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RESEARCH THAT LIVES ON

RESEARCH THAT LIVES ON

These four words sum up our ethos at Tapestry.

We believe that to have an impact, research has to live on beyond a nice looking Powerpoint deck – and to do that means being set-up a little differently to other research agencies.

At Tapestry we have three key disciplines: researchers, modelers and narrators. This combination of expertise allows us to design studies that utilise the latest techniques and thinking, model the data to extract the most value out of it, and combine all of this into a deliverable that is compelling.

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Research Approaches

Understanding the consumer decision journey

Everyone’s on their way somewhere. They might be journeying towards a new car, a new washing powder or a new life. Our journey work helps you understand what they do, when they do it and how to connect to them at each point in their path. Ultimately, it will allow you to influence exactly where they go at the journey’s end. 

We’ve explored the consumer journey in a huge range of categories, from the considered big purchase (e.g. cars, computers) to smaller, habitual buys (e.g. personal care, grocery shopping) and even bigger life goals (e.g. financial planning, weight loss and fitness goals). Understanding the journey is only the first part of what we do. Once we know the journey we help you activate the insight with media, brand or behavioural modelling and “what if…?” scenario planning.

Tapestry’s approach to the decision journey gets us right to the heart of how consumers navigate different types of decisions and purchases. With their help we uncovered some truly unique insights into how consumers tackle health and wellness goals, the media that they turn to for support and the role that brands can play to become partners in the lifelong journey to wellbeing. What makes Tapestry really stand out is their ability to turn journey insights into actionable information, helping Microsoft and our advertising partners better meet the needs of our consumers at every step of their journey.
— MICROSOFT
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Segmenting audiences

Segmentations are part science, part art.

Essential to any segmentation is a strong mathematical foundation. If the segments aren’t strongly differentiated then cracks will appear once you start using it. The art bit comes from knowing which variables to use in the survey, and how to use and fine tune them. 

In many ways creating the segments is the easy part often the real challenge comes in bringing them to life and implementing them for your CRM and media planning. That’s where experience counts. We’ve worked on numerous segmentations all over the world across a wide range of categories including travel, automotive, financial services, fashion and TV viewing. 

Tapestry not only delivered on their promises - delivering on the objectives, on budget, on time, but did something that few agencies have done. They took the whole business on the journey, becoming part of the team, understanding our issues, helping us find ways of working through them. Ultimately they delivered a piece of work that not only is inherent to the marketing department helping us plan our media, our CRM etc, but the whole business.
— TOBY SHAW, CELEBRITY CRUISES
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Positioning & developing brands

To develop your brand or product, and to then talk about it in the most compelling way, you first need to understand what consumers want.
 
Our work with brands starts with the consumer point of view. With smart questionnaire design and even smarter modelling, we build the structure of the market, identify the white spaces and then simulate what happens when you introduce a new product or talk about your brand in a new way. 

Underpinning this is sophisticated mathematics – Bayesian Inference – allowing us to identify where you can make changes and what happens when you do. That’s where our analysis and interpretation comes in, ensuring you make better decisions to grow your brands. 

 
It’s been a great experience. The quality of the outputs and the thinking in particular were standout, as was the commercial awareness and understanding of the objectives and proposition. The input from Tapestry and the integration of the quant was also seamless and appreciated.
— CHLOE SHURE, LLOYDS PHARMACY (CELESIO)
 
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Tracking brands & marketing

Traditionally tracking studies have given you a good picture of what happened a couple of months ago and maybe some insight into why it happened. 

We think tracking should do more than describe the recent past. By adding more specific media consumption questions and using respondent-level modelling techniques, we identify exactly how your campaigns are performing and which channels are contributing the most to the performance. 

With the right brand drivers included, we can show which attributes are most affected by marketing and how they relate to sales. This needs sophisticated modelling to combine a variety of sources but, as a result, we can carry out truly actionable tracking for you or quickly improve the tracking you already have. 

Tapestry’s audience tracking survey is vital to help us keep our quality of work high and help us to attract new audiences -  and to report to our funding bodies in financially difficult times. Tapestry aren’t just another agency. They are in a true partnership with the RSC, understanding our challenges and delivering robust and insightful research in an environment of constant change. The world of theatre is one which responds well to storytelling and creative approaches (even in quantitative research!). Tapestry combines these with consistent delivery and a friendly and accessible approach to those who are less familiar with research methodologies.
— BECKY LOFTUS, HEAD OF AUDIENCE INSIGHT, ROYAL SHAKESPEARE COMPANY
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Understanding the media landscape

We all know it’s getting more difficult to make sense of the media landscape. The birth of a new media is often seized upon to predict the decline of another, whereas in reality all media are evolving to adjust to the new reality. 

Making sense of the new landscape means working with an agency that takes a wider view of it. Through our work in areas such as the consumer decision journey and campaign evaluation, we have a strong understanding of the way different media is consumed and its potential in a campaign.

We have expertise in ad sales research, helping media owners to create interesting stories to bring their audiences and properties to life in a compelling and convincing story (it helps that several of the senior team are ex-media agency so we know what will cut it with agencies).

The service we received from Tapestry was second to none – intelligent, thoughtful and knowledgeable, they were always quick to respond. Viacom were delighted with the result and the study is being presented extensively. We would have no hesitation in strongly recommending Tapestry as an agency.

AN INTRODUCTION TO TV NEED STATES
(TAPESTRY & THINKBOX)

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Exploring new ad formats

One of the most interesting areas that we work in is evaluating the impact of new ad formats, and identifying guidelines for best practice. Some of the (fairly) recent studies we’ve designed include native advertising and ad personalisation. 

To avoid conditioning consumers often we have to employ clever (and fairly complex) designs so that we’re testing the ad in as natural an environment as possible; when you’re testing ads that are personalised to each respondent (as we did with PHD) this can be particularly challenging.

Click below for an example of a new study which brings to life our approach.  

The study has given real practical insight into the combination of elements that make effective native advertising. It has provided direction for both publishers and advertisers, as well as confirming the value of context. Tapestry brought a creative and insightful methodology, and excellent analysis and intepretation to produce clear results.
— TIM CAIN, AOP
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Modeling & Analytics

WE’RE ADEPT AT MANAGING AND USING DATA IN ANY FORMAT - SURVEY DATA, SALES DATA, CLICKSTREAM, SOCIAL MEDIA DATA - ANYTHING IN FACT WITH A NUMBER IN IT.

In short, we like numbers. But, numbers don’t tell a story nor are they a crystal ball to look into the future.

To make full use of numbers you need the mathematical power to utilise them in models, and you also need the experience and expertise to derive insights from them.

Tapestry’s analytics is powered by Pointlogic, our majority shareholder and provider of planning software to most of the world’s biggest media agencies. Pointlogic employs some of the smartest mathematicians and econometricians in the industry and they give us unrivalled analytical power when it comes to building segmentations and simulators.

The simulators allow us to carry out ‘what if…?’ analysis so that we can use information from the past to guide strategy in the future. We then communicate the key insights in custom-made infographics and deliverables which bring the findings to life.

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Storytelling & design

 
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Case Studies

LOTS OF THE WORK WE DO LIVES ON IN THE MEDIA, IN OUR CLIENTS' BUSINESS AND ACROSS INDUSTRY AWARDS. BELOW IS A SELECTION OF JUST SOME OF OUR MOST PUBLIC FACING STUDIES.

Case Studies

LOTS OF THE WORK WE DO LIVES ON IN THE MEDIA, IN OUR CLIENTS' BUSINESS AND ACROSS INDUSTRY AWARDS. BELOW IS A SELECTION OF JUST SOME OF OUR MOST PUBLIC FACING STUDIES.

+ Where’s the best city to live right now?

Time out

That was the question Time Out wanted to answer. We helped them by asking 20,000 people in 18 cities around the world what they really thought.

The study cemented Time Out’s status as the city-living experts. It resulted in an unprecedented 15 page special in the 22 Nov 2016 London issue, countless PR spin-offs and extensive online coverage.

What got everyone so excited? From all the info we gathered, we fo3nd five key criteria for a city to seduce its inhabitants:

Its buzz: An inspiring plethora of things to do. Even if life can be stressful (dating in New York, crime in Mexico City), a city’s dynamism outweighs these worries.
Its food and drink: Great restaurants, great bars.
Its diversity: Not just its people, but a variety of neighbourhoods to explore.

Its work/life balance: People in the highest-rated cities work three hours per week less than those in the lowest-rated. But staying up (and drinking) all night can make people jaded; party-mad Sydney and Miami don’t make the top ten.
Its friendliness: Plenty of smiles and a willingness to chat.

So which city topped the list? Chicago ticks all of the above boxes. People living there have their work/life balance nailed: they enjoy a night on the town 6+ times a month, take strolls around different areas of the city, make frequent trips to the gym and are partial to a chin-wag with a stranger. After so much activity, they get more sleep than any other city, so they can do it all again the next day.

“This study was fun in so many ways, from Tapestry’s engaging survey design right through to the final results. Tapestry instinctively knew what we wanted, and the level of detail combined with the big picture findings was impressive. It has been one of the most important pieces of research we’ve done and we couldn’t have chosen a better partner for it.”



Why marketers need to stop pushing age stereotypes

A new study by Tapestry & Flamingo in partnership with The Age of No Retirement


 

MORE OF OUR PUBLIC FACING STUDIES...




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Contact us

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London
Ian Wright
1-2 St John’s Path
London
EC1M 4DD

e: ian@tapestryresearch.com
t: +44 203 475 8198

New York
Michelle Darcy
120 E 23rd St
New York
NY 10010

e: michelle@tapestryresearch.com
t: +1 347 782 1216

Singapore
Vivian Lu
100 Cecil Street #10-01
The Globe
Singapore 069532

e: vivian@tapestryresearch.com
t: +65 9650 6023