Upload File

feeling the gap: why goals matter for employers and brands

  • Home
  • Marketing
  • Feeling the Gap: Why goals matter for employers and brands
24
Feeling the Gap: Why goals matter to employers and brands Neil Gains, TapestryWorks for Asia Research Seminar, Jakarta, 1 September 2016

Upload: tapestryworks

Post on 16-Apr-2017

121 views

Category:

Marketing


0 download

Report

TRANSCRIPT

Page 1: Feeling the Gap: Why goals matter for employers and brands

FeelingtheGap:Whygoalsmattertoemployersandbrands

NeilGains,TapestryWorksforAsiaResearchSeminar,Jakarta,1September2016

Page 2: Feeling the Gap: Why goals matter for employers and brands

Howcloseisrealitytodesire?

•Thebeautygap•Themarketresearchgap•TheIndonesiangap

Page 3: Feeling the Gap: Why goals matter for employers and brands

HowclosearebrandstothebeautyIndonesianwomen

desire?

Page 4: Feeling the Gap: Why goals matter for employers and brands

Whatisthebeautythatyoudesire&thebeautyyouhavenow?

Page 5: Feeling the Gap: Why goals matter for employers and brands

Indonesianwomenarealready90%ofthewaytohavingthebeautytheydesire.Whatdoesthatmeanforbeautybrands?

5

0%

5%

10%

15%

20%COURAGE(WARRIOR)

CREATIVITY(ARTIST)

DISCOVERY(EXPLORER)

FREEDOM(REBEL)

FUN(JOKER)

LOVE(SEDUCER)

BELONGING(EVERYMAN)

CARE(CAREGIVER)

INNOCENCE(IDEALIST)

CONTROL(RULER)

KNOWLEDGE(GURU)

CONFIDENCE(CATALYST)Idealbeauty

Beautytoday

Page 6: Feeling the Gap: Why goals matter for employers and brands

TypicalinternationalbrandsarestrongonConfidence,butshowagapinBelonging

6

0%

5%

10%

15%

20%COURAGE(WARRIOR)

CREATIVITY(ARTIST)

DISCOVERY(EXPLORER)

FREEDOM(REBEL)

FUN(JOKER)

LOVE(SEDUCER)

BELONGING(EVERYMAN)

CARE(CAREGIVER)

INNOCENCE(IDEALIST)

CONTROL(RULER)

KNOWLEDGE(GURU)

CONFIDENCE(CATALYST)Idealbeauty

Internationalbeautybrand

Page 7: Feeling the Gap: Why goals matter for employers and brands

LocalbrandsfeelcloserandarestrongerincommunicatingasenseofBelonging,CareandFun

7

0%

5%

10%

15%

20%COURAGE(WARRIOR)

CREATIVITY(ARTIST)

DISCOVERY(EXPLORER)

FREEDOM(REBEL)

FUN(JOKER)

LOVE(SEDUCER)

BELONGING(EVERYMAN)

CARE(CAREGIVER)

INNOCENCE(IDEALIST)

CONTROL(RULER)

KNOWLEDGE(GURU)

CONFIDENCE(CATALYST)Idealbeauty

Localbeautybrand

Page 8: Feeling the Gap: Why goals matter for employers and brands

Howclosearemarketresearcherstotheemployer

theydesire?

Page 9: Feeling the Gap: Why goals matter for employers and brands

Howdoesitfeeltoworkinmarketresearch?

• TapestryWorks andAsiaResearchcollectedfeedbackonthecurrentandidealfeelingsof270AsianmarketresearchersusingStoryWorks®visualcardsorts.Thequestionstook2minutestocomplete.

• Thegapbetweencurrentandidealjobfeelingscorrelatedhighlywithmeasuresoffutureintentionsandjobsatisfaction.

Page 10: Feeling the Gap: Why goals matter for employers and brands

PositivefeelingsfocusedonKnowledge,Control,BelongingandalittleDiscovery

10

0%

10%

20%

30%

40%

50%COURAGE(WARRIOR)

CREATIVITY(ARTIST)

DISCOVERY(EXPLORER)

FREEDOM(REBEL)

FUN(JOKER)

LOVE(SEDUCER)

BELONGING(EVERYMAN)

NURTURE(CAREGIVER)

INNOCENCE(IDEALIST)

CONTROL(RULER)

KNOWLEDGE(GURU)

MASTERY(CATALYST)

Positivefeelings

Q3Whichofthefollowingimagessumsupyourfeelingsaboutyourcurrentemployer?Selectasfeworasmanyasyoulike.

Page 11: Feeling the Gap: Why goals matter for employers and brands

NegativefeelingsfocusedonChaosandIgnorance

11

0%

10%

20%

30%

40%

50%WEAK(WARRIOR)

MEDIOCRE(ARTIST)

TRAPPED(EXPLORER)

TRIVIAL(REBEL)

BORED(JOKER)

ALONE(SEDUCER)

ISOLATED(EVERYMAN)

SELFISH(CAREGIVER)

BADLYBEHAVED(IDEALIST)

CHAOTIC(RULER)

IGNORANT(GURU)

SURPRISED(CATALYST)

Negativefeelings

Q3Whichofthefollowingimagessumsupyourfeelingsaboutyourcurrentemployer?Selectasfeworasmanyasyoulike.

Page 12: Feeling the Gap: Why goals matter for employers and brands

KeygoalsareControl,Knowledge,BelongingandDiscovery

12

0%

10%

20%

30%

40%

50%COURAGE(WARRIOR)

CREATIVITY(ARTIST)

DISCOVERY(EXPLORER)

FREEDOM(REBEL)

FUN(JOKER)

LOVE(SEDUCER)

BELONGING(EVERYMAN)

NURTURE(CAREGIVER)

INNOCENCE(IDEALIST)

CONTROL(RULER)

KNOWLEDGE(GURU)

MASTERY(CATALYST)

Currentfeelings

Q3Whichofthefollowingimagessumsupyourfeelingsaboutyourcurrentemployer?Selectasfeworasmanyasyoulike.

Page 13: Feeling the Gap: Why goals matter for employers and brands

KeygoalsareControl,Knowledge,BelongingandDiscovery

13

0%

10%

20%

30%

40%

50%COURAGE(WARRIOR)

CREATIVITY(ARTIST)

DISCOVERY(EXPLORER)

FREEDOM(REBEL)

FUN(JOKER)

LOVE(SEDUCER)

BELONGING(EVERYMAN)

NURTURE(CAREGIVER)

INNOCENCE(IDEALIST)

CONTROL(RULER)

KNOWLEDGE(GURU)

MASTERY(CATALYST)

Currentfeelings

Q3Whichofthefollowingimagessumsupyourfeelingsaboutyourcurrentemployer?Selectasfeworasmanyasyoulike.

Page 14: Feeling the Gap: Why goals matter for employers and brands

AsianmarketresearchersdesiremoreDiscoveryandCreativityandalittlemoreCare

14

0%

10%

20%

30%

40%

50%COURAGE(WARRIOR)

CREATIVITY(ARTIST)

DISCOVERY(EXPLORER)

FREEDOM(REBEL)

FUN(JOKER)

LOVE(SEDUCER)

BELONGING(EVERYMAN)

NURTURE(CAREGIVER)

INNOCENCE(IDEALIST)

CONTROL(RULER)

KNOWLEDGE(GURU)

MASTERY(CATALYST)

Currentfeelings(total)

Idealemployer(total)

A3Whichofthefollowingimagessumsupyourfeelingsaboutyourcurrentemployer?A4Whichimageswouldsuitthatofyourideal employer?

Page 15: Feeling the Gap: Why goals matter for employers and brands

Gapbetweenrealityandidealpredictsfutureintentions

-40

-20

0

20

40

60

80

100

TOTAL Will not stay

Not sure Quite likely to stay

Very likely to stay

Similaritybetweencurrent&

ideal(%)

A3Whichofthefollowingimagessumsupyourfeelingsaboutyourcurrentemployer?A4Whichimageswouldsuitthatofyouridealemployer?C6Howlikelyareyoutobewithyourcurrentemployer(witherinyourcurrentmarketoroverseas)inayear’stime?

Page 16: Feeling the Gap: Why goals matter for employers and brands

Thosewhoplantoleaveshowalargegap,especiallyinareasofKnowledge(orIgnorance)

16

0%10%20%30%40%50%60%70%80%

COURAGE(WARRIOR)

CREATIVITY(ARTIST)

DISCOVERY(EXPLORER)

FREEDOM(REBEL)

FUN(JOKER)

LOVE(SEDUCER)

BELONGING(EVERYMAN)

NURTURE(CAREGIVER)

INNOCENCE(IDEALIST)

CONTROL(RULER)

KNOWLEDGE(GURU)

MASTERY(CATALYST)

Currentfeelings(willnotstay)

Idealemployer(willnotstay)

A3Whichofthefollowingimagessumsupyourfeelingsaboutyourcurrentemployer?A4Whichimageswouldsuitthatofyourideal employer?

Page 17: Feeling the Gap: Why goals matter for employers and brands

Thosewhoplantostayhaveasmallgapbetweenrealityanddesire

0%10%20%30%40%50%60%70%80%

COURAGE(WARRIOR)

CREATIVITY(ARTIST)

DISCOVERY(EXPLORER)

FREEDOM(REBEL)

FUN(JOKER)

LOVE(SEDUCER)

BELONGING(EVERYMAN)

NURTURE(CAREGIVER)

INNOCENCE(IDEALIST)

CONTROL(RULER)

KNOWLEDGE(GURU)

MASTERY(CATALYST)Currentfeelings(willstay)

Idealemployer(willstay)

A3Whichofthefollowingimagessumsupyourfeelingsaboutyourcurrentemployer?A4Whichimageswouldsuitthatofyourideal employer?

Page 18: Feeling the Gap: Why goals matter for employers and brands

Thedifferenceisnotinwhatthosewhowanttostayorleavedesire…

18

0%10%20%30%40%50%60%70%80%

COURAGE(WARRIOR)

CREATIVITY(ARTIST)

DISCOVERY(EXPLORER)

FREEDOM(REBEL)

FUN(JOKER)

LOVE(SEDUCER)

BELONGING(EVERYMAN)

NURTURE(CAREGIVER)

INNOCENCE(IDEALIST)

CONTROL(RULER)

KNOWLEDGE(GURU)

MASTERY(CATALYST)

Idealemployer(willnotstay)

Idealemployer(willstay)

A3Whichofthefollowingimagessumsupyourfeelingsaboutyourcurrentemployer?A4Whichimageswouldsuitthatofyourideal employer?

Page 19: Feeling the Gap: Why goals matter for employers and brands

…butratherinhowdifferentlytheyperceivetheircurrentsituation

0%10%20%30%40%50%60%70%80%

COURAGE(WARRIOR)

CREATIVITY(ARTIST)

DISCOVERY(EXPLORER)

FREEDOM(REBEL)

FUN(JOKER)

LOVE(SEDUCER)

BELONGING(EVERYMAN)

NURTURE(CAREGIVER)

INNOCENCE(IDEALIST)

CONTROL(RULER)

KNOWLEDGE(GURU)

MASTERY(CATALYST)Currentfeelings(willstay)

Currentfeelings(willnotstay)

A3Whichofthefollowingimagessumsupyourfeelingsaboutyourcurrentemployer?A4Whichimageswouldsuitthatofyourideal employer?

Page 20: Feeling the Gap: Why goals matter for employers and brands

HowcloseareIndonesianmarketresearcherstotheemployertheydesire?

Page 21: Feeling the Gap: Why goals matter for employers and brands

IndonesianmarketresearchersaremorepositivethanthosefromChinaandSingapore

21

Currentfeelingsaboutemployer

Correlation betweencurrentandidealemployer

GreaterChina 37%India 82%

Indonesia 62%Singapore 56%60.7

47.6

70.756.7 55.1

39.352.4

29.343.3 44.9

0%

20%

40%

60%

80%

100%

TOTAL China India Indonesia Singapore

Positive Negative

A3Whichofthefollowingimagessumsupyourfeelingsaboutyourcurrentemployer?A4Whichimageswouldsuitthatofyourideal employer?

Page 22: Feeling the Gap: Why goals matter for employers and brands

IndonesianmarketresearcherswantmoreConfidence,Courage,DiscoveryandBelonging

22

0%

10%

20%

30%

40%

50%COURAGE(WARRIOR)

CREATIVITY(ARTIST)

DISCOVERY(EXPLORER)

FREEDOM(REBEL)

FUN(JOKER)

LOVE(SEDUCER)

BELONGING(EVERYMAN)

CARE(CAREGIVER)

INNOCENCE(IDEALIST)

CONTROL(RULER)

KNOWLEDGE(GURU)

CONFIDENCE(CATALYST)Currentemployer

Idealemployer

Page 23: Feeling the Gap: Why goals matter for employers and brands

Howcloseisrealitytowhatyourcustomersandemployeesdesire?

•Understandgoals

•Createtherightfeeling

•Closethegap

Page 24: Feeling the Gap: Why goals matter for employers and brands

Terima kasih

WeavingsenseintobrandsFormoreinformationcontact:

[email protected]@neilgains (Twitter)


Feeling stressed

NEXT GENERATION engagement · & value relationships & experiences over work demand transparency from leaders, employers & Brands work/life behavior & values continue to be shaped

The Ultimate Snapchat HowTo Guide for Brands, Employers ... · Guide for Brands, Employers, and Colleges ... understand millennials by creating campaigns that engage, inspire, and

Feeling the pressure? - UNISON · particularly considering HSE stress management standards have been in place to guide employers for over 10 years. Legislation requires employers

FATIGUE - Construct · 2017-02-07 · Fatigue Information for employers Although there is no scientific definition for fatigue, it is normally described as feeling tired and not being

GAATW Global Review - Feeling Good About Feeling Bad

Feeling good about feeling bad… - gaatw.org

Feeling Lost?

Feeling Good

Feeling Poems

Feeling Financially Squeezed? - visibleaccessmedia.comvisibleaccessmedia.com/.../2012-Feeling-Financially-Squeezed-Report… · 18/04/2012  · Feeling Financially Squeezed? Escape

Feeling Good, Feeling Sad - Northern Ireland Curriculum » Homepage

Feeling Faces: Large Cards (English-Blank) · 2020. 10. 28. · Feeling Faces: Large Cards (English-Blank) Emotional Literacy: Using Feeling Faces The Feeling Faces assist children

Feeling Good!

Creepy Feeling

Feeling faint

The Power of. The consumer ’s world is made with brands... Thanks to the way they are expressed, they bring different kind of feeling What do brands express

What every CEO needs to know about ‘superstar’ companies/media/McKinsey/Featured...world’s most sought-after employers, most valuable brands, and most valuable equity listings

CHAPTER 1: INTRODUCTION 1.1. THE RETAILING …...However store brands are priced 20-30%less than the branded goods. Store brands can used as a powerful tool i.e. The general feeling

Books Promote Brands… Promote Bilingual Literacy Few of... · Alonso,miracle worker! Feeling ready to speak at 2! @SheaM01sture #SheaM01stureVlP #Hispz16 . Latina Innovators IEmbrátiñg

Summary 2 Feeling Good Feeling Stressed - WordPress.com

Feeling Grouchy

Families First Coronavirus Response Act & Navigating COVID-19 · Employers CAN: ask why an employee has not reported for work ask employees who report feeling ill questions about

feeling tired?

OnDoingMathematics: WhyWeShouldNotEncourage ’Feeling ... · OnDoingMathematics: WhyWeShouldNotEncourage ’Feeling,’’Believing,’or ... We posit that feeling, believing, &

INTRODUCTION - Shodhgangashodhganga.inflibnet.ac.in/.../6/06_introduction.pdf · asleep), feeling downhearted or blue, feeling hopeless about the future, feeling emotionally bored

THE SCIENCE OF FEELING GOOD & FEELING BAD …alcohol.hws.edu/dvpphe/FeelingGood2006.pdfTHE SCIENCE OF FEELING GOOD & FEELING BAD WITH ALCOHOL Professor David W. Craig Department of

Feeling Christmas

Feeling Flashcards

Employers (NACE), as “the intelligence today’s employers

Ohio Major Employers - Ohio Development - ODSA - … Case Western Reserve University 4,200 Cleveland, ... Worthington Industries Limited Brands Retail Ventures Express Nationwide Insurance

What Your Employers or Potential Employers Want

Employers and employees join forces to generate recurring … · 89% OF MILLENNIALS WANT TO CONSUME BRANDS THAT SUPPORT SOCIAL ISSUES ECONE COMMUNICATIONS SOCIAL IMPACT STUDY THEY

Feeling Sad Feeling Happy

Feeling Faces: Large Cards (English-Spanish) · Feeling Faces: Large Cards (English-Spanish) Emotional Literacy: Using Feeling Faces The Feeling Faces assist children with understanding