What can brands learn from post-truth politics?

Feb 26 2018 Published by neilgains under brand essense

In Post Truth, Matthew d’Ancona lays out the ways in which modern politics, and life, show the increasing importance of emotional resonance over the inconvenient details of facts and realities.  After recent events around the world, no one should doubt that emotional resonance has the power to beat facts and arguments in the realm of politics, but are there lessons for businesses and brands? Read more »

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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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Love is in the Air: A History of Valentine’s Day

Jan 31 2018 Published by neilgains under culture

Source: Wikiart

“Roses are red, violets are blue”

People around the world now celebrate Valentine’s Day, but what are the origins of the 14th February festival of love? Although Valentine’s Day is not a public holiday anywhere, it is an important date for many people and the Feast day of Saint Valentine is observed by Anglican and Lutheran churches (and in July by the Eastern Orthodox church). 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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The culture of Christmas

Nov 30 2017 Published by neilgains under culture

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 »

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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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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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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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