MasterTrends quantitative methodology

Citizenship communication.
Good catch if you can get it
Summary
1. Citizenship. The new ego
3. Citizenship & communication. The Incredulous Believer
5. Citizens rule
Citizenship. The new ego
Citizenship. The new ego
MasterTrends methodology
Scouting the world
Heart and life of the Europeans
TrendPredictor ®
Belgian facts & figures
TrendProfiler ®
Citizenship. The new ego
MasterTrends. Quantitative methodology

MasterTrends quantitative methodology
 Universe
 Belgian individuals 15-64
 6.852.000 individuals

CAWI Survey (internet)





44 (MT1) or 64 (MT2) attitude items
Mood-boards evaluation (for the most present tendencies)
Wordings and Images Method of treatment
Method of treatment : MasterTrends are determined by attitudes
Sample
 3.000 individuals split in this way
MasterTrends 1: 1.500
MasterTrends 2: 1.500
 Representative samples (gender, age groups, areas, social groups)

Confidence intervals :
 Globally
 MasterTrends 1
 MasterTrends 2
Source : Listen/Wide -MasterTrends 2008
: max. +/- 1.79%
: max. +/- 2.53%
: max. +/- 2.53%
Citizenship. The new ego
MasterTrends II. The coming of age of the citizen
MasterTrends I
Me, myself
and I
MasterTrends I & II
Me, my closest &
my social network
MasterTrends II
Me & my society
Source : Wide -MasterTrends 2004-2008
Citizenship. The new ego
MasterTrends II. Top 3
Alpha Hope
48%
Blue Deal
42%
Imaginary Beauty
23%
Female
45-54 years old
Male
15-17, 55-64
Social classes 1-2
Citizenship. The new ego
Number 1. Alpha Hope
48% of the Belgian Universe  3.288.960
Most predictive items
- The problems of equal pay for
men and women must be
concretely solved
- A two-tier society is intolerable,
there must be a pay-ceiling for
CEO's salaries
- Everyone has the right to a
second chance in their life or
their work
- You don’t have to pay a fortune
to have good and beautiful
products
We talk about social cohesion a great deal : I believe solidarity should be put into practice. Nowadays
it's possible to move from a precarious financial state to a comfortable position – and back – very
rapidly. Therefore it's essential to offer bridging solutions to tide us over. We ought to be able to take
a break from mortgage repayments. Practical solidarity is more beneficial to me and to society
Citizenship. The new ego
Number 1. Alpha Hope
Justice, Equity, Understanding, Equality, Hope,
2nd chance, Future, Mutual aid, Social security,
Solutions for everyone
Citizenship & communication.
The Incredulous Believer
Citizenship & communication
Worlds Apart. '90
Worlds Apart
Public Privacy
Citizenship & communication.
Public Privacy. 2001
Citizenship & communication
Public Privacy. 2001
Citizenship & communication
Incredulous Believer. 2008
Worlds Apart
Public Privacy
Incredulous Believer
Citizenship & communication
Incredulous Believer. 2008
Citizenship & communication
Incredulous Believer. 2008
Citizenship & communication
Incredulous Believer. 2008
Citizen rule
Citizen rule
Citizen driven communication
Commercial driven
communication
Role
Attract, seduce, convince, call to action
Citizen driven
communication
Inform, educate, call to behaviour
Top down, one issuer
Power
Active dialogue, participate
Reason to believe
Reason to be
Legitimacy
Consumer vs. citizen
Target
Incredulous Believer
A budget
Money
Our taxes
ROI
Performance
ROC (me, my closest, my community)
Citizen rule
Even a recognized communicator is at risk
Réactions sur YouTube
www.alexian.fr
"Nous nous dirigeons vers un système
type USA ou les politiques font des spots
de publicité pour matraquer leurs
messages racoleurs. Sauf qu'aux EtatsUnis d'Amérique, l'opposition également
le droit de le faire… Pas en France où le
gouvernement vend une réforme UMP
avec l'argent de tous les citoyens…"
7scand
"C'est pas avec une propagande qu'on va
retrouver notre pouvoir d'achat."
J0lieMoMe
"Pour nous informer, tu m'excuseras
mais un spot publicitaire de 4 millions
d'euros ça dépasse tout surtout qu'il y
a d'autres moyens de le faire. Cette
pub c'est plus pour l'image du
gouvernement que pour le moral des
ménages français."
Source : June 23, 2008
Plus largement encore, le président de
Médiascopie juge que, assaillis de
sollicitations médiatiques, les individus
ont développé un redoutable sens du
décryptage allant de pair avec un
refus croissant des discours formatés
par les communicants : "Nous avons
affaire à toute une génération
d'hommes politiques qui ont appris à
parler avec des publicitaires comme
Jacques Séguéla. C'est-à-dire à coups
de " petites phrases ", de formules
toutes faites, qui sonnent bien, comme
la notion de " service après-vente " de
Xavier Bertrand. Mais ce qui a pu
marcher dans les années 90, est
aujourd'hui totalement inefficace."
Témoin, les courbes d'adhésion aux
spots scrutés par Médiamétrie, qui
s'effondrent dès que pointent des
"codes publicitaires" un peu trop
évidents.
Source : Les echos.fr - Bilan mitigé
pour la campagne sur le pouvoir
d'achat. 11/07/08. Une publicité
politique obsolète
Citizen rule
Even a recognized communicator is at risk
Réactions sur YouTube
lockdownrocks
HYPOCRITS !! GE has trashed the
Hudson river and refuses to clean it
up.
8 on 10 Belgians (15-64
years old) perceive that
ecology is too often used for
commercial purpose
WakeUpAmerica90
GE is just like all the other big
greedy corporations. Until you
ignorant people get out of this
paradigm, you will never know that
the media is controlled by 5 major
corporations who cater to the
interests of the global elite.
geothermal
GE, making nuclear bombs forever
and making lovely children's
commercials forever also.
pleabargain
Very clever... the whole bucolic
happy child/family thing is nice. Too
bad they are not giving out blue
prints for home wind mills or
offering discounts on low cost
dynamos... GE =Generally Elliptic?
:)
Source : Listen-Wide 2008
N=1500
Citizen rule
The triangle of success
Smart
Investment
Participative
Education
Accessible
Legitimacy