Stetoscopio 2013 - MPS • Evolving Marketing Research

Stetoscopio 2013:
Feeling the Italian heartbeat
1
Foreword
Stetoscopio is …
 A research study designed by MPS Marketing Research three years ago.
Its purpose ..
 detect, interpret and monitor how Italians feel about the social and
economical environment in which they live.
Its aim …
 go beyond consumer behaviour and understand how Italians’ perception of
the country’s social economical and political situation moulds them as
consumers.
2
Methodology
Integrated, quali-quantitative approach
The study has been undertaken since 2011 twice a year: April/May and
October/November.
Each wave comprises:
- 8 Focus groups of 3 hours
- 3000 CATI interviews.
Every year, 16 groups and 6000 interviews, carried out on national samples of the
adult population.
3
Qualitative interpretation model
Human beings’ personal well-being is closely connected to their perceived
ability to master and cope with the environment.
Our qualitative interpretation was therefore base on two categories: self
efficacy and type of strategies used to cope with events
Each category is measured on a scale, where the centre indicates the ideal
attitude, while the extremes show less adaptive styles.
4
Note metodologiche
SELF EFFICACY
REALISM
POSITIVISM
OMNIPOTENCE
Feeling of being
almighty - over
estimation of one’s
ability to succeed.
Illusion of being able
to control events.
5
Positivistic perception
of one’s ability to
react, however
coupled with a lack of
critical thinking.
Deceptive belief that
events never pose
serious threats.
Objective appraisal of
one’s opportunities ,
ability to interpret
facts in a consistent
manner.
Clearheaded adaptation of
thought and
behaviour.
SURVIVAL
Feeling of not having
full control of events,
that are perceived as
threatening but also
offering
opportunities. The
“survivor” tends to
make do with the
situation and finds it
hard to conceive any
changes.
IMPOTENCE
Impression to be at
the mercy of events,
that are felt to be
unpredictable. Belief
that one’s actions
cannot really make a
difference: the
context is more
powerful than one’s
will.
Note metodologiche
STRATEGY
FLEXIBLE
ERRATIC
RIGID
STATIC
Repeated use of
dated strategies,
inability to conceive
alternative
approaches. Such
strategies are often
based on rooted
prejudice.
6
Tendency to use
again strategies that
proved successful,
even if the context
has changed. Some
openness to act
differently only if the
situation is
considered low -risk.
Ability to adapt and
opt for the strategy
that proves most
beneficial to one’s
needs. The “Flexible”
can mould the
approach according
to the context
Lack of an effective
planning; some
commitment to work
out a strategy based
on attempts and
failures.
CHAOTIC
No modus operandi
at all; action based on
instinct
Areas of investigation
The INDIVIDUAL and the HOUSEHOLD
1 HOUSEHOLD FINANCES
2 BUYING HABITS AND PRIORITIES
3 EMPLOYMENT
LOCAL PUBLIC SERVICES
4 HEALTHCARE, TRANSPORT, EDUCATION
5 PUBLIC SAFETY
NATIONAL context:
7
6
MEDIA AND MEANS OF INFORMATION
7
RELATIONSHIP WITH INSTITUTIONS AND AUTHORITIES
8
EXPECTATIONS FOR THE FUTURE
HOUSEHOLD FINANCES
8
Household finances: income
Compared to one year ago, has your household income increased, decreased or stayed the same?
2012
FIRST
SEMESTER
2013
SECOND
SEMESTER
2013
50
2
2
INCREASED
55
56
49
43
43
2
UNCHANGED
DECREASED
Confirmation of reduced household finances
→ sharp drop in ones’ perception of self-efficacy
→ got exhausted because coping with the reduced income has become
harder and harder
→ growing rage and frustration
9
Base: 3000 - %
Household finances: sacrifices
Do you feel you need to give up a lot, that is you have to make sacrifices these days?
46 47 44
36
2012
FIRST
SEMESTER
2013
SECOND
SEMESTER
2013
30 28
13 12 14
6
MANY
SOME
FEW
11 14
NONE
→ Sacrifice becomes an evidence of a reduced social power, not only a loss of
purchase power,
→ nostalgia for the past prevails.
→ the idea of “dispensable purchases” widens up to product categories that
were considered granted
10
Base: 3000 - %
Household finances: savings
Compared to one year ago, has your ability to put money aside improved, reduced or stayed the same?
2012
FIRST
SEMESTER
2013
SECOND
SEMESTER
2013
63 60
30 33
8
7
55
Unable to set aside
any money at all:
78%
38
7
IMPROVED
UNCHANGED
REDUCED
→ free spending is no longer possible
→ uncertainty towards the future pushes everyone to keep defense high
→ saving is a must, thus consumption is hindered
11
Base: 3000 - %
Household finances: 2011 to 2013
12
2011
2012
2013
Limited perception of a
real decrease in one’s
purchasing power
Actual income reduction
Further downsizing of
income
Usual strategies are
repeated
New and effective
strategies are designed
and implemented
Exhaustion and
frustration: keeping
containment / defensive
strategies becomes
harder and harder
Positivist attitude: the
“threat” is dismissed as
still far away
Realistic attitude:
feeling of self-efficacy
(crisis turned into an
opportunity)
Depressive attitude:
reduced perception of
one’s ability to master
events, disappointment
BUYING HABITS AND
PRIORITIES
13
Purchases : management of resources
In the last 12 months, has your ability to manage purchases imporved, got worse or stayed the same?
2012
FIRST
SEMESTER
2013
SECOND
SEMESTER
2013
53
41
10
15
46
49
39
36
11
IMPROVED
UNCHANGED
REDUCED
→ increase in VAT brings about a negative mood that hinders spending
→ treats for self are shelved, impulse buying disappears.
→ different types of sales points are visited, often new to the shopper (e.g. Hard
discount stores); in average 2.4 (as opposed to 1.2 up to 2011)
→ more and more stores are visited, looking for promotions
14
Base: 3000 - %
Hierarchy of purchases
OPTIONAL
“Aspirational”, not really necessary goods/services that one can do without,
bought rarely . Treats for oneself, desires, luxury.
DEFERRABLE
Purchases that have to do with the need to fulfil one’s self, individually and
socially. Goods/services that are bought more or less often and can be put off in
case of financial restrictions
USEFUL
Goods or services one can hardly do without. Included are those who are not
necessarily functional in their own right, but satisfy valued relational needs and
contribute to one’s public image and personality
INDISPENSABLE
Purchases that cannot be avoided – primary needs, compulsory expenses, basic
needs
15
Hierarchy of purchases, 2012 - 2013
LEGENDA:
SHORT TRIP
(ABROAD)
CLEANING HELP
BEAUTY AND WELLNESS
Shifts vs. 2012
LUXURY
OPTIONAL
BASIC CONSUMER
ELECTRONICS
CULTURE
HOLIDAYS
GOING OUT
CLOTHING
HH APPLIANCE
CHILDREN’S
RECREATIONAL
ACTIVITIES
DEFERRABLE
MEDICAL/DENTAL
EXPENSES
HOBBIES
USEFUL
SHORT TRIP (ABROAD)
in 2011
HH CLEANING
PRODUCTS
INDISPENSABLE
CLEANING HELP
in 2011
HOME EXPENSES: MORTGAGE,
RENT, MAINTENANCE
16
NEW DEVICE
TOILETRIES
CHILDREN EDUCATION
VEHICLE INSURANCE
BILLS
VEHICLE EXPENSES:
FUEL, MAINTENANCE
FOOD
Changes in consumer patterns: some examples
 Medical and dental expenses, that used to be considered
indispensable, become deferrable
→ checks and prevention downgraded to the level of cosmetic
treatments
→ resort to alternative channels (e.g. Groupon): cost takes the
priority over the doctor-patient relationship
 Going out shifts from useful to optional and happens only on special
occasions
 Clothing gradually moves towards the tip of the pyramid:
→ branded apparel only considered for special occasions
17
Changes in consumer patterns: some examples
 The cleaning help, once considered indispensable, appears out of
question
→ increased unemployment, thus taking care of the household
becomes one’s job
→ even couples, with both working full time, no longer earn
enough to afford such expense
 Older people (empty nesters) must support their adult children
 The shift in the position taken by hobbies (now among “useful
expenses) is an evidence of the need to revise one’s habits. Hobbies
becomes a source of saving (e.g. DIY)
18
EMPLOYMENT
19
Employment
Employment opportunities in the area where you live
have increased, decreased or stayed the same....?
2012
FIRST
SEMESTER
2013
SECOND
SEMESTER
2013
Your employment conditions over the past 12 months
have improved, got worse or remained unchanged?
92 92 91
59
48 54
5
0
0
0
8
8
7
47
39 37
4
9
IMPROVED UNCHANGED GOT WORSE
INCREASED UNCHANGED DECREASED
→ stronger feeling of uncertainty even among those who still have a full time job
→ the unemployed become less active in the search for a job: depressive
attitude, specially among the younger generations
20
Base: 3000 - %
Base: working population - %
Employment: 2011 to 2013
2011
2012
2013
First signs of the
recession
Further deterioration in
employment conditions
The employment
market becomes
inaccessible
Widely shared feeling of
alarm, that however
does not yet stimulate
action
Feeling of being nearly
hopeless
Strong feeling of
helplessness, distress
and dismay
Attempts to reinvent a
career
Flexibility (*) as only
possible choice of
survival
Paralysis and
resignation, mainly
among the younger
generation
(*) Temporary employment, occasional work
21
PUBLIC TRANSPORT
22
Public transport
Compared to last year, would you say public transport in your area has got better, worse or is unchanged?
2012
67
72
FIRST
SEMESTER
2013
73
28
4
3
BETTER
SECOND
SEMESTER
2013
26
24
3
UNCHANGED
WORSE
→ means in metropolitan areas are the most crowded, following an increase in
use as a saving strategy
23
Base: 1000 - %
Public Transport: 2011 to 2013
2011
2012
2013
Passive fruition and
little emotional
involvement
Larger awareness of
pros and cons of the
service
Active search for the
most suitable option for
transport
Irregular use and
Approaching the service
second choice (in favour as low cost alternative
of one’s car)
Increase in fare felt as
unjustified
24
Dissatisfaction with
quality of the service
Using public service
becomes a firm habit
Worsening of opinion
due to lack of trust in
public managers
HEALTHCARE
(Public health services)
25
Healthcare
Are the public healthcare structures improved, got worse or are they unchanged compared to last year?
2012
67
71
71
29
5
2
FIRST
SEMESTER
2013
27
SECOND
SEMESTER
2013
24
5
IMPROVED
UNCHANGED
GOT WORSE
Drop in perceived quality:
→ structures and devices are outdated, inadequate
→ staff is inefficient due to increased work load following personnel downsizing
26
Base: 1000 - %
Healthcare: 2011 to 2013
27
2011
2012
2013
Slight concern about
the risk the public
health system may get
worse
Full concern and
widening of the NorthSouth gap in quality
General awareness of
an impoverishment that
brings the North and the
South closer
Private health services
commonly used, not
only in emergency
Active search for
alternative structures:
semi-private or “mass
market”
Healthcare services put
off
That the public service
may be privatised is just
dismissed
First few tangible signs
that the public service
may be privatised
Acceptance and
resignation:
privatisation is
inevitable
PUBLIC EDUCATION
28
Public Education
Have (public) schools in your area got better, worse or remained unchanged compared to one year ago?
2012
74
79
80
23
3
3
IMPROVED
FIRST
SEMESTER
2013
18
SECOND
SEMESTER
2013
16
5
UNCHANGED
GOT WORSE
→ opinion is basically confirmed (has always been critical)
→ criticism towards teachers, who are considered privileged
29
Base: 1000 - %
... And: 32% would
recommend children
to go and study
abroad
… But: 92% would
chose a public rather
than a private school
Public Education: 2011 to 2013
30
2011
2012
2013
Slow, but continuing
worsening
Perceived worsening
continues
Strong dissatisfaction
Astonishment: need to
make up for bad service
using own resourses
Indignation and strain
due to the continuing
need to use onw
resources
Complete loss of trust
and confidence
PUBLIC SAFETY
31
Perception of safety
Thinking about safety in general, crime and presence of police forces, do you feel that the situation over the past 12
months has improved, worsened or remained unchanged?
2012
67
72
FIRST
SEMESTER
2013
71
29
4
2
IMPROVED
26
Base: 1000 - %
27
1
UNCHANGED
WORSENED
→ Worsening is mainly felt in the Centre and South of Italy
32
SECOND
SEMESTER
2013
Safety: 2011 to 2013
2011
2012
2013
The country is
considered reasonably
safe
Instability induced by
the economic crisis
starts undermining the
feeling of safety
Feeling of lack of safety
taken to the extreme
Sense of threat confined Increase in the feeling of Citizen feel abandoned,
to minor dangers
vulnerability
therefore uncertainty
grows
Use of rooted and
proven strategies
33
Strategies become more
Strong feeling of
and more erratic and
helplessness that
based on apprehension impedes new strategies
INFORMATION
34
Quality of information
Thinking about the quality of information available, would you say that, over the past 12 months, quality has
improved, worsened or remained unchanged?
2012
52
56
FIRST
SEMESTER
2013
55
34
15
10
IMPROVED
SECOND
SEMESTER
2013
35
37
8
UNCHANGED
WORSENED
→ for the first time (2013) the public complains about how demanding it is to
actively search for quality information
→ also, the public wonders whether it is useful or not to keep informed about
the country’s events, as it is felt that there is no way of influencing them
→ lack of trust in the truthfulness of what is being published increases and for
the first time involves the internet
35
Base: 1000 - %
Information: 2011 to 2013
36
2011
2012
2013
Unprecedent criticism
towards established
means
Growing skepticism
towards institutional
sources
Feeling of being
“manipulated”
Pro active use of more
sources
Strengthening of
proactive search,
specially on the internet
Widening gap between
the user and the source
Strong feeling of self
efficacy
Feeling of being in
control and good levels
of efficacy
Helplessness, that
weakens the desire of
keeping updated
RELATIONSHIP WITH
INSTITUTIONS AND
AUTHORITIES
37
Relationship with institutions and authorities
How active or passive would you say your
relationship is with the (local, national)
authorities?
2012
FIRST
SEMESTER
2013
SECOND
SEMESTER
2013
Compared to one year ago, do you feel closer or
more distant from them?
2012
60
64
61
FIRST
SEMESTER
2013
SECOND
SEMESTER
2013
50
53
42
34
5
3
33
5
NEITHER, NOR
47
44
34
5
ACTIVE
53
PASSIVE
4
CLOSER
3
NO DIFFERENCE
MORE DISTANT
Widening gap between citizens and institutions:
→ politicians are seen as more and more careerist and inconclusive
→ the blame is put on the typical Italian mindset, considered to be the origin of
the current crisis
→ overestimation of all that comes from abroad.
38
Base: 1000 - %
Relationship with authorities: 2011 to 2013
39
2011
2012
2013
Politicians not listening
to the citizens
Recognition of the
heavy burden the
“Governo Tecnico”
needs to bear
Politicians /authorities
judged inconclusive and
incompetent
Resentment towards
institutions
Some hope there may
be changes for the best
Disappointment
The citizens count on
their individual public
spirit
Overestimated power
each individual has to
improve society
Loss of trust: whatever
citizens may do won’t be
enough
NEVERTHELESS …
40
Italians are optimists
Italians are optimists by nature. Even faced with sacrifices, they WANT
to see the bright side of the coin.
Thus, in each and every saving strategy, the sacrifice is coupled with a
benefit …
Instead of going by car, I
go by bike: I keep fit and
enjoy the landscape
I shop at the street market,
browsing among the stalls is
relaxing and so I can chat with
the people
Instead of going to the pizza
restaurant, I make pizza at
home: it tastes better and is so
much more fun!
41
I remodel old clothes myself
and have rediscovered skills
that I had forgotten
With my friends, we meet at
home instead of going out: we
save money and it is quieter, to
the benefit of the conversation
I try to fix minor defaults at
home myself: I feel so proud
when I succeed!
Expectations for the future
Thinking about the future, do you feel things for you and your family will get better or worse in the next 12 months?
And to what extent?
BETTER 26%
2012 1
FIRST
SEMESTER 1
2013
SECOND
SEMESTER 2
2013
25
Base: 3000 - %
45
Positive D 6%
29
47
BETTER 26%
Positive D 3%
24
SAME WAY
4
WORSE 24%
20
51
SOMEWHAT BETTER
WORSE 29%
25
BETTER 30%
A LOT BETTER
42
Negative D 3%
WORSE 23%
20
SOMEWHAT WORSE
4
A LOT WORSE
3
Thank you
43