tapestryworks weaving richer connections 10 february 2014
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TapestryWorks latest credentials incorporating some of our latest thinking and deliverables. Please contact us at [email protected] if you would like to learn more or chat about how we can helpTRANSCRIPT
Weaving richer connections
with TapestryWorks
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Divider slide Weaving richer connections between businesses and people
• Understanding human behaviour
• Connec5ng the dots
• Simplifying complexity
Is your brand struggling to be heard over the background noise?
Is your business suffering from infobesity?
Don’t know which way to turn?
“It’s perfect. I love the format and it’s a great summary of a huge amount of data.” – Insights Director, Unilever
Category size
Market size
UN Human Development Index: Highly developed market Less developed market Undeveloped market
Needs (%)
Curren
t use (%
)
“Thanks for developing a really valuable online shopping experience blueprint.” – Regional Sales Director, J&J
STAGE Meaning SEARCH Shopper searches online for a website that sells the brand,
product or service which can solve their current ‘problem’.
IDENTIFY They find a relevant website and click through.
VIEW They look for a solu5on by scanning the website.
BROWSE They browse and interact with website, reviewing poten5al solu5ons and narrowing down possible alterna5ves.
CHOOSE They make a selec5on from a small range of alterna5ve solu5ons.
BUY Shopper makes the final purchase and completes their task.
Our work is grounded in behavioural science
We do the hard thinking to help clients simplify complex data and ideas
We look at the big picture to connect the dots between your business and people
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Divider slide Some recent clients
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Divider slide Let’s get weaving
TapestryWorks Pte Ltd 26 Duxton Road Singapore 089490 T: +65 63233340 M: +65 96412573 E: [email protected] www.tapestryworks.asia We are also present in Bangkok and Hong Kong through our partnership with ABN Impact.
Divider slide
Divider slide Weaving richer connections with TapestryWorks
• Understanding behaviour
• Connec5ng the dots • Simplifying complexity
Divider slide Case studies
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Divider slide Communications case study – screening ad executions against brand emotional profile
• Client’s hotel brand undertaking a cri5cal adver5sing campaign across different media in order to defend market share
• TapestryWorks helped the client to measure the brand’s emo5onal profile against category ‘jobs’
• Ad execu5ons were profiled using the same emo5onal framework to validate fit with the brand
Example output : Ad executions benchmarked against a brand’s emotional profile
0
20
40
60
80
100 WARRIOR
ARTIST
EXPLORER
REBEL
JOKER
SEDUCER
EVERYMAN
CAREGIVER
IDEALIST
RULER
GURU
CATALYST Brand profile
Execution 1 Execution 2
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Divider slide Sensory innovation case study – making rice ’nice’ for a snack food brand
• Client had struggled for years to develop a successful snack food innova5on using rice as a key ingredient
• TapestryWorks and a partner agency undertook a semio5c analysis of the meaning of rice in China
• We also used implicit interviewing of consumers to understand the sensory experience of ea5ng rice
• Findings were used as s5mulus in a client workshop to build communica5on and product strategies to blend the values of rice and snack foods
Divider slide Example output – some of the past, present & future meanings of rice in China
Security Energy Home Family Hard work Balance Integrity Natural Healthy
Daily necessity Harmony Peaceful Satisfaction Happiness Simplicity Honesty Variety Gentle Comfortable Freedom Worry free Home
Balanced health Gentleness Cleansing
Emerging meanings were used to develop communication strategies for rice-based snacks
Divider slide Example output – how to blend the sensory experience of rice into a snack food
Sense Sign Appearance Golden outside
White inside*
Mouthfeel Feeling of substance (3 dimensional)* Not thin Not too hard
Texture Chewability (not melAng too quickly)* Contras5ng texture
Akertaste Rice cues *most critical sensations for the rice experience
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Divider slide Shopper research case study – improving in-store activation for a beauty brand
• Client struggling to recruit new users in a compe55ve retail channel
• TapestryWorks completed a behavioural audit of the retail environment, including reviewing exis5ng observa5onal data and eye tracking footage
• Results delivered as an audit scorecard with key improvement areas highlighted across each of 5 behavioural themes
Example output: SNAPP® audit scorecard for beauty brands in key retail channel
Client brand
Benchmark
Key improvement areas
Simple Improve structuring of shelf display
Normative Use facial imagery and/or icons
Available Greater focus on short-term benefits
Personal Introduce trial packs
Patterns Introduce bundling of range items
SNAPP score card based on rating of 25 behavioural triggers
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Divider slide Branding case study – building the emotional profile of an online brand
• Client had bought a premium web address and intended to develop a strong online presence in a compe55ve but undifferen5ated category
• TapestryWorks partnered with the client’s marke5ng team to build understanding of category goals, compe55ve landscape and poten5al posi5onings
• 5 alterna5ves reviewed for strengths and weaknesses • TapestryWorks reviewed design crea5ve to ensure consistency with agreed posi5oning
Example output: advantages and disadvantages of one of five potential personality profiles
Warrior + Idealist blend Benefits • Blends good intent with the
courage to fight in a good cause
• Shows the brand as leader Requires • Clarity on the link to brand
promise • Potentially challenging for
current non-users • Uncomfortable for many staff
(and some customers) Consequences • Need to have clarity on
‘cause’ and provide proof points of commitment
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Divider slide Customer experience case study – engaging the senses for airline customers
• A design agency wished to understand the poten5al to build a more engaging customer experience for an airline client
• TapestryWorks partnered with the client to audit the sensory experience of a number of global and regional airlines using the esSense® framework
• Audit results were used to iden5fy and priori5se key improvement areas and a workshop with the agency developed crea5ve routes linked to brand personality
Example output – esSense® audit of customer experience against sensory touch points
Sense Symbol Story esSense®
75%
40%
70%
62%
55%
35%
85%
58%
20%
20%
10%
17%
*esSense score card based on rating of 30 touch points
Thank You www.tapestryworks.asia