“Shall I compare thee to a summer’s day?
Thou art more lovely and more temperate:
Rough winds do shake the darling buds of May,
And summer’s lease hath all too short a date:
Sometime too hot the eye of heaven shines,
And often is his gold complexion dimmed,
And every fair from fair sometime declines,
By chance, or nature’s changing course untrimmed:
But thy eternal summer shall not fade,
Nor lose possession of that fair thou ow’st,
Nor shall death brag thou wander’st in his shade,
When in eternal lines to time thou grow’st,
So long as men can breathe, or eyes can see,
So long lives this, and this gives life to thee.”
(William Shakespeare, Sonnet XVIII)
Marketers have finally got the message and are paying increasing importance to the role of emotions in helping consumers make choices about brands. Decisions about brand, or more generally decisions about life, are not just about associating an emotion with a brand or company, but about associating the right emotion. William Shakespeare was right when he talked about the gap between reality and desire, between being hot and rough or fair and temperate.
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How does it really feel to be a market researcher in Asia? Is market research all about feeling smart, intelligent and insightful or do the goals of researchers go beyond the rhetoric of most agencies?
As part of the Asia Research magazine Staff Satisfaction Survey, TapestryWorks used the StoryWorks® Emotional Profiling tool to capture the feelings of staff through a simple visual card sort. Emotional Profiling is based on 12 motivational segments that capture the most fundamental human goals: courage, creativity, discovery, freedom, fun, love, belonging, nurture, innocence, control, knowledge and mastery.
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What do people want from a home?
TapestryWorks’ Australian partners Faster Horses have conducted several studies into the motivations that drive property buying and the most effective way to position individual developments to address those needs.
In one recent study they helped a local company reverse a declining share of property sales in one area of Perth in Western Australia. They worked with the client to understand the drivers of choice and path to purchase as well as customer perceptions of the company’s developments against those of competitors. This information was then used to build more effective communication strategies.
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Why do people who like fun fly with Virgin Airlines while those who seek safety and control stick with British Airways? Is there a reason that IKEA’s brand experience is so successful in communicating their democratic values? And why has the resurrection of LEGO to become the world’s largest toy brand been one of the brand success stories of the last 20 years (even leading to one of the most successful movies of 2014)? Read more »
“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” - Maya Angelou
Sadly Maya Angelou died at the end of May, but this quotation from her should have pride of place on the office walls of every marketing professional. Emotions matter in marketing because they are linked to the human goals that frame every decision we make. But is there evidence that emotions really work and how do you find the right emotion for your brand?
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A new mindset for research
Advances in neuroscience, psychology and related fields such as behavioral economics have changed our understanding of our minds over the last 10-20 years. Over the next 12 articles, I would like to build a complete picture of what makes us what we are, and what this means for marketing and market research, incorporating the latest understanding from these fields. The material is taken from a two-day training workshop, and if you want to learn more about these ideas, then please join us here. Read more »