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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

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Hoe goed kennen marketeers hun doelgroep?

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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

We matched the answers about your target group with answers

of consumers surveys to determine your

Connected 2 Consumer SCORE.

But can you really read the minds of your consumers?

But it was close . You scored 53% on average.

There was no difference between the scores of

Belgian (53%) and Dutch (54%) marketers.

Congratulations marketers, you passed the

Meet The Joneses test!

Percentile 10 20 30 40 50 60 70 80 90

Score 44,6 48,3 50,2 52 53,9 55,7 57,6 59,4 61,3

How connected are you compared to other marketers?

19 22 24 31 33 34 35 37 37 39 39 41 41 43 43 44 45 46 46 48 50 52 54 56 58 59 61 63 65 67 69 71 72 74

years of experience

the extent to which you are involved in consumer marketing

how well you think you know your target group

had NO effect on the final score.

Everyone can get closer.

Do you have to be a veteran marketer to connect?

What can we learn from the Meet the Joneses Test?

of consumers say brand is the most important

criterium for purchase decisions.

BRANDS MATTER!

More than half of marketers believe price is most important.

Top 3 Consumers Top 3 Marketers

Belgian marketers didn’t even mention the Internet in their top 3

Which news sources do consumers find most credible?

More than 90% of consumers make efforts to maintain their health.

Less than 10% of marketers knew this.

How many people maintain good health?

14%

13%

7%

16%

28%

23%

25%

30%

58%

65%

68%

54%

BE

NL

BE

NL

Yes More or less No

Marketers

Consumers

Did you change your purchasing behavior since the financial crisis?

Dutch marketers have shown the same reaction as their target group, whereas Belgian marketers have cut down more. More than two third of Belgian consumers didn’t change their behavior.

71%

47%

34%

27%

17%

15%

13%

12%

8%

6%

6%

5%

1%

57%

76%

33%

26%

14%

14%

17%

8%

12%

4%

2%

5%

1%

Daily food

Children's education (school)

Personal care products (shampoo, perfume)

Travelling

Leisure activities & hobbies

Clothing

Eating out (restaurants)

Cars

Cleaning products

Snacks, chocolate & sweets

Non-alcoholic beverages

Alcoholic beverages

Ice-cream and desserts

Consumer Marketer

67%

46%

29%

19%

18%

15%

12%

10%

10%

6%

6%

4%

3%

51%

81%

37%

20%

27%

12%

6%

11%

9%

7%

7%

7%

4%

Daily food

Children's education (school)

Personal care products (shampoo, perfume)

Travelling

Leisure activities & hobbies

Clothing

Eating out (restaurants)

Cars

Cleaning products

Snacks, chocolate & sweets

Non-alcoholic beverages

Alcoholic beverages

Ice-cream and desserts

Consumer Marketer

On which products would you NEVER consider saving?

Daily food, children’s education and personal care products are indispensable.

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

Do you know what goes on in the minds of the next generation?

Good job, marketers! You knew how youngsters distinguish themselves and almost

listed all top 5 brands. Don’t underestimate Mc Donald's and Samsung and leave out

Apple and Nokia.

Future and pastImportant trends in consumer behavior

54%

46%

19%

11%

16%

18%

31%

28%

30%

36%

50%

60%

BE

NL

BE

NL

Yes Neutral No

Are we living in a world of abundance?

Marketers believe they’re offering plenty, but consumers think there is room for more.

Marketers

Consumers

```

Are consumers involved in the development of new products and services?

Consumers don’t really feel involved, but marketers believe they are engaging them

in the creation process.

51%

42%

26%

38%

21%

24%

49%

46%

28%

34%

24%

16%

BE

NL

BE

NL

Yes Neutral No

Marketers

Consumers

Stella Hanssen 74% (HvH Interim Management)

Member of

And the winner is…

Ann Vanhoof 72% (Unilever)

We will be back next year.