TapestryWorks latest credentials incorporating some of our latest thinking and deliverables. Please contact us at neil@tapestryworks.asia if you would like to learn more or chat about how we can help

1. Weaving richer connections
with TapestryWorks

2. Weaving richer connections between
businesses andDivider slide
people
• Understanding
human
behaviour
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• Connec5ng
the
dots
• Simplifying
complexity

3. Is your brand struggling to be heard over the
background noise?

4. Is your business suffering from infobesity?

5. Don’t know which way to turn?

6. “It’s perfect. I love the format and it’s a great summary
of a huge amount of data.” – Insights Director, Unilever
Category
size
Current
use
(%)
UN Human Development Index:
Highly developed market
Less developed market
Undeveloped market
Market
size
Needs
(%)

7. “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.

8. Our work is grounded in behavioural science

9. We do the hard thinking to help clients simplify
complex data and ideas

10. We look at the big picture to connect the dots
between your business and people

11. Some recent clients
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12. Let’s get weaving
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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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13. Weaving richer connections with TapestryWorks
Divider slide
• Understanding
behaviour
Divider slide
• Connec5ng
the
dots
• Simplifying
complexity

14. Divider slide
Case studies

15. Communications case study – screening ad
executions against brand emotional profile
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• Client’s
hotel
brand
undertaking
a
cri5cal
adver5sing
campaign
across
different
media
in
order
to
defend
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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

16. Example output : Ad executions benchmarked against a brand’s
emotional profile
WARRIOR
Brand profile
CATALYST
Execution 1
Execution 2
GURU
100
80
ARTIST
60
EXPLORER
40
20
0
RULER
REBEL
IDEALIST
JOKER
CAREGIVER
SEDUCER
EVERYMAN

17. Sensory innovation case study – making rice
’nice’ for a snack food brand
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• Client
had
struggled
for
years
to
develop
a
successful
snack
food
innova5on
using
rice
as
a
key
ingredient
Dividerartner
agency
undertook
a
slide
• TapestryWorks
and
a
p
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

18. Example output – some of the past, present &
future meanings of rice in China
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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 ricebased snacks

19. Example output – how to blend the sensory
experience of rice into a slide food
Divider snack
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

20. Shopper research case study – improving instore activation Divider slide brand
for a beauty
• Client
struggling
to
recruit
new
users
in
a
compe55ve
retail
channel
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• 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

21. Example output: SNAPP® audit scorecard for
beauty brands in key retail channel
Client
brand
Simple
Normative
Available
Personal
Patterns
Bench Key improvement areas
mark
Improve structuring of shelf display
Use facial imagery and/or icons
Greater focus on short-term benefits
Introduce trial packs
Introduce bundling of range items
SNAPP score card based on rating of 25 behavioural triggers

22. Branding case study – building the emotional
profile of an online brand
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• Client
had
bought
a
premium
web
address
and
intended
to
develop
a
strong
online
presence
in
a
compe55ve
bDivider slide
category
ut
undifferen5ated
• 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

23. 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

24. Customer experience case study – engaging
the senses for airline customers
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• A
design
agency
wished
to
understand
the
poten5al
to
build
a
more
engaging
customer
experience
for
an
airline
client
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• 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

25. 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

26. Thank You
www.tapestryworks.asia