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Meet The Joneses Light

Thomas Ghys
Thomas Ghys

Marketers in Belgium and the Netherlands participated in a quiz to test their knowledge of their target consumers. The marketers thought they knew their consumers well, but they only scored 53% and 54% respectively. Experience, involvement in consumer marketing, and how well they thought they knew their target group had no effect on scores. The quiz showed that marketers need to get closer to their target consumers.

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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
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.
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 tt 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 岳艶壊岳
Brands Matter! 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.
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 childrens 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 good avoiding lotsofmovement avoiding personal unhealthy andexercise unhealthy hygiene habits food 32% 29% 19% 14% 9% 34% 29% 18%
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
Connected 14% update their profile or status on a Consumer 5% social network site at least daily. 31%download music illegally 49%on a monthly basis. 53%are members of 47%an online social network. 27% have uploaded a 30% movie on Youtube. 67%say people cant live 82%without the internet anymore.
Want to learn more? LISTEN TO YOUR CONSUMERS
And岳艶壊岳whetheryouraremoreconnectedwhentheJoneses returnnextyear.

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Meet The Joneses Light

  • 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. 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.
  • 3. 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 tt better understand consumers. to understand them, because they spend a lot of time with them.
  • 4. 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.
  • 6. Brands Matter! 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.
  • 7. 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 childrens education personal care 67% 46% 29% 71% 47% 34%
  • 8. 95% of Belgian and 94% of Dutch consumers make efforts to maintain their health. They think the most efficient ways to do this are good avoiding lotsofmovement avoiding personal unhealthy andexercise unhealthy hygiene habits food 32% 29% 19% 14% 9% 34% 29% 18%
  • 9. 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
  • 10. Connected 14% update their profile or status on a Consumer 5% social network site at least daily. 31%download music illegally 49%on a monthly basis. 53%are members of 47%an online social network. 27% have uploaded a 30% movie on Youtube. 67%say people cant live 82%without the internet anymore.
  • 11. Want to learn more? LISTEN TO YOUR CONSUMERS