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
Supermarkets

Retail DIY
Retail DIY

Retail Décoration/Interior
Retail Décoration/Interior

Retail Fashion
Retail Fashion

Banking
Banking

Insurance
Insurance

Telecoms
Telecoms

Energy
Energy

Cars
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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