Meet The Joneses - The Results

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The Meet the Joneses test launched back in July 2009 in cooperation with Stichting Marketing and NIMA. Over five hundred marketers from Belgium and the Netherlands participated.
The test aimed to discover how well marketers are connected with consumers.

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Meet The Joneses - The Results

  1. 1. How connected are you? Results Meet the Jones Quiz • Kristof De Wulf, Managing Partner, InSites Consulting • Dennis Claus,Senior Research Executive , InSites Consulting • Thomas Ghys, Quantitative Research Consultant, InSites Consulting
  2. 2. InSites Consulting conducted an online survey amongst 631 Belgian and 411 Dutch consumers and invited marketers to match the answers of their target group. 509 Belgian and 313 Dutch marketers participated.
  3. 3. Marketers acknowledged they are not the same as their target groups, but were confident about their knowledge. 2 out of 3 even claimed  to know what their consumers want.  to look at their own behavior to tt better understand consumers.  to understand them, because they spend a lot of time with them.
  4. 4. They passed the test, but it was very close. Belgian marketers scored 53% and Dutch marketers 54%.
  years of experience  involvement in consumer marketing  how well they think they know their target group had NO effect on the final score. Everyone can get closer.
  5. 5. Some
insights
from
the
Meet the Joneses test

  6. 6. Brands Matter! of consumers say the brand is the most important criterion for purchase decisions. Half of consumers choose an A-brand for at least 6 out of 10 purchases.
  7. 7. Only 7% of Belgian and 16% of Dutch consumers changed their buying behavior in the supermarket or specialty store since the financial crisis. Moreover, they will never save on… daily food children’s education personal care 67%
 46%
 29%
 71%
 47%
 34%

  8. 8. 95% of Belgian and 94% of Dutch consumers make efforts to maintain their health. They think the most efficient ways to do this are… good

 avoiding
 lots
of
movement
 avoiding
 personal
 
unhealthy

 and
exercise
 
unhealthy

 hygiene
 habits
 food
 32%
 29%
 19%
 14%
 9%
 34%
 29%
 18%

  9. 9. The top 2 ways youngsters distinguish themselves from their peers are looks and skills. The Most popular brands Dolce & Gabbana Mc Donald's Red Bull L'Oreal Samsung
  10. 10. Connected 14%
 update their profile or status on a Consumer 5%
 social network site at least daily. 31%
download music illegally 49%
on a monthly basis. 53%
are members of 47%
an online social network. 27%
 have uploaded a 30%
 movie on Youtube. 67%
say people can’t live 82%
without the internet anymore.
  11. 11. Want to learn more? LISTEN TO YOUR CONSUMERS
  12. 12. And
test
whether
your
are
more
connected
when
the
Joneses
 return
next
year.


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