Although emotions are difficult to articulate and measure explicitly, they are a very tangible part of human experience. Visual stimuli help researchers make emotion more tangible, even if they remain implicit and unspoken. In this presentation Neil will share insights into the psychology of female beauty based on simple and quick visual tasks taking no more than two or three minutes.His examples will cover qualitative and quantitative work, highlighting the key beauty goals of women in Asian and Western countries including UK, Australia, Thailand and Indonesia. The focus of the presentation will be on cross-cultural differences, and how visual approaches can capture cultural differences more effectively than traditional verbal research approaches.

1. Visualising Emo-ons: Measuring Mo-va-ons Simply, Quickly and Intui-vely
Neil Gains, TapestryWorks
Festival of
#NewMR 2018
Visualising Emo-ons:
Measuring Mo-va-ons Simply,
Quickly and Intui-vely
Neil Gains
TapestryWorks

2. Visualising Emo-ons: Measuring Mo-va-ons Simply, Quickly and Intui-vely
Neil Gains, TapestryWorks
Festival of
#NewMR 2018
NewMR 2018 Sponsors
Pla-num
Gold
Silver
Communica-on
Your name here?
S-ll -me to be a
2018 NewMR Sponsor

3. Visualising Emo-ons: Measuring Mo-va-ons Simply, Quickly and Intui-vely
Neil Gains, TapestryWorks
Festival of
#NewMR 2018
Measuring mo-va-ons & emo-ons
• Emo-ons are felt (experienced) not thought
• Transla-ng meaning is difficult
• Cultural differences change emo-ons

4. Visualising Emo-ons: Measuring Mo-va-ons Simply, Quickly and Intui-vely
Neil Gains, TapestryWorks
Festival of
#NewMR 2018
Market research should be more visual

5. Visualising Emo-ons: Measuring Mo-va-ons Simply, Quickly and Intui-vely
Neil Gains, TapestryWorks
Festival of
#NewMR 2018
The problem of transla-on
“I’m not saying a
literal transla1on is
impossible, only that
it’s not a transla1on.”
(Octavio Paz)

6. Visualising Emo-ons: Measuring Mo-va-ons Simply, Quickly and Intui-vely
Neil Gains, TapestryWorks
Festival of
#NewMR 2018
Crea-ve
Original
Mediocre
Confident
Charisma-c
Surprised
Individual
Unique
Trapped
Expert
Analy-cal
Ignorant
In control
Stable
Chao-c
Innocent
Faithful
Badly behaved
Nurturing
Caring
Selfish
Unconven-onal
Different
Trivial
Funny
Playful
Bored
Loving
Sensual
Alone
Connected
Unpreten-ous
Isolated
36
emo-onal
concepts
based
around 12
mo-va-ons
& values
Strong
Compe--ve
Weak

7. Visualising Emo-ons: Measuring Mo-va-ons Simply, Quickly and Intui-vely
Neil Gains, TapestryWorks
Festival of
#NewMR 2018
Based on word choices, beauty is all about
confidence - how does that translate?
Your
Photo
“What is the beauty that you desire for yourself?” (top 5 verbal s-muli)
Australia Indonesia Thailand UK
Confident 53% Confident
(percaya diri)
63% Confident
(มั่นใจ)
49% Confident 55%
Strong 30% Charisma-c
(karisma1k)
25% Strong
(แข็งแรง)
22% Strong 36%
In control 23% Loving
(mercintai)
23% Charisma-c
(คนที่เป็นแบบ
อย่างที่ดี)
20% In control 22%
Loving 19% Unpreten-ous
(bersahaja)
20% Unconven-onal
(ห่วงใย ใส่ใจ)
20% Loving 18%
Charisma-c 15% Original
(asli)
18% Crea-ve
(ความคิด
สร้างสรรค์)
19% Charisma-c 17%

8. Visualising Emo-ons: Measuring Mo-va-ons Simply, Quickly and Intui-vely
Neil Gains, TapestryWorks
Festival of
#NewMR 2018
Verbal responses are highly skewed
-5%
5%
15%
25%
35%
COURAGE
CREATIVITY
DISCOVERY
FREEDOM
FUN
LOVE
BELONGING
CARE
INNOCENCE
CONTROL
KNOWLEDGE
CONFIDENCE
Thailand
UK
Indonesia
Australia

9. Visualising Emo-ons: Measuring Mo-va-ons Simply, Quickly and Intui-vely
Neil Gains, TapestryWorks
Festival of
#NewMR 2018
36 images to match verbal concepts

10. Visualising Emo-ons: Measuring Mo-va-ons Simply, Quickly and Intui-vely
Neil Gains, TapestryWorks
Festival of
#NewMR 2018
Top 5 images consistent and cultural
differences clearer
Your
Photo
“What is the beauty that you desire for yourself?” (top 5 Western images)
Australia Indonesia Thailand UK
Powerful 42% Confident 41% Hopeful 31% Confident 38%
Confident 36% Hopeful 35% Confident 30% Powerful 36%
Individual 31% Enjoyment 25% Enjoyment 26% Enjoyment 30%
Enjoyment 28% Individual 21% Individual 25% Individual 26%
Hopeful 25% Powerful 18% Powerful 21% Hopeful 20%

11. Visualising Emo-ons: Measuring Mo-va-ons Simply, Quickly and Intui-vely
Neil Gains, TapestryWorks
Festival of
#NewMR 2018
Visual responses are more nuanced &
realis-c
Thailand
UK
Indonesia
Australia
0%
5%
10%
15%
20%
COURAGE
CREATIVITY
DISCOVERY
FREEDOM
FUN
LOVE
BELONGING
CARE
INNOCENCE
CONTROL
KNOWLEDGE
CONFIDENCE

12. Visualising Emo-ons: Measuring Mo-va-ons Simply, Quickly and Intui-vely
Neil Gains, TapestryWorks
Festival of
#NewMR 2018
Visual responses are more nuanced &
realis-c
Thailand
UK
Indonesia
Australia
0%
5%
10%
15%
20%
COURAGE
CREATIVITY
DISCOVERY
FREEDOM
FUN
LOVE
BELONGING
CARE
INNOCENCE
CONTROL
KNOWLEDGE
CONFIDENCE

13. Visualising Emo-ons: Measuring Mo-va-ons Simply, Quickly and Intui-vely
Neil Gains, TapestryWorks
Festival of
#NewMR 2018
Measuring mo-va-ons simply, quickly &
intui-vely
• Visuals are simpler, quicker & more intui-ve
• Visuals don’t need local transla-on
• They can combine universal with local

14. Visualising Emo-ons: Measuring Mo-va-ons Simply, Quickly and Intui-vely
Neil Gains, TapestryWorks
Festival of
#NewMR 2018
Thank You!
Neil Gains
neil@tapestryworks.asia
@tapestryworks

15. Visualising Emo-ons: Measuring Mo-va-ons Simply, Quickly and Intui-vely
Neil Gains, TapestryWorks
Festival of
#NewMR 2018
Q & A
Neil Gains
TapestryWorks
Ray Poynter
The Future Place

16. What are the emerging technologies in Market Research?
Ray Poynter, The Future Place
Festival of
#NewMR 2018
NewMR 2018 Sponsors
Pla-num
Gold
Silver
Communica-on
Your name here?
S-ll -me to be a
2018 NewMR Sponsor