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FeelingtheGap:Whygoalsmattertoemployersandbrands
NeilGains,TapestryWorksforAsiaResearchSeminar,Jakarta,1September2016
Indonesianwomenarealready90%ofthewaytohavingthebeautytheydesire.Whatdoesthatmeanforbeautybrands?
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0%
5%
10%
15%
20%COURAGE(WARRIOR)
CREATIVITY(ARTIST)
DISCOVERY(EXPLORER)
FREEDOM(REBEL)
FUN(JOKER)
LOVE(SEDUCER)
BELONGING(EVERYMAN)
CARE(CAREGIVER)
INNOCENCE(IDEALIST)
CONTROL(RULER)
KNOWLEDGE(GURU)
CONFIDENCE(CATALYST)Idealbeauty
Beautytoday
TypicalinternationalbrandsarestrongonConfidence,butshowagapinBelonging
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0%
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20%COURAGE(WARRIOR)
CREATIVITY(ARTIST)
DISCOVERY(EXPLORER)
FREEDOM(REBEL)
FUN(JOKER)
LOVE(SEDUCER)
BELONGING(EVERYMAN)
CARE(CAREGIVER)
INNOCENCE(IDEALIST)
CONTROL(RULER)
KNOWLEDGE(GURU)
CONFIDENCE(CATALYST)Idealbeauty
Internationalbeautybrand
LocalbrandsfeelcloserandarestrongerincommunicatingasenseofBelonging,CareandFun
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0%
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20%COURAGE(WARRIOR)
CREATIVITY(ARTIST)
DISCOVERY(EXPLORER)
FREEDOM(REBEL)
FUN(JOKER)
LOVE(SEDUCER)
BELONGING(EVERYMAN)
CARE(CAREGIVER)
INNOCENCE(IDEALIST)
CONTROL(RULER)
KNOWLEDGE(GURU)
CONFIDENCE(CATALYST)Idealbeauty
Localbeautybrand
Howdoesitfeeltoworkinmarketresearch?
• TapestryWorks andAsiaResearchcollectedfeedbackonthecurrentandidealfeelingsof270AsianmarketresearchersusingStoryWorks®visualcardsorts.Thequestionstook2minutestocomplete.
• Thegapbetweencurrentandidealjobfeelingscorrelatedhighlywithmeasuresoffutureintentionsandjobsatisfaction.
PositivefeelingsfocusedonKnowledge,Control,BelongingandalittleDiscovery
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50%COURAGE(WARRIOR)
CREATIVITY(ARTIST)
DISCOVERY(EXPLORER)
FREEDOM(REBEL)
FUN(JOKER)
LOVE(SEDUCER)
BELONGING(EVERYMAN)
NURTURE(CAREGIVER)
INNOCENCE(IDEALIST)
CONTROL(RULER)
KNOWLEDGE(GURU)
MASTERY(CATALYST)
Positivefeelings
Q3Whichofthefollowingimagessumsupyourfeelingsaboutyourcurrentemployer?Selectasfeworasmanyasyoulike.
NegativefeelingsfocusedonChaosandIgnorance
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0%
10%
20%
30%
40%
50%WEAK(WARRIOR)
MEDIOCRE(ARTIST)
TRAPPED(EXPLORER)
TRIVIAL(REBEL)
BORED(JOKER)
ALONE(SEDUCER)
ISOLATED(EVERYMAN)
SELFISH(CAREGIVER)
BADLYBEHAVED(IDEALIST)
CHAOTIC(RULER)
IGNORANT(GURU)
SURPRISED(CATALYST)
Negativefeelings
Q3Whichofthefollowingimagessumsupyourfeelingsaboutyourcurrentemployer?Selectasfeworasmanyasyoulike.
KeygoalsareControl,Knowledge,BelongingandDiscovery
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CREATIVITY(ARTIST)
DISCOVERY(EXPLORER)
FREEDOM(REBEL)
FUN(JOKER)
LOVE(SEDUCER)
BELONGING(EVERYMAN)
NURTURE(CAREGIVER)
INNOCENCE(IDEALIST)
CONTROL(RULER)
KNOWLEDGE(GURU)
MASTERY(CATALYST)
Currentfeelings
Q3Whichofthefollowingimagessumsupyourfeelingsaboutyourcurrentemployer?Selectasfeworasmanyasyoulike.
KeygoalsareControl,Knowledge,BelongingandDiscovery
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0%
10%
20%
30%
40%
50%COURAGE(WARRIOR)
CREATIVITY(ARTIST)
DISCOVERY(EXPLORER)
FREEDOM(REBEL)
FUN(JOKER)
LOVE(SEDUCER)
BELONGING(EVERYMAN)
NURTURE(CAREGIVER)
INNOCENCE(IDEALIST)
CONTROL(RULER)
KNOWLEDGE(GURU)
MASTERY(CATALYST)
Currentfeelings
Q3Whichofthefollowingimagessumsupyourfeelingsaboutyourcurrentemployer?Selectasfeworasmanyasyoulike.
AsianmarketresearchersdesiremoreDiscoveryandCreativityandalittlemoreCare
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0%
10%
20%
30%
40%
50%COURAGE(WARRIOR)
CREATIVITY(ARTIST)
DISCOVERY(EXPLORER)
FREEDOM(REBEL)
FUN(JOKER)
LOVE(SEDUCER)
BELONGING(EVERYMAN)
NURTURE(CAREGIVER)
INNOCENCE(IDEALIST)
CONTROL(RULER)
KNOWLEDGE(GURU)
MASTERY(CATALYST)
Currentfeelings(total)
Idealemployer(total)
A3Whichofthefollowingimagessumsupyourfeelingsaboutyourcurrentemployer?A4Whichimageswouldsuitthatofyourideal employer?
Gapbetweenrealityandidealpredictsfutureintentions
-40
-20
0
20
40
60
80
100
TOTAL Will not stay
Not sure Quite likely to stay
Very likely to stay
Similaritybetweencurrent&
ideal(%)
A3Whichofthefollowingimagessumsupyourfeelingsaboutyourcurrentemployer?A4Whichimageswouldsuitthatofyouridealemployer?C6Howlikelyareyoutobewithyourcurrentemployer(witherinyourcurrentmarketoroverseas)inayear’stime?
Thosewhoplantoleaveshowalargegap,especiallyinareasofKnowledge(orIgnorance)
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0%10%20%30%40%50%60%70%80%
COURAGE(WARRIOR)
CREATIVITY(ARTIST)
DISCOVERY(EXPLORER)
FREEDOM(REBEL)
FUN(JOKER)
LOVE(SEDUCER)
BELONGING(EVERYMAN)
NURTURE(CAREGIVER)
INNOCENCE(IDEALIST)
CONTROL(RULER)
KNOWLEDGE(GURU)
MASTERY(CATALYST)
Currentfeelings(willnotstay)
Idealemployer(willnotstay)
A3Whichofthefollowingimagessumsupyourfeelingsaboutyourcurrentemployer?A4Whichimageswouldsuitthatofyourideal employer?
Thosewhoplantostayhaveasmallgapbetweenrealityanddesire
0%10%20%30%40%50%60%70%80%
COURAGE(WARRIOR)
CREATIVITY(ARTIST)
DISCOVERY(EXPLORER)
FREEDOM(REBEL)
FUN(JOKER)
LOVE(SEDUCER)
BELONGING(EVERYMAN)
NURTURE(CAREGIVER)
INNOCENCE(IDEALIST)
CONTROL(RULER)
KNOWLEDGE(GURU)
MASTERY(CATALYST)Currentfeelings(willstay)
Idealemployer(willstay)
A3Whichofthefollowingimagessumsupyourfeelingsaboutyourcurrentemployer?A4Whichimageswouldsuitthatofyourideal employer?
Thedifferenceisnotinwhatthosewhowanttostayorleavedesire…
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COURAGE(WARRIOR)
CREATIVITY(ARTIST)
DISCOVERY(EXPLORER)
FREEDOM(REBEL)
FUN(JOKER)
LOVE(SEDUCER)
BELONGING(EVERYMAN)
NURTURE(CAREGIVER)
INNOCENCE(IDEALIST)
CONTROL(RULER)
KNOWLEDGE(GURU)
MASTERY(CATALYST)
Idealemployer(willnotstay)
Idealemployer(willstay)
A3Whichofthefollowingimagessumsupyourfeelingsaboutyourcurrentemployer?A4Whichimageswouldsuitthatofyourideal employer?
…butratherinhowdifferentlytheyperceivetheircurrentsituation
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COURAGE(WARRIOR)
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DISCOVERY(EXPLORER)
FREEDOM(REBEL)
FUN(JOKER)
LOVE(SEDUCER)
BELONGING(EVERYMAN)
NURTURE(CAREGIVER)
INNOCENCE(IDEALIST)
CONTROL(RULER)
KNOWLEDGE(GURU)
MASTERY(CATALYST)Currentfeelings(willstay)
Currentfeelings(willnotstay)
A3Whichofthefollowingimagessumsupyourfeelingsaboutyourcurrentemployer?A4Whichimageswouldsuitthatofyourideal employer?
IndonesianmarketresearchersaremorepositivethanthosefromChinaandSingapore
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Currentfeelingsaboutemployer
Correlation betweencurrentandidealemployer
GreaterChina 37%India 82%
Indonesia 62%Singapore 56%60.7
47.6
70.756.7 55.1
39.352.4
29.343.3 44.9
0%
20%
40%
60%
80%
100%
TOTAL China India Indonesia Singapore
Positive Negative
A3Whichofthefollowingimagessumsupyourfeelingsaboutyourcurrentemployer?A4Whichimageswouldsuitthatofyourideal employer?
IndonesianmarketresearcherswantmoreConfidence,Courage,DiscoveryandBelonging
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0%
10%
20%
30%
40%
50%COURAGE(WARRIOR)
CREATIVITY(ARTIST)
DISCOVERY(EXPLORER)
FREEDOM(REBEL)
FUN(JOKER)
LOVE(SEDUCER)
BELONGING(EVERYMAN)
CARE(CAREGIVER)
INNOCENCE(IDEALIST)
CONTROL(RULER)
KNOWLEDGE(GURU)
CONFIDENCE(CATALYST)Currentemployer
Idealemployer
Howcloseisrealitytowhatyourcustomersandemployeesdesire?
•Understandgoals
•Createtherightfeeling
•Closethegap