstructured data.

The platform uses neural networks, machine learning methods and advanced automated analytics. It runs on proprietary analytical modules and algorithms and uses semiotics, psychology and ethnography to decode and quantify meaning.

Andy Dexter (pictured), co-founder of the business, said: “The guiding principle behind Signoi is to reveal implicit meanings, cultural energies, attitudes and feelings rather than finding things you need to tell it to look for. It uncovers natural structures and narratives within unstructured data, whether text or imagery or a combination of both. Our vision is towards revelation rather than search.”

The company said Signoi can handle paid, owned and earned data sources including voice of the customer data, market research, NPS comments, branding and communications collateral, advertising, social media, cultural material, customer reviews, online communities, emails, news and websites.

The Signoi executive team includes Dr Louise Beaumont, chair; Andrew Jeavons, veteran of the software and data science industry; and Tim Spencer, semiotician and cultural strategist, along with advisor Stephen Cribbett, founder of research software firm Further.

In the new year, Signoi will launch a subscription service, Cultural Weather, an automated analysis and trajectory mapping of the large-scale cultural shifts that affect brands and consumers.