| When: | Friday, Sep 25,2015 - 19:09 to Friday, Sep 25,2015 - 21:09 |
| Where: | Lee Kong Chian School of Business 50 Stamford Road Singapore 178899 Seminar Room 3-1 (Room 3001) Level 3 |
The reality is that most human decision-making is unconscious and embodied, relying on the reality of human experience
CENTRE FOR MARKETING EXCELLENCE PRESENTS TO YOU :
THE BEAUTY OF IMPLICIT FEELINGS: MARKETING AND RESEARCH FOR THE AGE OF THE IMAGE
| When: |
25 September 2015, Friday- 12.30pm – 2.00pm
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| Venue: |
Lee Kong Chian School of Business |
| Speaker: | Mr. Neil Gains |
SYNOPSIS
Many businesses still focus on words and rational argument to “persuade” customers. However, the reality is that most human decision-making is unconscious and embodied, relying on the reality of human experience rather than the reason of verbal discourse. In this talk, Neil will demonstrate how implicit thinking can help marketers uncover and “speak to” human goals and cultural codes. He will share an example of research on Muslim women and beauty brands to demonstrate the value of visual thinking to understand emotion, and how local Asian brands often understand these codes much better than international brands.
SPEAKER
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Mr Neil Gains
Founder
TapestryWorks |
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Neil is the founder of TapestryWorks, helping clients to weave richer connections between people and brands. Neil is also an Associate Fellow of the Institute on Asian Consumer Insight and the author of Brand esSense published by Kogan Page in 2013. He worked for Cadbury Schweppes for more than 10 years in R&D and sensory research, before moving to Asia with AMI (later Synovate) to manage their Asia Pacific innovation practice. Neil set up TapestryWorks in 2010, and has lived in UK, Indonesia, China and Singapore. He has a doctorate in consumer psychology and sensory science and loves travelling, reading detective novels and sharing ideas.
Last updated on 1 Dec 2015.
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