Why visual research approaches are more insightful than words

Oct 31 2017 Published by neilgains under brand essense

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 »

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Cultural Insights Help Marketers Connect Universal Truths to Local Truths

Aug 21 2017 Published by neilgains under brand essense

Little by little the past few years have seen a weakening of the dominance of multinational brands in Asia, as local players win consumer’s hearts with greater understanding of local culture and its importance in consumer decision-making.

For example, beauty is big business in Asia, but in many countries local brands are the most popular with the highest penetration and market share, with international brands increasingly struggling to compete. In Indonesia, local brand Wardah has come from nowhere to take around one-third of the cosmetics market. It’s secret? Understanding the values of Indonesian women (and halal certification, something that has now been legislated to come into effect in the coming years). 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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Learning the Psychology of Online Persuasion

Jun 22 2017 Published by neilgains under book review

Webs of Influence is one of the most useful books on psychology you will ever pick up. It’s easy to use format covers swathes of research into the psychology of human behavior and what it means for designing marketing programs and websites that engage with people. The second edition has just been published with more useful content updated to reflect this fast-changing field. 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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Weaving Sense, Symbol and Story into Brands

Feb 11 2016 Published by neilgains under brand essense

The central argument of Brand esSense is that brands can leverage multiple touch points to enhance their brand identity by sending consistent messages across the stories they tell, the symbolism that they use and the way that they engage the different senses in customer experience of interacting with the brand. Building consistency and linkage across brand stories, symbols and sensory experience enables brands to build stronger assets that increase the mental and physical availability (i.e., visibility) that drive brand growth (read more on this here).

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Are You Available? (Part 2)

Feb 10 2016 Published by neilgains under consumer psychology

In How Brands Grow Part 2, Jenni Romaniuk and Byron Sharp continue the arguments of the original book (read a review here) with much more evidence and detail on a range of specific topics including emerging markets, service categories and luxury brands.

The evidence they present is clear, consistent and comprehensively nails many of the marketing myths that they sought to challenge in the first book. And specifically they seek to challenge the “but my category is different” argument with data from a range of categories and markets including China and Indonesia that will be of interest to readers of this blog. Read more »

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Mind and Magic

Dec 08 2015 Published by neilgains under book review

In Sleights of Mind, the authors cannily explain some of the latest science of the brain though examples of magic tricks, illusions and mind games that demonstrate the fallibilities of the human mind and the way in which magicians often have greater insight into the innermost workings of our brain than most neuroscientists.

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The Spectre of Blending Signs

Nov 09 2015 Published by neilgains under semiotics

I really enjoyed Spectre, the latest Bond outing. In particular, the film is full of references to other (Bond) movies. Apart from the fact that Spectre weaves together strands from all three of Daniel Craig’s previous outings, I noticed quiet specific references to several earlier Bond films, including From Russia With Love, You Only Live Twice, On Her Majesty’s Secret Service (via Inception) and The Spy Who Loved Me. And those are only the ones that I remember (I wasn’t taking notes in the cinema).

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The Quest for Beautiful Questions in Outer and Inner Space

Oct 04 2015 Published by neilgains under book review

In The Martian, the stranded astronaut Mark Watney has to use his wits and scientific knowledge to overcome hostile landscapes and environment, tragic accidents and the loneliness of being the only man left on Mars. The story focuses on his ingenuity in solving all the problems that he comes up against. And why is Mark Watney so good at solving all the problems that confront him? He is also very good at asking the right questions. Read more »

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