How connected are you? Results Meet the Jones Quiz

• Kristof De Wulf, Managing Partner, InSites Consulting • Dennis Claus,Senior Research Executive , InSites Consulting • Thomas Ghys, Quantitative Research Consultant, InSites Consulting

InSites Consulting conducted an online survey amongst 631 Belgian and 411 Dutch consumers and invited marketers to match the answers of their target group. 509 Belgian and 313 Dutch marketers participated.

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Marketers acknowledged they are not the same as their target groups, but were confident about their knowledge.

2 out of 3 even claimed

  to know what their consumers want.

  to look at their own behavior to better understand consumers.

  to understand them, because they spend a lot of time with them.

They passed the test, but it was very close. Belgian marketers scored 53% and Dutch marketers 54%.

  years of experience

  involvement in consumer marketing

  how well they think they know their target group

had NO effect on the final score.

Everyone can get closer.

SomeinsightsfromtheMeet the Joneses test

of consumers say the brand is the most important criterion for purchase decisions.

Half of consumers choose an A-brand for at least 6 out of 10 purchases.

Brands Matter!

Only 7% of Belgian and 16% of Dutch consumers changed their buying behavior in the supermarket or specialty store since the financial crisis. Moreover, they will never save on…

daily food children’s education personal care

67% 46% 29%

71% 47% 34%

95% of Belgian and 94% of Dutch consumers make efforts to maintain their health. They think the most efficient ways to do this are…

32% 29% 19% 14%

9% 34% 29% 18%

goodpersonalhygiene

avoidingunhealthyhabits

lotsofmovementandexercise

avoidingunhealthy

food

The top 2 ways youngsters distinguish themselves from their peers are looks and skills.

The Most popular brands

Dolce & Gabbana Mc Donald's Red Bull L'Oreal Samsung

update their profile or status on a social network site at least daily.

have uploaded a movie on Youtube.

download music illegally on a monthly basis.

are members of an online social network.

say people can’t live without the internet anymore.

27%30%

53%47%

31%49%

14%5%

Connected Consumer

67%82%

Want to learn more?

LISTEN TO YOUR

CONSUMERS

AndtestwhetheryouraremoreconnectedwhentheJonesesreturnnextyear.