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.
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
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 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
better understand consumers.
to understand them, because
they spend a lot of time with them.
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.
can get closer.
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.
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%
95% of Belgian and 94% of Dutch consumers make efforts to
maintain their health. They think the most efficient ways to do this
good avoiding lots of movement avoiding
personal unhealthy and exercise unhealthy
hygiene habits food
32% 29% 19% 14%
9% 34% 29% 18%
The top 2 ways youngsters distinguish themselves
from their peers are looks and skills.
The Most popular brands
Dolce & Gabbana
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.