The esSense of a new insurance brand? (The Importance of Brand esSense #6)

Feb 14 2017 Published by neilgains under brand essense

Walking through Singapore yesterday, I noticed for the first time the eTiQa insurance brand, owned by Maybank. Perhaps I should have noticed the brand before, but I was struck by the colours and naming of the brand which struck an immediate resonance for the category.

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The Arrival of Emojis

Jan 18 2017 Published by neilgains under emotion

In Arrival, Louise Banks (played by Amy Adams) asks to meet and interact face-to-face with the aliens who have landed on Planet Earth and has to use visual communication to more quickly and effectively learn their language. Similarly, studies of human communication have shown that non-verbal signals account for a significant proportion of that communication making it more effective and memorable. Read more »

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Will 2017 be a Greener Year?

Dec 12 2016 Published by neilgains under Asia trends

Pantone have just announced their colour of the year, and it’s a “refreshing and vitalising” shade called Greenery (otherwise known as Pantone 15-0343), which they describe as “symbolic of new beginnings”. The colour is strongly associated with spring and is a shade of green that incorporates yellow to give a “fresh and zesty” feel that suits spring as a time to “revive, restore and renew”.

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The Culture of Childhood: Understanding children’s goals

May 30 2016 Published by neilgains under insight

It’s an old Hollywood myth to “never work with animals of children”, and while TapestryWorks have avoided the former so far, we have often been involved in research with children. Of course, children are usually a little less articulate than adults, but are also usually very clear on what they like and don’t like.

Therefore, a good approach to research with children is to provide stimuli for them to react to. Over the past year, we have been developing a set of stimuli specifically for children, based around our StoryWorks motivational model. Read more »

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Feeling the Gap: Why goals matter for employers and brands

Apr 29 2016 Published by neilgains under archetypes

“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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Global or Local: Do global tools always provide local insights?

Mar 31 2016 Published by neilgains under culture

As the StoryWorks Visual Think cards have been developed and used over the past two years, one of the most common questions from clients and collaborators is about the cross-cultural suitability of a set of standard images. Is it important to have locally adapted stimulus to capture local cultural insights?

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How does it Feel to be a Market Researcher?

Jan 25 2016 Published by neilgains under archetypes

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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Using StoryWorks to understand the goals of home buyers

Dec 22 2015 Published by neilgains under archetypes

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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Celebrity Matching: Female celebrities and Muslim beauty

Aug 30 2015 Published by neilgains under Asia trends

As part of our work on Muslim beauty, TapestryWorks, ABN Impact and Zest Research Consultancy also looked at perceptions of local female celebrities using picture sets of around 30 celebrities in both Indonesia and Malaysia.

Figure 1 – Indonesia celebrity images

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The Feeling of Muslim Beauty: Is the beauty myth universal or do local truths prevail?

Jul 30 2015 Published by neilgains under Asia trends

The beauty every woman desires?

Much has been written about the rise of hijabers and the modernization of Muslim values. Many such perspectives interpret cultural changes through the lens of Western values, so what is the truth about modern Muslim women in South East Asia and what they feel about beauty? Read more »

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