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

Nov 29 2017 Published by neilgains under emotion

“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 »

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Positive, Sincere and Natural: Indonesia Beauty Buying Patterns

Nov 09 2017 Published by neilgains under brand essense

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 »

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Is Boredom a good thing?

Jul 28 2017 Published by neilgains under emotion

Even though the modern world is full of constant demands on our attention and an ever-increasing choice of on-demand food and drink, media and experiences, boredom is still a common and arguably important part of our lives. In one U.K. survey, the average person claimed to suffer from boredom for 6 hours per week, which would add up to 2 or more years of an average lifespan. Read more »

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5 Ways Brand Stories Connect

Mar 31 2017 Published by neilgains under storytelling

We all understand the impact of stories in our lives, and increasingly businesses are taking storytelling more seriously as a skill to develop and nurture (I’ve recently run a Storytelling training program for one such business in China and have another public course running in May). But what is it about story that connects so powerfully with us, and how does the psychology of story mirror the psychology of brand choice? Here are five ways that stories tap into universal human behaviours.

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Will 2017 be a Greener Year?

Dec 12 2016 Published by neilgains under Asia trends

Pantone have just announced their colour of the year, and it’s a “refreshing and vitalising” shade called Greenery (otherwise known as Pantone 15-0343), which they describe as “symbolic of new beginnings”. The colour is strongly associated with spring and is a shade of green that incorporates yellow to give a “fresh and zesty” feel that suits spring as a time to “revive, restore and renew”.

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The rise of modern Muslim values

Nov 23 2016 Published by neilgains under book review

There has never been a better time to improve our understanding of Islamic traditions and Muslim values. Ignoring the current political climate in the US and elsewhere, the more important and long-term trend to know is the projection by PewResearchCenter that the number of Muslims in the world will increase from 1.6 billion in 2010 to an estimated 2.76 billion in 2050. The book Generation M could not be more timely. Read more »

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Picturing Emotions in Research

Jun 07 2016 Published by neilgains under emotion

TapestryWorks has been using Visual Think Cards® for several years now to capture human goals and the emotions and contexts that are associated with them. For most branding applications, these work very well to elicit the balance of positive and negative sentiment associated with a category, brand or experience.

However, sometimes we need to dig deeper into emotions, especially when the topic is more serious and with darker feelings. On these occasions, we have often used a model of human emotions based on evolutionary biology and psychology (read more here and here about Robert Plutchik’s wheel of emotions).

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The Culture of Childhood: Understanding children’s goals

May 30 2016 Published by neilgains under insight

It’s an old Hollywood myth to “never work with animals of children”, and while TapestryWorks have avoided the former so far, we have often been involved in research with children. Of course, children are usually a little less articulate than adults, but are also usually very clear on what they like and don’t like.

Therefore, a good approach to research with children is to provide stimuli for them to react to. Over the past year, we have been developing a set of stimuli specifically for children, based around our StoryWorks motivational model. Read more »

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The esSense of Brand Extensions

Apr 15 2016 Published by neilgains under brand essense

What should marketers know about brand extensions, and the role of their brand meaning in shaping their decisions about how far they can stretch their brand? We all know about the many failures of brand extensions, so how do you avoid them?

The key is always to understand the esSense of your brand and what it means to customers. Successful brand extensions are able to leverage a brand’s esSense, while many unsuccessful brand extensions simply don’t fit with what the consumer already knows about your brand. Read more »

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Are Most Insights Obvious? And what does that mean for market research?

Apr 14 2016 Published by neilgains under insight

Stan Sthanunathan (Senior Vice President of Consumer and Market Insights at Unilever) recently said that great insights should appear obvious when you look back. Market Researchers, Data Analysts and Consultants shouldn’t feel offended by this remark, as most great human insights are obvious once you understand them. Read more »

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