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:  neil@tapestryworks.asia  www.tapestryworks.asia    We  are  also  present  in  Bangkok  and  Hong  Kong  through  our  partnership  with  ABN  Impact.  

 

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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