Meetthejoneses2010 benl

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…


…and presented the same set of questions to 694 Belgian and 375 Dutch marketers, who had to imagine how
their target consumers had responded.


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%

A total overla p 4% 3%


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.


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


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

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.


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


Consumer insights


Work & Life

Leisure

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


Environment




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.

5,0 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
2,4
2,2

30%
33%

Actual hours of exercising per week
Aspired hours of exercising per week
% of people who NEVER exercise


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


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


Consumer insights


Work & Life

Leisure

Shopping

Personal finance


Environment




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%

Dissatisfied Satisfied
Note: Neutral answers are omitted.


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

Dissatisfied Satisfied


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


Consumer insights


Work & Life

Leisure

Shopping

Personal finance


Environment




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


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?...


Consumer insights


Work & Life

Leisure

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


Environment




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


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%



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%



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%


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%


Consumer insights


Work & Life

Leisure

Shopping

Personal finance


Environment




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

4,8


Consumer insights


Work & Life

Leisure

Shopping

Personal finance


Environment




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

use their mobile phone to 9% 10%
connect to their social network

cannot access their social 60% 57% C
network websites at work

Facebook members who don’t
trust this site
39% 15%
C C


Social media & devices
Devices

The mobile phone is still the most
widespread device. Smartphones
iPad 9:40 AM
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


Consumer insights


Work & Life

Leisure

Shopping

Personal finance


Environment




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%


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%



Consumer insights


Work & Life

Leisure

Shopping

Personal finance


Environment




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.

The conversations era has begun!


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


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.


All marketers should be close to their consumers, but some are already closer
than others. The 2010 winners are…

(Pepsico)

(BinckBank)

is it so important
to stay connected
with the consumer?


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.


Conversations and stories at the core of Marketing
We believe this so strongly we wrote a book about it

www.theconversationmanager.com

Are you ready for the
conversation?


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


About InSites Consulting
Let’s start the conversation!


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

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Let’s connect!


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