Meet the Joneses 2010 - Results for Belgium & the Netherlands

Meet the Joneses 2010 - Results for Belgium & the Netherlands
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
Last year, the Joneses tested 509 Belgian and 313 Dutch marketers to learn how ‘connected’ they were with their target consumers. To find out how marketers are doing this year… With special thanks to our partners © InSites Consulting Meet the Joneses 2010 2
…the Joneses interviewed 300 consumers from Belgium and the Netherlands about their daily life… © InSites Consulting Meet the Joneses 2010 3
…and presented the same set of questions to 694 Belgian and 375 Dutch marketers, who had to imagine how their target consumers had responded. © InSites Consulting Meet the Joneses 2010 4
But first marketers were asked questions about themselves. Jack’s old marketing books inspired the Joneses to measure how strongly marketers identify with their consumers. Far apart 8% 7% Close but different 12% 8% A very small 9% 7% overla p A small overla p 11% 16% A moderate overla p 28% 35% A large overla p 19% 17% A very large overla p 8% 7% © InSites Consulting A total overla p 4% 3% Meet the Joneses 2010 5
Although marketers think they are not the same as their consumers, they are confident about their knowledge. More than two out of three marketers claim to know what consumers want and how to build strong brands. Half of marketers even believe they can predict consumers’ behaviour. © InSites Consulting Meet the Joneses 2010 6
Despite their confidence, all marketers failed the test! But we know reading the mind of consumers isn’t easy. As the level of difficulty varies from year to year, we recalculated the results to a mean score of 50% for all marketers. 14% 12% 10% 8% 6% 4% 2% 0% 44 46 48 50 52 54 56 58 60 62 38 42 © InSites Consulting Meet the Joneses 2010 7
Consumer insights Below you find an overview of the themes included in the test. Health consciousness Let’s start with some exercise and a healthy snack! How often do your consumers do sports? Are they trying to lose weight and how would they go about it? Do they check the ingredients and calories of the products they buy? Work & Life This section covers the balance between work and life. You will also learn who does what around the house. A reason for men to get nervous. Leisure Time for a break. Let’s think about the ideal type of holiday and make plans for the weekend. Shopping Listen to what excites consumers in the supermarket and to what drives them mad. Also take note of the categories in which A-brands are bought most often. After a spending spree on clothes, it is necessary to look at what consumers are saving on. Personal finance In these times of economic downturn and financial scandals, do consumers still trust the people who hold their savings? Social media & Devices This topic covers ‘being connected’ in a literal way. Which devices do people use and to what extent do they connect through social media? Environment Are people aware of the environmental impact of their purchases and consumption and what do they see as the best way to reduce it? Are they ready to switch to electric cars and reduce air pollution? Inside the mind of the consumer © InSites Consulting A look at today’s consumer trends and bringing the animal kingdom to brands. Marketers, keep these trends on your radar and be aware that your brand associations may not be those of your average consumer. Meet the Joneses 2010 8
How to read this report Question asked to consumers? Conclusions Consumer insights The conclusions summarize the consumer insight and review marketer’s knowledge on the subject. Here we show the consumer results on the questions highlighted in blue. Marketers can obtain one of three scores: They know what the consumer thinks and feels about this subject The results for different countries are clearly indicated by icons as in the example below. C They have some insight into subject, but there are gaps in their knowledge F Marketers are completely lost. Read these slides carefully! 4,5 4,7 3,0 Country specifics 2,2 The yellow post-it is reserved for additional country-specific insights. If there are facts about Belgian or Dutch consumers marketers should know about, we describe them here. Actual hours of exercising per week Aspired hours of exercising per week © InSites Consulting Meet the Joneses 2010 9
Consumer insights Health consciousness Let’s start with some exercise and a healthy snack! How often do your consumers do sports? Are they trying to lose weight and how would they go about it? Do they check the ingredients and calories of the products they buy? Work & Life This section covers the balance between work and life. You will also learn who does what around the house. A reason for men to get nervous. Leisure Time for a break. Let’s think about the ideal type of holiday and make plans for the weekend. Shopping Listen to what excites consumers in the supermarket and what drives them mad. Also take note of the categories in which A- brands are bought most often. After a spending spree on clothes, it is necessary to look at what consumers are saving on. Personal finance In these times of economic downturn and financial scandals, do consumers still trust the people who hold their savings? Social media & Devices This topic covers ‘being connected’ in a literal way. Which devices do people use and to what extent do they connect through social media? Environment Are people aware of the environmental impact of their purchases and consumption and what do they see as the best way to reduce it? Are they ready to switch to electric cars and reduce air pollution? Inside the mind of the consumer © InSites Consulting A look at today’s consumer trends and bringing the animal kingdom to brands. Marketers, keep these trends on your radar and be aware that your brand associations may not be those of your average consumer. Meet the Joneses 2010 10
Health consciousness Exercise C On average, how many hours a week do you do sports? How many hours a week would you like to do sports? Belgians get only half as much exercise as they would like. The Dutch live up more closely to their expectations and do sports significantly more. 37% of Belgians and 43% of Dutch people 4,7 exercise at least two hours a week. Half of 4,5 marketers underestimate these numbers. 3,0 2,2 30% 33% Actual hours of exercising per week Aspired hours of exercising per week % of people who NEVER exercise © InSites Consulting Meet the Joneses 2010 11
Health consciousness Ingredients and Calories How often do you read the ingredients list on the packaging of a drink or food product? Belgian consumers are the most Not asked avid readers of product labels, while the 48% 27% 25% Dutch check labels more occasionally. Three in five Belgian and two in three Dutch find it important to know how many kilocalories food products contain. (not shown 39% 38% 23% here) Despite the perceived importance, calories Often to always Once in a while Rarely or never are strongly overestimated. The most important lesson is that people Could you indicate how many kilocalories these food products contain? do read the ingredients. Only about 5% of consumers never checks product labels. Actual number of calories 800 700 660 600 500 400 300 258 200 168 168 100 105 0 A bag of crisps Stella 25 cl bottle Bottle of cola OLA rocket Snickers chocolate bar © InSites Consulting Meet the Joneses 2010 12
Health consciousness Losing weight Currently on a diet? 40% 35% More than one in three consumers is currently on a diet. To lose weight they would drop unhealthy food products first. On average, two in five marketers correctly estimated the percentage of consumers currently on a diet, while the others were close. Belgian marketers did an excellent job in What are the best ways to lose weight? listing what consumers say are the best three ways to lose weight. Avoiding unhealthy Avoiding unhealthy Dutch marketers, however, underestimate food products food products the importance of eating at fixed times. 1 Drinking water Eating at fixed times Belgians see much more effect in avoiding 2 fat altogether and drinking water. Eating fruit and veg Drinking water 3 © InSites Consulting Meet the Joneses 2010 13
Work & life Work-life balance How satisfied are you with your work-life balance? More than half of the Belgian workers are satisfied with their work-life balance. Two in three marketers underestimate this number. Maybe they are working too hard themselves? Can you indicate to what extent you are satisfied with your current time management? ... do my job 12% 65% properly Belgian women are much less satisfied about maintaining social contacts. Dutch ... do my job with satisf action 14% 61% women, however, don’t face this problem. ... give my f amily the time it 24% 49% deserves ... maintain my 34% 39% social contacts ... organise my 35% 36% household ... relax 34% 34% © InSites Consulting Dissatisfied Satisfied Note: Neutral answers are omitted. Meet the Joneses 2010 15
Work & life Work-life balance How satisfied are you with your work-life balance? The Dutch are most satisfied about their work-life balance. They cope better with all aspects of time management and are happier about relaxing and doing their job with satisfaction. Can you indicate to what extent you are satisfied with your current time In line with Belgium, two in three marketers management? underestimate this number. ... do my job 9% 71% properly ... do my job with 8% 71% satisf action Compared to Belgium, Dutch women are much less satisfied about being able to ... maintain my relax. Are their husbands helping out enough 17% 49% social contacts in the household? ... give my f amily the time it 13% 49% deserves ... Relax 25% 47% ... organise my 27% 38% household © InSites Consulting Dissatisfied Satisfied Note: Neutral answers are omitted. Meet the Joneses 2010 16
Work & life Household chores Who usually does the following household tasks? When asked about which Not asked This chart shows the share of men and women who do the following household household chores they usually do, men chores themselves. select twice as many tasks as their partners are aware of. The new man is born! At least that’s what they claim… Men Women Tasks mostly reserved for men are putting 0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100% the bins out and washing the car. Women Shopping are more often in charge of cleaning, cooking, ironing and doing the laundry. Setting the table Kids don’t have to do many tasks, except for setting the table and doing the Doing the dishes dishes. Cooking Making the bed Putting the bins out Cleaning Doing the laundry Ironing Washing the car © InSites Consulting Meet the Joneses 2010 17
Leisure Type of holiday How do you prefer to go on holiday? Escaping from rainy cold winters and disappointing summers, most people prefer a holiday in the sun. The second most popular type of holiday is a city trip. Adventurous or active holidays are third. Nice job, marketers, you were all spot on! Belgians are keener on going on holiday in general. In addition winter sports, wellness and gastronomical vacations are much more popular. 3 Active / adventurous © InSites Consulting Meet the Joneses 2010 19
Leisure Planning a night out Great job, marketers! You know people want to hang out with their friends and relax at the end of the Want to find out the main reasons why people go out? week. Being with friends is the most important reason to plan a night out, regardless of country, age or gender. Second in line is the need to relax, which the Dutch value most highly. Could this be the reason why they are more satisfied about their work-life balance? Almost equally important is having quality time with your partner. The Dutch, however, mention this reason much less often than Belgian people. Meet the Joneses likes this Meet the Joneses Hey marketers, any plans for the weekend?... © InSites Consulting Meet the Joneses 2010 20
Consumer insights Health consciousness Let’s start with some exercise and a healthy snack! How often do your consumers do sports? Are they trying to lose weight and how would they go about it? Do they check the ingredients and calories of the products they buy? Work & Life This section covers the balance between work and life. You will also learn who does what around the house. A reason for men to get nervous. Leisure Time for a break. Let’s think about the ideal type of holiday and make plans for the weekend. Shopping Listen to what excites consumers in the supermarket and to what drives them mad. Also take note of the categories in which A-brands are bought most often. After a spending spree on clothes, it is necessary to look at what consumers are saving on. Personal finance In these times of economic downturn and financial scandals, do consumers still trust the people who hold their savings? Social media & Devices This topic covers ‘being connected’ in a literal way. Which devices do people use and to what extent do they connect through social media? Environment Are people aware of the environmental impact of their purchases and consumption and what do they see as the best way to reduce it? Are they ready to switch to electric cars and reduce air pollution? Inside the mind of the consumer © InSites Consulting A look at today’s consumer trends and bringing the animal kingdom to brands. Marketers, keep these trends on your radar and be aware that your brand associations may not be those of your average consumer. Meet the Joneses 2010 21
Shopping Likes & dislikes at the supermarket What do you appreciate when doing your shopping at the supermarket? Fresh products and clearly marked prices are much appreciated, especially among Belgian consumers. Short queues at Long queues are the number one 1 Fresh products the registers source of irritation in the supermarket. Marketers know that long queues are the Prices are worst. Most also understand that out-of- 2 Fresh products clearly marked stock products and unpleasant contact with shop employees can ruin the shopping experience. The products Short queues at 3 the registers are easy to retrieve What do you hate when doing your shopping at the supermarket? Long queues at Long queues at 1 the registers the registers Unfriendly Products which 2 cashiers are out of stock Bustle / 3 Untidy shops Crowded stores © InSites Consulting Meet the Joneses 2010 22
Shopping A-brands vs. white labels How often do you buy A-brands and how often do you take other brands? Beer is the category in which Top 3 categories for A-brands consumers most often opt for Beer Spirits Chocolates A-brands. 7% Compared to other countries, Belgians 13% 15% 14% are most keen on A-brands, especially when buying beer, personal care 22% 21% products, ice cream and water. 64% 64% Only one in four marketers knew it 80% was beer. Their top answer was personal care products, of which only Mainly/only A-brands Both A-and other brands Mainly/only other brands 61% of consumers mainly buy A- brands. Bottom 3 categories for A-brands Water Frozen products Milk 23% 30% 34% 33% 38% 45% 25% 44% 30% Mainly/only A-brands Both A-and other brands Mainly/only other brands © InSites Consulting Meet the Joneses 2010 23
Shopping A-brands vs. white labels How often you buy A-brands and how often you take other brands? Dutch consumers most often pick A- Top 3 categories for A-brands brands when buying beer and Beer Spirits Personal Care spirits. Dutch consumers are least loyal to 10% 12% 16% A-brands in general. They buy yoghurt, chocolate and soft 18% 47% drinks much less often from A- 27% brands than Belgians. 61% 72% 37% Two out of five Dutch marketers know beer is the dominant A-brand Mainly/only A brands Both A-and other brands Mainly/only other brands category. Bottom 3 categories for A-brands Water Yoghurt Frozen products 28% 27% 27% 22% 33% 34% 39% 40% 51% Mainly/only A-brands Both A-and other brands Mainly/only other brands © InSites Consulting Meet the Joneses 2010 24
Shopping Clothing When do you buy clothes? Consumers buy a lot of clothing during the sales period, but not as much as marketers suspect. Only during the sales Practically all marketers think the 7% 5% number of consumers who only buy Usually during the sales during sales period is higher than As often outside as during the sales 10%. 30% Usually outside the sales 31% Only outside the sales 43% 55% 17% 8% © InSites Consulting Meet the Joneses 2010 25
Shopping I will never save on… C Which of the following items are consumers least likely to economise on? Please select the 3 answers that you find most likely. Belgian and Dutch consumers would not easily skimp on daily I will never save on: top 3 answers food and children’s education. 67% When pressed to cut spending, Daily food consumers will save on sweets, 65% desserts and non-alcoholic drinks first. Children’s 53% education 50% Both Belgian and Dutch marketers picked daily food and children’s Leisure & 32% education as well. hobbies 33% Belgian marketers believe that consumers are unlikely to save on travelling, but the latter would rather I will never save on: bottom 3 answers cut back on travelling than to skimp on personal care products and leisure & hobbies. Telecommunication 6% services 8% Dutch marketers overestimate the willingness to save on personal care 8% products. Non-alcoholic drinks 6% Ice cream & 4% desserts 4% © InSites Consulting Meet the Joneses 2010 26
Personal finance Trust Would you say that, in the past 12 months, your faith in your bank has ... Almost a third of consumers say their faith in banks has decreased. 4% 65% 31% Consumers still trust their bank and their banker most, but have much less faith in governments 4% 65% 31% and the stock market. increased remained unchanged decreased Dutch consumers trust financial institutions significantly more than Belgians. To what extent do you trust ... Marketers are aware that 6,2 ... your bank government and financial markets 6,6 are least trusted. 6,2 ... your banker 6,2 5,2 ... online banks 5,9 5,2 ... banks in general 5,5 4,2 ... the government 4,8 ... the financial market 4,2 © InSites Consulting 4,8 Meet the Joneses 2010 28
Social media & devices Social media This screen summarizes the questions asked about social media. The results of the marketers are rated on the right-hand side. Consumers Marketers Internet users active on at least 1 social network website 69% 79% C Internet users who are a member of Facebook 57% 27% C C C Social network members who have both a personal and 12% 23% professional profile Social network members who use their mobile phone to 9% 10% connect to their social network C Social network members who cannot access their social 60% 57% network websites at work Facebook members who don’t trust this site 39% 15% C C © InSites Consulting Meet the Joneses 2010 30
Social media & devices Devices The mobile phone is still the most iPad 9:40 AM widespread device. Smartphones are catching up, however, especially How many of the following device types do you in the Netherlands where the own (and still use)?* penetration is twice as high as in Belgium. Regular mobile 91% 91% 78% 78% 74% Desktops and laptops are owned phone by two out of three people in all countries. Desktop 69% 69% 73% 68% 73% Marketers knew that the iPad has been adopted by less than 10% of people. Dutch marketers are also Laptop 69% 69% 68% 73% 72% quite right about the number of people who have a smartphone. Smartphone 19% 19% 37% 37% 47% Netbook 10% 10% 13% 13% 18% iPad 4% 4% 6% 6% 8% * Representative for online population © InSites Consulting Meet the Joneses 2010 31
Environment Consumption footprint C To what extent are you aware of the impact on the environment of the products that you buy and use? About two out of three consumers say they are aware of the 72% 67% environmental impact of their purchases A and consumption. W A In their view, reducing and recycling waste is the best way to improve the R environment. E Marketers strongly underestimate consumers’ awareness. Which of the following actions do you think are the best way to improve the environment? However, they do know consumers see most potential in reducing and 1 Reducing and recycling waste 44% 39% recycling waste. 2 Buying products that were produced in 22% 25% an environmentally-friendly way 3 Buying energy-efficient house 18% 16% appliances 4 Travelling around in a more 11% 13% environmentally-friendly way 5 Using less water 4% 8% © InSites Consulting Meet the Joneses 2010 33
Environment Next car purchase To what extent do you consider buying any of the following types at your next car purchase? For their next car, consumers are still most likely to opt for Petrol or diesel petrol or diesel. 13% 57% 16% 46% Hybrid and electric cars are already more popular alternatives than LPG. Certainly/probably not Certainly or probably Belgian consumers are more strongly considering electric cars. LPG 70% 9% In both countries, more than half of marketers thought less than one in ten 58% 9% people consider buying a hybrid car. Don’t underestimate consumers’ willingness to go hybrid or electric! Hybrid 37% 19% 44% 16% Electric 56% 15% 55% 9% © InSites Consulting Note: Neutral answers are omitted. Meet the Joneses 2010 34
Inside the mind of the consumer Consumer trends GENERAL CONSUMER TRENDS More than four out of five people admit they can no longer do without the Internet. Three out of five consumers agree that the average consumer lives in abundance and is overwhelmed by products. COUNTRY-SPECIFIC TRENDS More than one out of three Dutch people thinks a new day means new opportunities. They dare themselves to get the most out of life. One out of three Dutch and Belgian people indicate that health problems would prevent them from enjoying life. Half of Belgian and Dutch consumers indicate that regular experiences are no longer sufficient. How will you keep them excited, marketers? More than 2 out of 5 Belgian consumers say social contact is at the basis of a good quality of life. © InSites Consulting The conversations era has begun! Meet the Joneses 2010 36
Inside the mind of the consumer Animal branding Consumers were asked to select the animal type which they think fits best with the brands below. Marketers had to guess the strongest associations consumers had made. BRANDS INCLUDED ANIMALS TO CHOOSE FROM Penguin Monkey Elephant Lion Mouse Cat Dog Cow Bear Goldfish Crocodile Snake © InSites Consulting Meet the Joneses 2010 37
Inside the mind of the consumer Animal branding The strongest associations of consumers are shown on the left and those of marketers on the right. CONSUMER MARKETER When showing Heineken, marketers and Dutch consumers thinks of a strong lion. By contrast, the Belgian consumer couldn't have picked a weaker animal than the goldfish. Monkey see, monkey do. Heinz’ playful brand image might lead to its association with human’s closest relative. Consumers attribute cat-like features to Toyota. Belgian marketers are close, unlike Dutch marketers who pick the elephant most frequently. As expected, producer of dairy products Danone is most often associated with cows, both by marketers and consumers. © InSites Consulting Meet the Joneses 2010 38
All marketers should be close to their consumers, but some are already closer than others. The 2010 winners are… (Pepsico) © InSites Consulting (BinckBank) Meet the Joneses 2010 39
is it so important to stay connected with the consumer? © InSites Consulting Meet the Joneses 2010 40
NEW MASS MEDIA AVAILABLE TO EVERY CONSUMER TURNING WORD-OF-MOUTH INTO WORLD-OF-MOUTH CONSUMERS TRUST EACH OTHER MOST SHIFTING POWER FROM MARKETERS TO CONSUMERS MAKING IT THEIR BRAND, NOT YOURS SO INVOLVE THEM IN WHAT YOU ARE DOING AND LEARN HOW TO LET GO Power has shifted to the consumer. Get used to it and understand how to lead instead of how to control. © InSites Consulting Meet the Joneses 2010 41
Conversations and stories at the core of Marketing We believe this so strongly we wrote a book about it © InSites Consulting www.theconversationmanager.com Meet the Joneses 2010 42
Are you ready for the conversation? © InSites Consulting Meet the Joneses 2010 43
So, are you ready to connect with your consumers? We asked 504 European marketers about how they implemented consumer conversations and social media into their daily practice. Our findings? There is a correlation between how marketers implement conversations and there business success. And we have some pretty shocking numbers to share. Example: 11% Of marketers NEVER replies to consumer service questions. Want to know more? Send us an email at conversationreadiness@insites.eu © InSites Consulting Meet the Joneses 2010 44
About InSites Consulting Let’s start the conversation! © InSites Consulting Meet the Joneses 2010 45
About InSites Consulting InSites Consulting is a fast-growing, global, online marketing research agency, delivering comprehensive solutions and advice to world leading brands in nearly all industries. Our mission is to challenge conventional marketing & research wisdom by putting conversations and storytelling at the heart of our thinking and acting. We stay ahead of the game via our ForwaR&D lab, co-creating state-of-the-art research solutions together with clients, suppliers, academics, consumers, and professional organizations. Over the last 3 years, we received no less than 11 awards from different internationally well-respected bodies such as AMA, ARF, ESOMAR, MRS, Media Marketing, MOA, SPSS, AMMA, and eConsultancy. We do not believe in ‘one-size-fits-all’ solutions, emphasizing the need for customization and consulting in formulating answers to marketing challenges. Being fully independent, we stand for flexibility and long-term focus. We are headquartered in Belgium, having offices in the UK, France, the Netherlands, and Switzerland. More information on our site www.insites.eu and our blog http://blog.insites.be Find out more on Slideshare Let’s connect! © InSites Consulting Meet the Joneses 2010 46
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