How to Make Better Predictions

Jan 04 2016 Published by neilgains under book review

Over the new year I read the perfect book for the start of the new year. In Superforecasting, Philip Tetlock and Dan Gardner provide a roadmap for becoming a better forecaster, with small and progressive steps to improving any prediction you make on almost any topic. This is not just book for political pundits and economists, but is recommended to anyone in marketing sciences, including researchers, who make a living from interpreting and synthesising information to make inferences about business decision-making.

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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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The Importance of Brand esSense (Part 3): How Harris Hotels are Making Guests Happy

Dec 15 2015 Published by neilgains under branding

“Orange is the happiest colour” - Frank Sinatra

I spent the weekend in Jakarta and stayed at one of the Harris hotel. I was struck by the consistency of the hotel’s branding (they are part of a chain). This is most obvious in the consistency with which they use the colour orange in the lobby, the rooms, the coat hangers, flip flops, bathroom accessories, toothbrush, signage, seating, carpets and on and on. With a flash of green in the logo and occasionally in the hotel too. 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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Let The Hands Speak

Oct 26 2015 Published by neilgains under brain science

“Language is inseparable from imagery” argues David McNeill (quoting from Antonio Damasio) in his revealing book on the relationship between gesture and language. Moreover, gestures actually help us to think and to speak and to articulate our feelings and thinking. Read more »

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Market Research and the Loyalty Myth

Sep 28 2015 Published by neilgains under market research

Is customer loyalty a myth? While loyalty research and customer relationship management have grown, clear evidence that customer loyalty drives commercial success is difficult to find. And as the world and businesses become more short-term in their thinking, is it time to reevaluate the reality of “loyalty”?

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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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Bah Humbug! What is advertising really about?

Aug 18 2015 Published by neilgains under book review

In The Anatomy of HumbugT, Paul Feldwick provides a clear and interesting overview of the history of advertising and the different theories of how and why advertising works (and doesn’t), from the “Salesmanship” theory of advertising of the early years of the industry (mostly associated with more rational models of decision making) to the “Seduction” theory of the early motivational researchers and more lately of neuromarketing, which inform the central discussion of this fascinating book.

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Contextual Data: New Dawn or False Promise?

Aug 15 2015 Published by neilgains under book review

The Age of Context promised to be a revelatory book on the future of market research, but I have to admit to be being ultimately disappointed. The authors are evangelists for new technology, but their evangelism often feels like an informercial for the companies that they mention, and their over-enthusiasm for many ideas is irritating rather than inspiring (especially that for Google Glass). However, my biggest concern with this book is that ultimately it reads as wishful fantasy rather than future reality, as the authors enthuse for what may be possible without failing to address many big issues with the trends that they discuss.

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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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