Methodology
- Online community (qualitative survey) + CAWI (quantitative online survey)
- 4001 respondents representing the Belgian population aged 18–65
- Surveys carried out in December 2018
- IPSOS in collaboration with bpost media
- Measuring importance and evaluation scores of 16 key emotional relationship factors covering more than 40 brands in 9 sectors.
- Measuring importance and evaluation scores of 16 key emotional relationship factors covering more than 40 brands in 9 sectors.
Sectors considered in the survey:
Supermarkets
Retail DIY
Retail Décoration/Interior
Retail Fashion
Banking
Insurance
Telecoms
Energy
Cars
Relational drivers considered in the survey:
- socially responsible brand
- a brand I can count on, that I can trust
- a pleasantly surprising brand
- a brand where the staff or customs relation service is particularly friendly
- a brand that addresses me personally as a client
- a brand that reflects my personality and/or status
- a brand that gives me the impression I am important
- a brand that rewards my loyalty
- a nice brand/that gives me a good feeling
- a reassuring brand/gives me the impression I made the right choice
- a brand that makes my life easier
- a brand that gives me a sense of belonging
- a brand that respects my privacy
- a brand that keeps me regularly informed
- a brand close to the people
- a brand that keeps its promises
Momentums considered in the survey:
- My birthday
- Congratulations/thanks after registering/buying a product (on line)
- Christmas/New Year
- A specific brand event (e.g. open day, VIP days, workshops, product/service launch)
- Important unofficial celebrations such as Mothers’ Day, Fathers’ Day, back to school, etc.
- The anniversary of my relationship with a brand (e.g. client with the brand for one year)
- Personal suggestions following a purchase (e.g. after purchasing a pair of shoes, suggest a series of products that would go with the shoes, after subscribing to a telephone company, suggest additional services)
- My children’s/partner’s birthday
- Personal events in life (e.g. driving licence, end of school, buying a house/apartment, first child, wedding, retirement, moving to a new house, etc.)
- Additional information/advice concerning a purchased product
- A complaint concerning a product or service purchased
- Change of season (e.g. winter tyres, new collection of clothes, etc.)
- When it has been some time since I purchased anything from a brand (e.g. suggestions, special offers)
- Updating a situation (e.g. consumption update, number of loyalty points, contract status, etc.)
- No specific event, just to show that I count as a client
- Following a purchase, to gauge my satisfaction
- Being among the first to discover a new product/service
- Welcoming me as a new client
- Before the end of the contract/relationship
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