The contradictory consumer –

How to navigate through it all

Christophe Jouan, Managing Director, Future

Foundation
 What I say is not always what I do –
The contradictory consumer
• Claim to have a healthy diet: Ireland 88%, Netherlands 26%.
• Obesity rate: 13% in Ireland, 9% in the Netherlands.

• Admit drinking regularly: Czech Rep. 12%, Denmark 48%

• Alcohol litres/year: Czech Rep.16, Denmark 8

• 2/3rd of the EU population claim not to pay attention to adverts..

• Less than ¼ of French respondents claim to trust McDonalds. France is
McDonalds’ largest European market.
• 66% of people claim never to buy from unethical business
• Most Europeans claim to support small brands/producers

• ..and there is the issue of choice

 Preference for spending time choosing in various markets

I want more choice

5.8 Mean score "generally" Mean score across seven markets/product types
5.6

5.4

5.2

4.8

4.6

4.4

4.2

4
Male
Total

Female

65+
DE
AB

C1

C2

16-19

20-24

25-29

30-34

35-44

45-54

55-64
I want less choice

Source: nVision Research

Base: 1000 adults 16+, UK, 2002

13839:
 The Paradox of Choice
The psychology of consumption and choice
 Attitudes to brands across Europe
A well-known brand is the best assurance of quality there is
40% (Denmark 13% - Italy 61%)

I consistently buy the same brands of products rather than looking

for alternatives
37% (Norway 10% - Ireland 56%)

In most cases, all brands are the same quality. Other things, such as
price matter a whole lot more
46% (Norway 24% - Hungary 57%)

The brand of clothing I wear is important for me

24% (Finland 14% - Ireland 45%)

I like people to appreciate my style and taste

57% (Russia 16% - Poland 80%)

Advertising does not reflect my life nowadays

58% (Sweden 47% - Italy 68%)
 Variance analysis of branding statements

Country Gender Age Esomar Wealth ConfidenceMaxsat time pressure

lifestage wannabecog
disill brandcloth brandqualass
samebrandbrandqualsam
wannabecog 21.66% 5.97% 14.69% 6.77% 6.08% 7.88% 12.58% 10.46% 14.21% 5.91% 23.72% 15.21% 7.14% 4.25%
disill 9.75% 4.57% 57.74% 5.62% 6.32% 6.01% 6.71% 4.96% 11.18% 5.93% 8.14% 5.11% 4.43% 8.51%
brandcloth 30.84% 54.65% 66.20% 16.05% 19.10% 19.53% 29.26% 15.68% 38.56% 42.98% 14.90% 62.17% 46.79% 18.19%
brandqualass 29.69% 8.52% 19.14% 5.85% 8.64% 13.40% 14.96% 6.91% 16.35% 21.32% 7.34% 53.07% 40.31% 7.60%
samebrand 29.53% 7.55% 52.15% 7.93% 9.22% 10.94% 12.57% 6.09% 15.35% 10.50% 7.47% 38.52% 37.87% 9.05%
brandqualsame15.98% 1.77% 65.34% 9.39% 11.55% 10.35% 11.02% 3.20% 10.47% 5.46% 11.09% 13.82% 6.62% 6.66%

•Country differences++

•Age ++
•Income/social class differences –
•Gender –
•Satisficer/maximiser+
Part 1. What can we learn from country comparisons?
Brand friendliness index

Brand friendly

Brand unfriendly
Functional

Leisure
Europe and choice
• The Nordic region
– Convenience (quickly), advertising and PR
• France, Germany, Spain
– Value and convenience; independence
• Netherlands..somewhere in between
• UK, Ireland, Italy
– Branding
• Eastern Europe
– Value, word-of-mouth
– Czech and Poland brand positive
The shopping experience across Europe Experience
Market

Looked for brands

Mobile phone

Gathered info
Toiletries
Home electronics One shop only

Nearest shop

Premium goods

Value Food
Enjoyed
Quickly
Social
Furniture Special offer

Clothes

Stressed Spontaneous-non special offer

 Importance of word-of-mouth/advertising and PR
..when choosing a mobile phone
80% Word-of-mouth
70% Advertising and PR
60%
50%
40%
30%
20%
10%
0%

Hungary
Netherlands
Norway

Italy
Finland

Ireland

Czech Rep
Germany
Sweden

Poland
Russia
Denmark

Spain
France
GB

Source: nVision Research

Base: 11,000 aged 15+ / 5000 aged 16-64 (Nordic), 2006
Part 2: Maximisers and satisficers

• Build on issues of choice

• Never been done across Europe

• Identify distinct groups of consumers

• Influences consumer behaviour

Satisficers and maximisers

‘ A maximiser is a consumer who always tries to

get the best possible deal they can, whereas a
satisficer is a consumer who will be content
when they find something which is 'good
enough'.

… the cost of researching the best toothbrush

is not worth the benefit.’

Tom Lees, Adam Smith Institute

 Maximisers Satisficers High fliers Slackers
Looking for alternatives ++ -- ++
TV and radio ++
Difficulty in choosing ++ -- --
General standards of life + - ++ --
Experiencing regret ++ --
 Maximisers Satisficers High fliers Slackers
Looking for alternatives ++ -- ++
TV and radio ++
Difficulty in choosing ++ -- --
General standards of life + - ++ --
Experiencing regret ++ --
Maximisers, High Fliers, Slackers and Satisficers

maximiser high flier slacker satisficer

100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

Italy
Denmark

Ireland

Germany

Czech Rep
GB
Norway

Sweden

Spain
Finland

France

Poland

Hungary
Netherlands

Source: nVision Research

Base: 11,000 aged 15+ / 5000 aged 16-64 (Nordic), 2006
 Mean number of sources of influence used when
preparing a purchase of an electronic device
2.0 Satisficer Maximiser
1.8
1.6
1.4
1.2
1.0
0.8
0.6
0.4
0.2
0.0

ay den and ark ds ce B ny nd ly in nd ry ep

w e l m n an G a la Ita pa la ga R
r n la r m I re o
o w Fi en
N S e r F er S P un ech
D h G H z
et C
N

Source: nVision Research

Base: 11,000 aged 15+ / 5000 aged 16-64 (Nordic), 2006
I don’t mind dealing with a lot of different
companies, so long as I get the best deal

Satisficer Maximiser
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Italy
France
Germany
Denmark

Hungary
Netherlands
Spain
Ireland

Poland
Finland

GB
Norway

Sweden

Czech Rep
Source: nVision Research
Base: 11,000 aged 15+ / 5000 aged 16-64 (Nordic), 2006
Whenever I make a choice, I'm curious what
would have happened if I had chosen differently

80%

70%

60%

50%

40%

30%

20%

10%

0%
Maximiser High flier Slacker Satisficer

Source: nVision Research

Base: 11,000 aged 15+ / 5000 aged 16-64 (Nordic), 2006
Appearance is more important for maximisers!

I like people to appreciate The brand of clothing I wear

my style and taste is important for me
90% Satisficer Maximiser 50% Satisficer Maximiser
80%
70% 40%

60%
50% 30%

40%
20%
30%
20%
10%
10%
0% 0%
Total
15-24

25-34

35-44

45-54

55-64

65+

15-24

25-34

35-44

45-54

55-64

Total
65+
Source: nVision Research
Base: 11,000 aged 15+ / 5000 aged 16-64 (Nordic), 2006
I consistently buy the same brands of products rather
than looking for alternatives

60% Satisficer Maximiser

50%

40%

30%

20%

10%

0%
15-24

25-34

35-44

45-54

55-64

Total
65+

Source: nVision Research

Base: 11,000 aged 15+ / 5000 aged 16-64 (Nordic), 2006
A well-known brand is the best assurance of quality

60% Satisficer Maximiser

50%

40%

30%

20%

10%

0%
15-24

25-34

35-44

45-54

55-64

Total
65+

Source: nVision Research

Base: 11,000 aged 15+ / 5000 aged 16-64 (Nordic), 2006
Business implications

• Developing a nuanced understanding of consumer attitudes

• Focusing on country/cultural differences

• Genuine, differentiated choice

• Recency

• Helping with intuitive decision-making

Helping the consumer to be
more ‘intuitive’
Implications

• Developing a nuanced understanding of consumer attitudes

• Focusing on country/cultural differences

• Genuine, differentiated choice

• Recency

• Helping with intuitive decision-making

• Choice editing, best buy