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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
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     14
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
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     18
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
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     27
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
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     29
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
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     32
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
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     35
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
© InSites Consulting




                       Meet the Joneses 2010   47
© InSites Consulting




                       Meet the Joneses 2010   48

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Meet the Joneses 2010 - Results for Belgium & the Netherlands

  • 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. 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
  • 3. …the Joneses interviewed 300 consumers from Belgium and the Netherlands about their daily life… © InSites Consulting Meet the Joneses 2010 3
  • 4. …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
  • 5. 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
  • 6. 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
  • 7. 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
  • 8. 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
  • 9. 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
  • 10. 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
  • 11. 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
  • 12. 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
  • 13. 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
  • 14. 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 14
  • 15. 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
  • 16. 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
  • 17. 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
  • 18. 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 18
  • 19. 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
  • 20. 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
  • 21. 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
  • 22. 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
  • 23. 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
  • 24. 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
  • 25. 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
  • 26. 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
  • 27. 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 27
  • 28. 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
  • 29. 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 29
  • 30. 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
  • 31. 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
  • 32. 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 32
  • 33. 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
  • 34. 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
  • 35. 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 35
  • 36. 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
  • 37. 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
  • 38. 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
  • 39. 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
  • 40. is it so important to stay connected with the consumer? © InSites Consulting Meet the Joneses 2010 40
  • 41. 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
  • 42. 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
  • 43. Are you ready for the conversation? © InSites Consulting Meet the Joneses 2010 43
  • 44. 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
  • 45. About InSites Consulting Let’s start the conversation! © InSites Consulting Meet the Joneses 2010 45
  • 46. 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
  • 47. © InSites Consulting Meet the Joneses 2010 47
  • 48. © InSites Consulting Meet the Joneses 2010 48

Editor's Notes

  1. More background on last year
  2. Repeat for each country