Mapping Cultures
In The Culture Map, Erin Meyers provides a clear and easy-to-read introduction to cross-cultural differences, focusing on the needs of global business and the leading and management of people across...
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Morning Lift or Nighttime Gift: Indonesian Beauty 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...
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The Story of Thai Beauty
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. Thailand was one of...
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Visualising Emotions: Measuring motivations simply, quickly and intuitively
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...
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What can brands learn from post-truth politics?
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...
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Why doesn’t market research recognize the failings of recall?
Designers understand the greater power of recognition over recall, which is why interfaces for complex systems use familiar iconography and layouts (think of the design of graphical user interfaces on...
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Is Singapore Airlines a Caregiver or a Magician? (The Importance of Brand...
Is it just me or does anyone else think that Singapore Airlines latest advertising doesn’t “feel” right? While it’s beautifully shot, it feels more like a trailer for a Disney fairy tale than a...
View ArticleQualifying Market Research’s Quantification Bias
“Algorithms don’t make things fair, they repeat past practices – they automate the status quo” (Cathy O’Neil in Weapons of Math Destruction) I recently came across a new term, but one which made...
View ArticleWhy Culture Sense for Brands?
“People have become so fixated on numbers that they can’t see anything outside of it” (Tricia Wang) TapestryWorks believe that understanding human behaviour is ultimately about understanding meaning....
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SHAPEing Shopper Experiences
In retail environments, brand assets (i.e., recognition) interact with the semiotics of the physical environment through our senses and the psychology of choice. It helps to use behavioural principles...
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