The ninth annual edition of the fast.MAP Marketing-GAP report exposes the difference between marketers' perception of consumer attitudes and behaviours and what they really think. David Cole, Managing Director and Founder of fast.MAP, talks about the gap between marketers and consumers, and addresses ways to close the gap through online, pre-campaign testing. Hot topics covered in this year's tracker include: coupon use, consumer reviews, the popularity of direct mail and the importance of consumer social responsibility to consumers. Read and download the full report at www.fastmap.com

2. #marketinggap
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1,380
interviews

8. #marketinggap

9. #marketinggap
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13. #marketinggap

18. 1%
5%
3%
3%
1%
9%
8%
20%
50%
0% 10% 20% 30% 40% 50% 60%
Twitter
No Preference
Mobile Phone Call
SMS messaging
Social Media
Telephone
Would prefer not to be
contacted at all
Direct Mail
Email
What is your preferred method of communicationfrom marketing companies?
Source:fast.MAP Marketing-GAP, August 2013
Companies which you have
an existing relationship
with - 2011Cons%
Companies which you have
an existing relationship
with - 2012Cons%
Consumer -Companies
which you have an existing
relationship with -
2013Cons%
Marketers - Companies
which you have an existing
relationship with - 2013

19. 1%
5%
3%
3%
1%
9%
8%
20%
50%
0% 10% 20% 30% 40% 50% 60%
Twitter
No Preference
Mobile Phone Call
SMS messaging
Social Media
Telephone
Would prefer not to be
contacted at all
Direct Mail
Email
What is your preferred method of communicationfrom marketing companies?
Source:fast.MAP Marketing-GAP, August 2013
Companies which you have
an existing relationship
with - 2011Cons%
Companies which you have
an existing relationship
with - 2012Cons%
Consumer -Companies
which you have an existing
relationship with -
2013Cons%
Marketers - Companies
which you have an existing
relationship with - 2013

20. 1%
5%
3%
3%
1%
9%
8%
20%
50%
0% 10% 20% 30% 40% 50% 60%
Twitter
No Preference
Mobile Phone Call
SMS messaging
Social Media
Telephone
Would prefer not to be
contacted at all
Direct Mail
Email
What is your preferred method of communicationfrom marketing companies?
Source:fast.MAP Marketing-GAP, August 2013
Companies which you have
an existing relationship
with - 2011Cons%
Companies which you have
an existing relationship
with - 2012Cons%
Consumer -Companies
which you have an existing
relationship with -
2013Cons%
Marketers - Companies
which you have an existing
relationship with - 2013

21. 0% 10% 20% 30% 40% 50% 60%
Twitter
No Preference
Mobile Phone Call
SMS messaging
Social Media
Telephone
Would prefer not to be
contacted at all
Direct Mail
Email
What is your preferred method of communicationfrom marketing companies?
Source:fast.MAP Marketing-GAP, August 2013
Companies which you have
an existing relationship
with - 2011Cons%
Companies which you have
an existing relationship
with - 2012Cons%
Consumer -Companies
which you have an existing
relationship with -
2013Cons%
Marketers - Companies
which you have an existing
relationship with - 2013

30. #marketinggap
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31. #marketinggap

32. #marketinggap
27%
39%
31%
0% 10% 20% 30% 40% 50% 60% 70%
Never
Regularly
Occasionally
Do you redeem couponsor vouchersi.e. money off vouchersthat you might get through the post, email, mobile phone or
newspapers/magazines?
Source:fast.MAP Marketing-GAP, August 2013

33. #marketinggap
27%
39%
31%
8%
29%
63%
7%
31%
62%
0% 10% 20% 30% 40% 50% 60% 70%
Never
Regularly
Occasionally
Do you redeem couponsor vouchersi.e. money off vouchersthat you might get through the post, email, mobile phone or
newspapers/magazines?
Source:fast.MAP Marketing-GAP, August 2013

34. #marketinggap
27%
39%
31%
8%
29%
63%
7%
31%
62%
0% 10% 20% 30% 40% 50% 60% 70%
Never
Regularly
Occasionally
Do you redeem couponsor vouchersi.e. money off vouchersthat you might get through the post, email, mobile phone or
newspapers/magazines?
Source:fast.MAP Marketing-GAP, August 2013

35. #marketinggap
0% 10% 20% 30% 40% 50% 60% 70% 80%
Never
Occasionally
Regularly
Do you redeem couponsor vouchersi.e. money off vouchersthat you might get through the post, email, mobile phone or
newspapers/magazines? - AGE AND GENDER
Source:fast.MAP Marketing-GAP, August 2013
Over 65
55-64
44-54
35-44
25-34
18-24
Female
Male

36. #marketinggap
0% 10% 20% 30% 40% 50% 60% 70% 80%
Never
Occasionally
Regularly
Do you redeem couponsor vouchersi.e. money off vouchersthat you might get through the post, email, mobile phone or
newspapers/magazines? - AGE AND GENDER
Source:fast.MAP Marketing-GAP, August 2013
Over 65
55-64
44-54
35-44
25-34
18-24
Female
Male

37. #marketinggap
0% 10% 20% 30% 40% 50% 60% 70% 80%
Never
Occasionally
Regularly
Do you redeem couponsor vouchersi.e. money off vouchersthat you might get through the post, email, mobile phone or
newspapers/magazines? - AGE AND GENDER
Source:fast.MAP Marketing-GAP, August 2013
Over 65
55-64
44-54
35-44
25-34
18-24
Female
Male

38. #marketinggap
0% 10% 20% 30% 40% 50% 60% 70% 80%
Never
Occasionally
Regularly
Do you redeem couponsor vouchersi.e. money off vouchersthat you might get through the post, email, mobile phone or
newspapers/magazines? - AGE AND GENDER
Source:fast.MAP Marketing-GAP, August 2013
Over 65
55-64
44-54
35-44
25-34
18-24
Female
Male

39. #marketinggap
0% 10% 20% 30% 40% 50% 60% 70% 80%
Never
Occasionally
Regularly
Do you redeem couponsor vouchersi.e. money off vouchersthat you might get through the post, email, mobile phone or
newspapers/magazines? - AGE AND GENDER
Source:fast.MAP Marketing-GAP, August 2013
Over 65
55-64
44-54
35-44
25-34
18-24
Female
Male

40. #marketinggap

41. #marketinggap
16%
23%
37%
57%
0% 20% 40% 60% 80% 100% 120%
20p
50p
£1
£5
Is there a minimum face value below which you are not motivated to save and redeem coupons?
Source:fast.MAP Marketing-GAP, August 2013
2013 Consumers would redeem
2013 Marketers perception of consumers who
redeem

42. #marketinggap
16%
23%
37%
57%
64%
81%
93%
97%
0% 20% 40% 60% 80% 100% 120%
20p
50p
£1
£5
Is there a minimum face value below which you are not motivated to save and redeem coupons?
Source:fast.MAP Marketing-GAP, August 2013
2013 Consumers would redeem
2013 Marketers perception of consumers who
redeem

43. #marketinggap

44. #marketinggap0% 10% 20% 30% 40% 50% 60% 70% 80%
At friends/relatives/colleagues
Street, shopping centre or in the community
In and around a store
An event
Postal sample
Sample you asked for online
I have not bought a product as a result of a trial
In the last 12 monthshave you bought a product for the first time becauseyou had trialled it free first? Please tick all that apply:
- AGE AND GENDER
Source:fast.MAP Marketing-GAP, August 2013
Over 65
55-64
44-54
35-44
25-34
18-24
Female
Male

45. #marketinggap0% 10% 20% 30% 40% 50% 60% 70% 80%
At friends/relatives/colleagues
Street, shopping centre or in the community
In and around a store
An event
Postal sample
Sample you asked for online
I have not bought a product as a result of a trial
In the last 12 monthshave you bought a product for the first time becauseyou had trialled it free first? Please tick all that apply:
- AGE AND GENDER
Source:fast.MAP Marketing-GAP, August 2013
Over 65
55-64
44-54
35-44
25-34
18-24
Female
Male

46. #marketinggap

47. #marketinggap
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50. 25%
19%
20%
13%
12%
11%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Very important
Quite important
Neither important nor unimportant
Quite unimportant
Very unimportant
Don’t know what this is
When buying productsor services, how important is an organisation’’approach to corporate social responsibility ?
Source:fast.MAP Marketing-GAP, August 2013
Marketers perception of consumer attitudes
Consumer attitudes

51. 23%
37%
29%
3%
4%
4%
25%
19%
20%
13%
12%
11%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Very important
Quite important
Neither important nor unimportant
Quite unimportant
Very unimportant
Don’t know what this is
When buying productsor services, how important is an organisation’’approach to corporate social responsibility ?
Source:fast.MAP Marketing-GAP, August 2013
Marketers perception of consumer attitudes
Consumer attitudes

52. 23%
37%
29%
3%
4%
4%
25%
19%
20%
13%
12%
11%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Very important
Quite important
Neither important nor unimportant
Quite unimportant
Very unimportant
Don’t know what this is
When buying productsor services, how important is an organisation’’approach to corporate social responsibility ?
Source:fast.MAP Marketing-GAP, August 2013
Marketers perception of consumer attitudes
Consumer attitudes

54. 0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Very important
Quite important
Neither important nor unimportant
Quite unimportant
Very unimportant
Don’t know what this is
When buying productsor services, how important is an organisation'sapproach to CorporateSocial Responsibility?
- AGE AND GENDER
Source:fast.MAP Marketing-GAP, August 2013
Over 65
55-64
44-54
35-44
25-34
18-24
Female
Male

55. 0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Very important
Quite important
Neither important nor unimportant
Quite unimportant
Very unimportant
Don’t know what this is
When buying productsor services, how important is an organisation'sapproach to CorporateSocial Responsibility?
- AGE AND GENDER
Source:fast.MAP Marketing-GAP, August 2013
Over 65
55-64
44-54
35-44
25-34
18-24
Female
Male

57. 0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Very important
Quite important
Neither important nor unimportant
Quite unimportant
Very unimportant
Don’t know what this is
When buying productsor services, how important is an organisation'sapproach to CorporateSocial Responsibility?
- AGE AND GENDER
Source:fast.MAP Marketing-GAP, August 2013
Over 65
55-64
44-54
35-44
25-34
18-24
Female
Male

59. 23%
16%
15%
17%
29%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
To share negative experiences
To share positive experiences
To take part in a competition or prize draw
To share positive and negative experiences
I never write reviews
What motivatesyou to write reviews of brands and products?
Source:fast.MAP Marketing-GAP, August 2013
Marketers perception of consumer attitudes
Consumer attitudes

60. 4%
10%
13%
32%
42%
23%
16%
15%
17%
29%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
To share negative experiences
To share positive experiences
To take part in a competition or prize draw
To share positive and negative experiences
I never write reviews
What motivatesyou to write reviews of brands and products?
Source:fast.MAP Marketing-GAP, August 2013
Marketers perception of consumer attitudes
Consumer attitudes

61. 0% 10% 20% 30% 40% 50% 60%
To share positive experiences
To share negative experiences
To take part in a competition or prize draw
To share positive and negative experiences
I never write reviews
What motivatesyou to write reviews of brands and products? - AGE AND GENDER
Source:fast.MAP Marketing-GAP, August 2013
Over 65
55-64
44-54
35-44
25-34
18-24
Female
Male

62. #marketinggap

63. #marketinggap

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82. 0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
1. Everybodys Grandparents
2. Comfortable People
3. Deal Seekers
4. Nice People
5. Stretched People
6. Unknown
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83. 0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
1. Everybodys Grandparents
2. Comfortable People
3. Deal Seekers
4. Nice People
5. Stretched People
6. Unknown
Organic Hotel Green/Organic Vouchers £30 M&S Vouchers Green Box None

86. Question 1 Volume Percent
I consider myself a propertyentrepreneur and activelyinvest
in different properties for financial gain
145 5%
Whilst I have not invested in propertybefore (other than the
propertyI live in) I could be interested in learning more
1,170 37%
I never have or wish to invest in propertyfor financial gain 1,882 59%
Overall 3,197 100%

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100. #marketinggap

101. #marketinggap

102. 
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103. 
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104. 0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
AB
C1
C2D

106. 0%
10%
20%
30%
40%
50%
60%
70%
18-65 employed

107. 0%
20%
40%
60%
80%

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