The Story of Thai Beauty

Jan 10 2018

In a recent cross-cultural survey, TapestryWorks talked to more than 1,200 women across four countries and, in this article, we focus on Thai women and their feelings about beauty. Read more »

No responses yet

Morning Lift or Nighttime Gift: Indonesian Beauty Advertising

Dec 19 2017

Earlier this year, TapestryWorks collaborated with ABN Impact in Jakarta, to uncover the emotional journey of women’s beauty routines (read more here). As part of this work and client event, we also looked at women’s reactions to examples of advertising from beauty brands including Garnier, Wardah, L’Oreal and Sari Ayu, covering a range of International and local brands.

As with the diary work, we used StoryWorks Visual Think cards to capture the emotions associated with each advert and also the talent appearing in each execution using ABN Impact’s ‘Jakarta Beauty’ online community members. Read more »

No responses yet

The culture of Christmas

Nov 30 2017

Sinterklaas from Wikipedia "Santa Claus"

“At Christmas play and make good cheer, For Christmas comes but once a year” (Thomas Tusser)

Although winter celebrations had been a part of people’s lives for millennia (at least in the Northern Hemisphere where it marked the turning of the year), many of the traditions of modern Christmas were inspired by two literary works.  C.S. Lewis wrote in 1957 that there were three versions of Christmas: religious festival, merry holiday and commercial racket, and while the first two go back long before modern times, the last can definitely be blamed on these two works. Read more »

No responses yet

Does Size Really Matter? Emotion, Culture and the World of Small Data

Nov 29 2017

“Forget artificial intelligence – in the brave new world of big data, it’s artificial idiocy we should be looking out for.” (Tom Chatfield)

Rather than focusing on artificial idiocy, let’s think about how we can be naturally intelligent in our use of any size of data to be better marketers. While data is a powerful tool to provide evidence for better decision-making, too often it misses the human empathy, cultural perspective and creative thinking that make us wiser. Read more »

No responses yet

Positive, Sincere and Natural: Indonesia Beauty Buying Patterns

Nov 09 2017

There are several myths I have heard about Indonesian beauty, mostly from outside Indonesia (and often from outside Asia). The first myth is that Indonesia is not an important market for beauty products, and that women are less engaged with beauty than in other countries. The second myth is that confidence is a key goal of female beauty, a myth that is perpetrated around the world and not just in Indonesia. And the third myth is that creating a successful beauty brand in Indonesia is all about being halal. Read more »

No responses yet

Why visual research approaches are more insightful than words

Oct 31 2017

The standard model of market research has relied on language as the main medium for understanding behaviour for more than 100 years. Recent discoveries in psychology and behavioural economics suggest that behaviour is driven more by emotions than reason, so is language still the best medium for communication in marketing and research?

TapestryWorks recently undertook research-on-research to understand the impact of different stimuli, verbal and visual, on human responses to the same set questions (read more here). Our focus was on the motivations underlying women’s perceptions of beauty, and we ran the same study across four different countries: Australia, Indonesia, Thailand and the UK. Read more »

No responses yet

Using pictures to measure emotions and cultural values

Oct 23 2017

Global brands are facing more and more competition from local brands, even as they spend more on their marketing efforts and create greater efficiencies in their supply chains. While local brands have many advantages from being on the ground in their markets, perhaps their biggest advantage is their local cultural capital. Read more »

No responses yet

Good and Bad Surprises

Sep 29 2017

When Darwin published The Expression of the Emotions in Man and Animals in 1872, surprise was one of six basic emotions that he highlighted along with fear, anger, happiness, sadness and disgust. Read more »

No responses yet

Emotional concepts need cultural context

Sep 01 2017

TapestryWorks have long used visual stimuli to capture the motivations and emotions associated with customer jobs, categories, brands and executions, and in a recent self-funded study we looked at the role of context, and specifically cultural context, in shaping the feelings of women about beauty. Read more »

No responses yet

Emotions are constructed just like our experience of the world

Aug 31 2017

The latest science of the brain and emotions is rather disconcerting until you sit and think about it. What Lisa Feldman Barrett says about the working of our emotions is almost exactly the same story that I tell about perception in Brand esSense. Given the links between experience and emotions, her story makes complete sense. And she has plenty of evidence from a wide range of sources to back up her arguments. Read more »

No responses yet

Older »