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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Finding the Right Emotions – A picture paints a thousand words

Aug 28 2014 Published by neilgains under emotion

Marketers have regained their interest in emotional advertising in recent years and the evidence is clear that emotional advertising beats rational advertising. Great brands have always known this, communicating loudly and consistently around a core message. For example, Dove, IKEA, Nike and Virgin all create a strong emotional connection with customers by shaping both their communication and their brand experience around this core (nurture, equality, performance or fun). Read more »

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