Meet the Joneses 2010 - Results for Belgium & the Netherlands

How connected are you?Results Meet the Jones Quiz

Kristof De Wulf, Managing Partner, InSites ConsultingDennis Claus,Senior Research Executive , InSites ConsultingThomas Ghys, Quantitative Research Consultant, InSites Consulting

2Meet the Joneses 2010© In

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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

http://www.insites.eu/meetthejonesestest/index2.html�




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…the Joneses interviewed 300 consumers from Belgium and the Netherlands about their daily life…


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


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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.

7%

8%

7%

16%

35%

17%

7%

3%

8%

12%

9%

11%

28%

19%

8%

4%

Far apart

Close but different

A very small overlap

A small overlap

A moderate overlap

A large overlap

A very large overlap

A total overlap


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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.


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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.

0%

2%

4%

6%

8%

10%

12%

14%

38 42 44 46 48 50 52 54 56 58 60 62


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Inside the mind of the consumerA 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.

Health consciousnessLet’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 & LifeThis 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.

LeisureTime for a break. Let’s think about the ideal type of holiday and make plans for the weekend.

ShoppingListen 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 financeIn these times of economic downturn and financial scandals, do consumers still trust the people who hold their savings?

EnvironmentAre 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?

Consumer insightsBelow you find an overview of the themes included in the test.

Social media & DevicesThis topic covers ‘being connected’ in a literal way. Which devices do people use and to what extent do they connect through social media?


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Question asked to consumers?

How to read this report

The conclusions summarize the consumer insight and review marketer’s knowledge on the subject.

Marketers can obtain one of three scores:

They know what the consumer thinks and feels about this subject

They have some insight into subject, but there are gaps in their knowledge

Marketers are completely lost. Read these slides carefully!

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.

Consumer insights

Here we show the consumer results on the questions highlighted in blue.

The results for different countries are clearly indicated by icons as in the example below.

FC

Conclusions

Country specifics

Actual hours of exercising per week

Aspired hours of exercising per week

2,2

3,0

4,5 4,7


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ShoppingListen 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.



Consumer insights




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2,2

3,0

2,4

4,54,7

5,0

Health consciousnessExercise

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 exercise at least two hours a week. Half of

marketers underestimate these numbers.

33%30%

Actual hours of exercising per week

Aspired hours of exercising per week

% of people who NEVER exercise

On average, how many hours a week do you do sports?How many hours a week would you like to do sports? C


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168105

660

168

258

0

100

200

300

400

500

600

700

800

A bag of crisps Stella 25 cl bottle Bottle of cola OLA rocket Snickers chocolate bar

Belgian consumers are the most avid readers of product labels, while the 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 here)

Despite the perceived importance, calories are strongly overestimated.

The most important lesson is that people do read the ingredients. Only about 5% of consumers never checks product labels.

How often do you read the ingredients list on the packaging of a drink or food product?

Could you indicate how many kilocalories these food products contain?

Health consciousnessIngredients and Calories

Actual number of calories

Often to always Once in a while Rarely or never

48%

39%

27%

38%

25%

23%

Not asked


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Currently on a diet?

What are the best ways to lose weight?

Avoiding unhealthy food products

Avoiding unhealthy food products

Drinking water Eating at fixed times

Eating fruit and veg Drinking water

40% 35%

Health consciousnessLosing weight

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 listing what consumers say are the best three ways to lose weight.

Dutch marketers, however, underestimatethe importance of eating at fixed times.

1

2

3

Belgians see much more effect in avoiding fat altogether and drinking water.


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Consumer insights




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Work & lifeWork-life balance

12%

14%

24%

34%

35%

34%

65%

61%

49%

39%

36%

34%

... do my job properly

... do my job with satisfaction

... give my family the time it deserves

... maintain my social contacts

... organise my household

... relax

Dissatisfied Satisfied

Can you indicate to what extent you are satisfied with your current time management?

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?

Belgian women are much less satisfied about maintaining social contacts. Dutch women, however, don’t face this problem.

Note: Neutral answers are omitted.


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Work & lifeWork-life balance

Dissatisfied Satisfied

Can you indicate to what extent you are satisfied with your current time management?

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 timemanagement and are happier about relaxing and doing their job with satisfaction.

In line with Belgium, two in three marketersunderestimate this number.

Compared to Belgium, Dutch women are much less satisfied about being able to relax. Are their husbands helping out enough in the household?


9%

8%

17%

13%

25%

27%

71%

71%

49%

49%

47%

38%

... do my job properly

... do my job with satisfaction

... maintain my social contacts

... give my family the time it deserves

... Relax

... organise my household


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0% 20% 40% 60% 80% 100%

Shopping

Setting the table

Doing the dishes

Cooking

Making the bed

Putting the bins out

Cleaning

Doing the laundry

Ironing

Washing the car

WomenMen

Work & lifeHousehold chores

When asked about which household chores they usually do, men select twice as many tasks as their partners are aware of. The new man is born! At least that’s what they claim…

Tasks mostly reserved for men are putting the bins out and washing the car. Womenare more often in charge of cleaning, cooking, ironing and doing the laundry.

Kids don’t have to do many tasks, except for setting the table and doing the dishes.

Who usually does the following household tasks?

This chart shows the share of men and women who do the following household chores themselves.

0% 20% 40% 60% 80% 100%

Not asked


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Consumer insights




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LeisureType of holiday

Escaping from rainy cold wintersand disappointing summers, most people prefer a holiday in the sun.

The second most popular type of holiday is a city trip. Adventurous oractive holidays are third.

Nice job, marketers, you were all spot on!

How do you prefer to go on holiday?

Belgians are keener on going on holiday in general. In addition winter sports, wellness and gastronomical vacations are much more popular.


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LeisurePlanning a night out

Meet the Joneses Hey marketers,any plans for the weekend?...

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.

Want to find out the main reasons why people go out?

Meet the Joneses likes this

Great job, marketers! You know people want to hang out with their friends and relax at the end of the week.


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Consumer insights


ShoppingListen 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.


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ShoppingLikes & dislikes at the supermarket

Fresh products and clearly marked prices are much appreciated, especially among Belgian consumers.

Long queues are the number one source of irritation in the supermarket.

Marketers know that long queues are the worst. Most also understand that out-of-stock products and unpleasant contact with shop employees can ruin the shopping experience.

Fresh productsPrices are clearly marked

Short queues at the registers

Short queues at the registersFresh products

The products are easy to

retrieve

Products which are out of stock

Unfriendly cashiers

Untidy shops

Long queues at the registers

Long queues at the registers

Bustle / Crowded stores

1

2

3

1

2

3

What do you appreciate when doing your shopping at the supermarket?

What do you hate when doing your shopping at the supermarket?


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45%

25%

30% 34%

44%

23%33%

30%

38%

80%

14%7%

ShoppingA-brands vs. white labels

Beer is the category in which consumers most often opt for A-brands.

Compared to other countries, Belgiansare most keen on A-brands, especially when buying beer, personal care products, ice cream and water.

Only one in four marketers knew it was beer. Their top answer was personal care products, of which only 61% of consumers mainly buy A-brands.

Beer Spirits

Water Frozen products Milk

-Mainly/only A brands Both A-and other brands Mainly/only other brands

Mainly/only A-brands Both A-and other brands Mainly/only other brands

Top 3 categories for A-brands

Bottom 3 categories for A-brands

Chocolates

How often do you buy A-brands and how often do you take other brands?

64%

22%

13%

64%21%

15%


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28%

39%

33% 27%

40%

34%22%

51%

27%

ShoppingA-brands vs. white labels

Dutch consumers most often pick A-brands when buying beer and spirits.

Dutch consumers are least loyal to A-brands in general. They buy yoghurt, chocolate and soft drinks much less often from A-brands than Belgians.

Two out of five Dutch marketers know beer is the dominant A-brand category.

Beer Spirits

Mainly/only A brands Both A-and other brands Mainly/only other brands

Top 3 categories for A-brands

Personal Care

Water Yoghurt Frozen products

Mainly/only A-brands Both A-and other brands Mainly/only other brands

Bottom 3 categories for A-brands

How often you buy A-brands and how often you take other brands?

72%

18%

10%

61%27%

12%

47%

37%

16%


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5%7%

30%31%

55%43%

8%

17%

ShoppingClothing

Consumers buy a lot of clothing during the sales period, but not as much as marketers suspect.

Practically all marketers think the number of consumers who only buy during sales period is higher than

10%.

Only during the sales

Usually during the sales

As often outside as during the sales

Usually outside the sales

Only outside the sales

When do you buy clothes?


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67%

53%

32%

65%

50%

33%

ShoppingI will never save on…

Belgian and Dutch consumers would not easily skimp on daily food and children’s education.

When pressed to cut spending, consumers will save on sweets, desserts and non-alcoholic drinks first.

Both Belgian and Dutch marketerspicked daily food and children’s education as well.

Belgian marketers believe that consumers are unlikely to save on travelling, but the latter would rather cut back on travelling than to skimp on personal care products and leisure & hobbies.

Dutch marketers overestimate the willingness to save on personal care products.

I will never save on: top 3 answers

I will never save on: bottom 3 answers

Daily food

Telecommunication services

Non-alcoholic drinks

Ice cream & desserts

Leisure & hobbies

Children’s education

Which of the following items are consumers least likely to economise on? Please select the 3 answers that you find most likely. C

6%

8%

4%

8%

6%

4%


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Consumer insights




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... your bank

... your banker

... online banks

... banks in general

... the government

... the financial market

Personal financeTrust

Almost a third of consumers saytheir faith in banks has decreased.

Consumers still trust their bankand their banker most, but have much less faith in governments and the stock market.

Dutch consumers trust financialinstitutions significantly more than Belgians.

Marketers are aware that government and financial markets are least trusted.

increased remained unchanged decreased

Would you say that, in the past 12 months, your faith in your bank has ...

To what extent do you trust ...

4%

4%

65%

65%

31%

31%

6,2

6,2

5,2

5,2

4,2

4,2

6,6

6,2

5,9

5,5

4,8

4,8


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Consumer insights



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C

C

C

CC

C

C

Internet users active on at least 1 social network website

Internet users who are a member of Facebook

Social network members whohave both a personal and

professional profile

Social network members whouse their mobile phone toconnect to their social network

Social network members whocannot access their social

network websites at work

Facebook members who don’t

trust this site

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

39% 15%

69% 79%

57% 27%

12% 23%

9% 10%

60% 57%


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iPad 9:40 AM

Regular mobile

phone91% 78% 74%

Desktop 69% 73% 73%

Laptop 69% 68% 72%

Smartphone 19% 37% 47%

Netbook 10% 13% 18%

iPad 4% 6% 8%

Social media & devicesDevices

The mobile phone is still the most

widespread device. Smartphones are catching up, however, especially in the Netherlands where the penetration is twice as high as in Belgium.

Desktops and laptops are owned by two out of three people in all countries.

Marketers knew that the iPad has been adopted by less than 10% of people. Dutch marketers are also quite right about the number of people who have a smartphone.

How many of the following device types do you own (and still use)?*

91% 78%

69% 73%

69% 68%

19% 37%

10% 13%

4% 6%

*Representative for online population


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Consumer insights




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EnvironmentConsumption footprint

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 environmental impact of their purchases and consumption.

In their view, reducing and recyclingwaste is the best way to improve the environment.

Marketers strongly underestimateconsumers’ awareness.

However, they do know consumers see most potential in reducing and recycling waste.

72% 67%AWARE

Which of the following actions do you think are the best way to improve the environment?

1

2

3

4

5

Reducing and recycling waste 44% 39%

Buying products that were produced in an environmentally-friendly way 22% 25%

Buying energy-efficient house appliances 18% 16%

Travelling around in a more environmentally-friendly way 11% 13%

Using less water 4% 8%

C


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Petrol or diesel

LPG

Hybrid

Electric

EnvironmentNext 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.

Hybrid and electric cars are already more popular alternatives than LPG.

Belgian consumers are more stronglyconsidering electric cars.

In both countries, more than half of marketers thought less than one in ten people consider buying a hybrid car. Don’t underestimate consumers’ willingness to go hybrid or electric!

Certainly/probably not Certainly or probably


13%

16%

70%

58%

37%

44%

56%

55%

57%

46%

9%

9%

19%

16%

15%

9%


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Consumer insights




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Inside the mind of the consumerConsumer trends

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!

More than four out of five people admit they can no longer do without the Internet.

GENERAL CONSUMER TRENDS

COUNTRY-SPECIFIC TRENDS

Three out of five consumers agree that the average consumer lives in abundance and is overwhelmed by products.

Half of Belgian and Dutch consumers indicate that regularexperiences are no longer sufficient. How will you keep them excited, marketers?

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.


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Penguin Monkey Elephant Lion

Mouse Cat Dog Cow

Bear Goldfish Crocodile Snake

Inside the mind of the consumerAnimal 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


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Inside the mind of the consumerAnimal 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.


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

(Pepsico)

(BinckBank)


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is it so important to stay connectedwith the consumer?


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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.


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

www.theconversationmanager.com


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Are you ready for the conversation?


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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:

Want to know more? Send us an email at [email protected]

11%Of marketers NEVER replies to consumer service questions.


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About InSites Consulting

Let’s start the conversation!


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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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Business

Meet the Joneses 2010 - Results for Belgium & the Netherlands