In search of the soul of the Flemish voter - Kantar · 2016-04-12 · Brands meet layers of...
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In search of the soul of the Flemish voter A semiometric approach © TNS May 2014
Transcript of In search of the soul of the Flemish voter - Kantar · 2016-04-12 · Brands meet layers of...
In search of
the soul of the
Flemish voter
A semiometric approach
© TNS May 2014
Brands meet layers of different consumer needs
CONSUMER NEEDS
Taste, price/rates, pack size, format, service
Touchpoint, etc. Functional needs
Peer group identification, social level, lifestyle Identity needs
Feeling and personality aspiration Emotive needs
Brand personality – fun-loving, serious Symbology
Family, older, female
etc.
Social values
Sweet, rich, premium, compact, easy to use
Product features
BRAND IMAGE
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Different Dimensions of Emotion
Expressive Needs How does the brand make me look?
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Gratification Needs How does the brand make me feel?
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Emotion is the jewel beneath the surface
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What feelings and emotions drive the voters of the Flemish parties?
A picture of the inside…
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CUNNING
Words, words, words…
WEDDING
LOYALTY MOTHERLY PEACE FLOWER
HEALING GIFT
GOD
FAMILY
SECURITY HOUSE HONEST
COURTESY FORGIVENESS INHERIT COMFORT REWARD
PROPERTY
RESPECT MONEY BIRTH JEWEL TENDERNESS JOY
RELIGION
HONOUR
PURITY FONDNESS TRUST
LAUGHING
HOMELAND VICTORY WEALTH
TOGETHER
FRIENDSHIP
MERCY COMFORTING
COURAGE
COUNTRYSIDE
PRIEST CEREMONY CAUTION VALUABLE
PROTECTION
NEST
FASHION SOFTNESS
FREE SOFT HOLY
MORAL FORTITUDE HERO TAKING CARE
BOOK ADMIRE BUY
ELEGANCE
MUSIC
EMPLOYMENT NOBLE JUSTICE
THEATRE CHILDHOOD
DYNAMIC
SLIMNESS
CARESS
DISCIPLINE MODERATION HUMBLE
ACCURACY DEVELOP ANIMAL
TRADITION SCHOOL
TEACHING MODESTY VOLUNTARY GOLD HUMOR
PERFUME
OBEDIENCE
EQUIPMENT SOUL DESIGNER PATIENCE AMBITION ART POETRY
GREEN
FLEXIBILITY INTIMATE
SCIENCE GLORY BUILDER TREE
BLUE
RULE CONTEMPLATION ETERNAL SOLID WORSHIP FEMININE
FERTILISE
SACRIFICE
PERFECTION PRODUCE
EFFECTIVE CONQUER WATER MOON
DREAM
INDUSTRY
BAN TRADE UTILITARIAN
WRITING
VIRILE GAME SKIN DESIRE
BORDER SOVEREIGN
SPEECH
SPECIFIC SUBLIME SWIMMING
LIGHTNESS
ELITE SOLDIER LOGIC
RED INVENTOR ORIGINAL SEDUCE
LAW SAVING AGEING MASTER
IMMENSE SENSUAL MAGIC
EMOTION OCEAN
METAL
EFFORT KNOT
BETRAY INFINITE FLOW SENSUAL HUNT DOUBT ABSOLUTE
THINKING SOPHISTICATED MOUNTAIN
BOHEMIAN
WALL TENACITY MOTIONLESS POWER RESEARCHER
CHALLENGE
FLIGHT ISLAND
NUDITY
PUNISH BREAK RIGID
WAR
STRANGER TOP
DETACHMENT QUESTIONING COMMAND
QUESTION
ERROR
FEAR
SECRET
MASK BOLDNESS DIFFERENT
SLYNESS
LASCIVIOUS
HARNESS
MISTRUST
CLIMBING
ADVENTURER
DEATH VOID
UNKNOWN IRONY CHANGE
RIFLE CRITICIZE SCREAM
CHAOS FIRE SPEED WILD
LABYRINTH
ATTACK
DESERT REBELLION
MYSTERY
STORM
DANGER
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Very Very unpleasant pleasant
-3
-2
-1
0
+1
+2
+3
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OL
CUNNING
PL
EA
SU
RE
D
UT
Y
Semiometrics: A brief introduction
210 words, 13 dimensions, 4 quadrants, 2 axes ATTACHMENT
WEDDING
LOYALTY
MOTHERLY PEACE FLOWER HEALING GIFT
GOD
FAMILY
SECURITY HOUSE HONEST
COURTESY FORGIVENESS INHERIT COMFORT REWARD
PROPERTY
RESPECT MONEY BIRTH JEWEL TENDERNESS JOY
RELIGION
HONO
UR
PURITY
FONDNESS TRUST LAUGHING
HOMELAND VICTORY
WEALTH
TOGETHER FRIENDSHIP
MERCY COMFORTING
COURAGE
COUNTRYSIDE
PRIEST CEREMONY CAUTION
VALUABLE PROTECTION
NEST
FASHION
SOFTNESS FREE SOFT
HOLY MORAL
FORTITUDE HERO TAKING CARE
BOOK ADMIRE BUY ELEGANCE
MUSIC
EMPLOYMENT NOBLE JUSTICE
THEATRE CHILDHOOD
DYNAMIC SLIMNESS
CARESS
DISCIPLINE MODERATION HUMBLE ACCURACY
DEVELOP ANIMAL
TRADITION SCHOOL
TEACHING MODESTY VOLUNTARY GOLD HUMOR
PERFUME
OBEDIENCE
EQUIPMENT
SOUL DESIGNER PATIENCE AMBITION ART POETRY
GREEN FLEXIBILITY INTIMATE
SCIENCE GLORY BUILDER
TREE
BLUE
RULE CONTEMPLATION ETERNAL SOLID WORSHIP FEMININE
FERTILISE
SACRIFICE
PERFECTION
PRODUCE EFFECTIVE CONQUER WATER MOON
DREAM
INDUSTRY
BAN TRADE UTILITARIAN
WRITING
VIRILE
GAME SKIN DESIRE
BORDER
SOVEREIGN
SPEECH
SPECIFIC
SUBLIME SWIMMING LIGHTNESS
ELITE SOLDIER LOGIC
RED INVENTOR ORIGINAL
SEDUCE
LAW SAVING AGEING
MASTER IMMENSE
SENSUAL MAGIC EMOTION
OCEAN
METAL
EFFORT KNOT
BETRAY INFINITE FLOW SENSUALHUNT
DOUBT ABSOLUTE
THINKING SOPHISTICATED
MOUNTAIN BOHEMIAN
WALL TENACITY MOTIONLESS POWER
RESEARCHER BLACK
CHALLENGE FLIGHT
ISLANDNUD
ITY
PUNISH BREAK
RIGID WAR
STRANGER
TOP
DETACHMENT QUESTIONING COMMAND
QUESTION
ERROR
FEAR
SECRET MASK BOLDNESS
DIFFERENT
SLYNESS
LASCIVIOUS
HARNESS
MISTRUST CLIMBING
ADVENTURER
DEATH VOID UNKNOWN
IRONY
CHANGE
RIFLE CRITICIZE SCREAM
CHAOS FIRE
SPEED WILD Religious Idealism
LABYRINTH ATTACK
DESERT REBELLION
MYSTERY
STORM
Rational Order
DANGER
DETACHMENT
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Traditional
Pragmatic
Civilised
Materialistic
Sociability
Sensual
Dreamy
Critical
Dominating
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The soul of Flemish party voters in words
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CD&V Preference:
Attachment:
Faith, tradition, employment
Duty:
Borders, ageing, the hunt
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CD&V Potential:
> charity, solidarity, respect,
community spirit
< individual
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Green Preference:
Attachment Pleasure
> Solidarity, trust, affection,
nature, creativity, intellectual
challenge, other
< Violence, aggression, power
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In all 4 quadrants:
AP: refinement, culture
AD: caring, ethics, teaching
DD: rational, rules, soundness
DP: the ‘others’, resistance, red
-:
elitist, love and fidelity, virility
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Open VLD Preference:
+: Attachment-Pleasure
Ambition, drive, materialistic,
refinement, pragmatic, elitist
-:
Religious, dreamy
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N-VA Preference:
+: Duty – Detachment
rational, critical, dominant, ambition,
control, (without measure)
- :
religion, transcendence, patriot,
spiritual, artistic, foreigner, chaos
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VB Preference:
+: Detachment - Duty
Hostile, violent, empty
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PVDA Preference:
+: Detachment - Pleasure
Anarchy, artistic, foreigner
- : Attachment – Duty
Money, property, employment,
rules, elite
Summarized: The semiometric footprint of the Flemish
parties
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Summarised: The Flemish party voters in 3 words
Religion
God
Holy
Original
Escape
Mystery
Law
Different
Thinking
Elite
Love
Fidelity
Wealth
Property
Refined
Death
Teaching
Comforting
Perfection
Industry
Control
Foreigner
Homeland
Soul
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Summarized: The Flemish party voters in 3 words
Trust
Green
Care for
Soldier
War
Rifle
Rifle
War
Rigid
Peace
Foreigner
Trust
Chaos
Foreigner
Storm
Rules
Property
Elite
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TNS May 2014
Coda …
Your wants desires
Needs and wishes
will be duly noted
processed filed and catalogued,
labelled and encoded
turned into sitcom dialogue
and advertising slogans
We’ve got a box to put in your brain
Hard wired for downloading
All the secrets and the mysteries
You’ve been selfishly withholding…
(tracy chapman - hard wired)
©
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Like to know more?
Jan Drijvers [email protected]
TNS | François Riga Square 30, 1030 Brussels, Belgium | t +32 2 215 1930 | f +32 2 216 1396| www.tnsglobal.com
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