Visualising Emotions: Measuring motivations simply, quickly and intuitively

Feb 07 2018 Published by neilgains under culture

Measuring human motivations and emotions is difficult. Three reasons for this are that

  • Verbal questions tend to rationalize responses
  • Emotional language terms can be very difficult to translate
  • Different cultures have different values

More broadly, emotions are highly contextual and latest theories of emotion, see them as mental constructions in the same way that perceptions are mental constructions based on external cues. Emotions and perceptions are both processed in the same parts of the brain and help us to interpret and adapt to the environment around us, directing us towards our goals (see Lisa Feldman Barrett’s book for more on this). Read more »

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The Story of Thai Beauty

Jan 10 2018 Published by neilgains under Asia

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 »

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Morning Lift or Nighttime Gift: Indonesian Beauty Advertising

Dec 19 2017 Published by neilgains under advertising

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 »

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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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Good and Bad Surprises

Sep 29 2017 Published by neilgains under emotion

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 »

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Emotional concepts need cultural context

Sep 01 2017 Published by neilgains under emotion

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 »

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Emotions are constructed just like our experience of the world

Aug 31 2017 Published by neilgains under emotion

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 »

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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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From Morning Lift To Nighttime Gift: Jakarta beauty routines

Jun 30 2017 Published by neilgains under brand essense

Two years ago, TapestryWorks collaborated with ABN Impact Indonesia to explore beauty goals among Indonesian women, and exactly two years’ later we went back to their Jakarta Beauty insight community to learn more.

In our earlier study, we learnt about a range of motivations that are important to Jakarta women and the beauty that they desire, including Confidence, Knowledge, Care, Belonging, Love, Fun and the desire to be (a little) Unique. In our latest study, we decided to look more deeply into these different motivations to understand how they relate to different aspects of women’s daily lives. Read more »

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