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Engines Get Me index Which brands really get theirconsumers?
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CONTENTS
1. Introduction
2. Methodology
3. Brand and Sector List
4. Results and Analysis
a. Overview
b. Overall Winners and Losers
c. Category Champions
d. Key Criteria - Top and Bottom 10s
e. Sector Specific Insights
i. Financial
ii. Retail
iii. Fast Food
5. About Engine
6. Contact
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1. INTRODUCTION
Do you get me?We live in a world of ever-increasing dataabout consumers behaviour, thoughts andactions. Despite this, brands andbusinesses are frequently guilty of beingcompletely incapable of understanding thevery people they want to connect with.
In the era of socially-enabled, real-time
feedback, consumers are brand savvy andbrand sceptics deftly and swiftly formingand sharing opinions about everything abrand says, does and stands for. Theyreincreasingly vocal about the brands thatget it wrong too.
Engines Get Me index is an attempt tounpick this phenomenon: To find outexactly what consumers think and feel
about the UKs top 100 businesses andbrands that feature in their everyday lives.Its part of our quest as marketeers toidentify and learn from the ones whichmake consumers say Yeah, they really getme!
Of course, the Get Me index is also anopportunity to highlight the ones that justdont get it those who are perhaps guiltyof concentrating too much on the next setof financial results. Those who haveforgotten that their business only exists asa result of continued connection with theirtarget market.
You may already be able to guess some of the brands that appear at each end of thelist. But there may be a few that surpriseyou too.
Chief Strategy Director
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2. METHODOLOGY A sample of 2,200+ UK online adults werequestioned by TNS during mid-2012.Participants were presented with aselection of 100 brands across a widerange of sectors:
Automotive Beverage Financial Services Food Insurance Leisure and Entertainment Media and Telecommunications Oil and Gas Retail Technology Travel Utilities
The Get Me Criteria
Participants were presented withstatements about companies and brandsthat probed six key criteria:
1. Emotional2. Rational3. Values4. Listening5. Marketing Communications6. Adaptability
They were asked to score these brands onhow well they felt they performed for eachstatement on a scale of 1 to 7, where 1meant an extremely poor performance and7 meant an excellent one.
The statements relating to the key criteriawere as follows:
1. Emotional
Brand X cares about me / its customers2. Rational
Brand X provides products and servicesthat are useful to me
3. ValuesBrand X has values I can relate to
4. ListeningBrand X listens to me / its customers
5. Marketing CommunicationsBrand X produces advertising and
marketing that appeals to me6. Adaptability
Brand X changes to keep up with my needs
Calculating the Get Me index
The Get Me index itself is calculatedmuch like a net promoter score.
After scoring these brands on the scale of 1-7, the net poor responses (thepercentage of those ranked 1 or 2) weresubtracted from the net positive responses(the percentage of those ranked 6 or 7) andthen added to 100 to generate a value andranking for each question.
The scores from the key criteria were thenaggregated to produce the overallheadline Get Me index. This forms thebasis for overall rank by question, sectorand against numerous standarddemographics - sex, region, social grade,etc.
All scores for the survey fell between 50and 150. A score of less than 100 isconsidered negative, while a score of over100 is considered positive.
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4. RESULTS AND ANALYSIS
Overall winners and losers
Top 10 performers (1-10)
Bottom 10 performers (90-100)
50
60
70
80
90
100
110
120
I n d
e x
Neutral
50
60
7080
90
100
110
120
I n d
e x
Neutral
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60
80
100
120Care
Utility
Values
Listening
Comms
Adaptability
AsdaGmi Average
60
80
100
120Care
Utility
Values
Listening
Comms
Adaptability
Virgin MediaGmi Average
4. RESULTS AND ANALYSIS
- Number 1 in Retail
5th overall and the nations best performing retailer a stellar performance by the EDLPspecialists. The retailer outperformed stalwarts including Waitrose and M&S, and was thesurveys best performing brand in terms of values I can relate to.
- Number 1 in Media and Telco
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10
60
80
100
120Care
Utility
Values
Listening
Comms
Adaptability
NationwideGmi Average
60
80
100
120Care
Utility
Values
Listening
Comms
Adaptability
Virgin Atlantic
Gmi Average
4. RESULTS AND ANALYSIS
- Number 1 in Travel
- Number 1 in Financial Services
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60
80
100
120Care
Utility
Values
Listening
Comms
Adaptability
Ford
Gmi Average
60
80
100
120Care
Utility
Values
Listenin
Comms
Adaptability
EvianGmi Average
4. RESULTS AND ANALYSIS
- Number 1 in Automotive
- Number 1 in Beverage
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4. RESULTS AND ANALYSIS
- Number 1 in Leisure and Entertainment
60
80
100
120Care
Utility
Values
Listening
Comms
Adaptability
National Lottery
Gmi Average
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4. RESULTS AND ANALYSIS
Key Criteria - Top and Bottom 10s
EmotionalBrand X cares about me / its customers
1 Google 91 British Gas
2 Hovis 92 Shell
3 Marks & Spencer 93 BP
4 Morrisons 94 N Power
5 Microsoft 95 Burger King
6 Samsung 96 McDonalds
7 Kelloggs 97 William Hill
8 Waitrose 98 Ladbrokes
9 John Lewis 99 RBS
10 Asda 100 RyanAir
When looked at as a whole, the average score for this criterion against all respondents wasonly 89.7. Meaning most brands have more detractors than endorsers.
0
20
40
60
80
100
120
140
I n d
e x
Emotional - Top and bottom scores compared
Average
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4. RESULTS AND ANALYSIS
Marketing CommunicationsBrand X produces advertising and marketing that appeals to me
1 Walkers 91 Shell 2 Apple 92 McDonalds 3 Cadbury 93 BP 4 Google 94 Capital One 5 Hovis 95 N Power 6 Microsoft 96 RyanAir
7 Marks and Spencer 97 Burger King 8 Samsung 98 William Hill 9 Morrisons 99 RBS 10 Kelloggs 100 Ladbrokes
AdaptabilityBrand X changes to keep up with my needs
1 Microsoft 91 Coral 2 Google 92 BP 3 Apple 93 Match.com 4 Samsung 94 N Power 5 Asda 95 McDonalds 6 Cadbury 96 William Hill 7 Hovis 97 RyanAir8 Kelloggs 98 Burger King 9 Birds Eye 99 RBS 10 Flora 100 Ladbrokes
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4. RESULTS AND ANALYSIS
Sector Specific Insights
The Financial Sector
Nationwide were the only financial services brand in the Get Me Top 30, as a building societythey avoided being tarred by the same brush as the banks. NatWest, the next best performersin the category, were a distant 52 nd , while RBS still bear the brunt of the responsibility for thefinancial crisis and are ranked as the second least caring brand of all 100 featured in thesurvey.
50
60
70
80
90
100
110
120
I n d
e x
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4. RESULTS AND ANALYSIS
Retail
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60
80
100
120Care
Utility
Values
Listening
Comms
Adaptability
4. RESULTS AND ANALYSIS
Fast Food Fast Food brands perform more strongly with men rather than women across all six
questions. 16-24 age group far more likely to rate fast food category positively Fast Food Brands have fewer detractors among C2DEs Heartland of sentiment in Midlands and North, with South scoring less well perhaps
reflecting the geographical distribution of the business?
A well rounded performance overall, Subway is the clear winner amongstthe competitor set. At 68th overall it is almost 30 places aboveMcDonalds and Burger King. The brand seemingly benefits from a lack of
association with the Fast Food category as a whole. Subway avoids being tarred with the samebrush as the big two in the minds of consumers.
McDonalds vs Burger King
Two of the worst performing brands in the survey - 95 th and 96 th overall, these brands keep companywith disgraced financial services providers, oil giants, gambling companies and cut price airlines. Ingeneral, UK adults display a clear distaste for what these two brand stand for. McDonalds stronger
performance in marketing communications, utility and willingness to adapt to changing consumerneeds means that it just edges ahead of Burger King. It is possible that BKs abrasive, male brand
personality and experience has lost out to McDonalds softer, warmer approach
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60
80
100
120Care
Utility
Values
Listenin
Comms
Adaptability
60
80
100
120Care
Utility
Values
Listening
Comms
Adaptability
4. RESULTS AND ANALYSIS
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5. ABOUT ENGINE
Engine launched in 2005 with a vision of building a true agency community for the
21st century.
There are currently 13 agencies in ourgroup, providing clients with best in classmarketing services ranging from brandconsultancy to consumer PR, sponsorshipconsultancy, direct marketing, digitaladvertising, experiential, data strategy,social media and mobile, business and
brand reputation, advertising, CRM anddigital design and build.
We are based in seven cities on threecontinents, with offices in London, New
York, Brussels, Shanghai, Hong Kong,Edinburgh and San Francisco.
Our clients include Sky, BMW, Santander,Bupa, Diageo, Tesco and Coca-Cola.
6. CONTACT
To find out more about Engines Get Meindex and other thought leadershipinitiatives please contact:
