Consumers make decisions every day: we buy a cold cola to quench our thirst, a car seat for our children, a trip to the Chinese Wall. We make decisions whether to visit the cinema or to go the museum instead. What drives a consumer to make these decisions? Niels Vink talked about the drivers of consumer behaviour and how to take differences between consumers into account. He provided insights about how you can turn these differences between consumers into an advantage. He also shared some recent cases to illustrate how you can start increasing visitors to your event, museum or theatre tomorrow! www.congrespodiumkunsten.nl

1. How your visitors behaviour is affected
… and how to use this to your advantage
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Experian Public.

2. Niels Vink
Consumer Insight Specialist @ Experian
37
year
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3. What does cola cost?
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4. What does cola cost?
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5. What does car seat cost?
Who needs a car seat?
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6. Who wants backpacking in China?
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7. Drivers of Consumer Behaviour
Characteristics
Behaviour 37
year
Intention
Attitudes
Norms
Values
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8. Average Provincials
Values, attitudes and characteristics
Values Characteristics
Enjoying life Age 45-75 years
Social Recognition Families with teenagers
House owners
Attitudes
Too many foreigners in Holland Lower employees
Proud to be a Dutchman Gross annual income: €24k – €31k
I like to buy new clothing House value: €100k - €150k
Too much legislation and rules Medium floor space: 91 m2 - 136m2
Vote conservative (PVV) Medium educated
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9. Wealthy Terrace Owners
Values, attitudes and characteristics
Values Characteristics
Creating a better world Age 45-65 years
World peace Families with teenagers
House owners
Attitudes
Foreign aid to developing nations Higher employees/ directors
Ideas are more important than money Gross annual income: €73k - €97k
Donate to charity House value: €350k - €500k
Protect the environment Large floor space: >136 m2
Vote liberal (VVD) Highly educated
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10. Experian Data Sources
Geodan Kadaster
Navteq Dataland
Falkplan Andes RDC
Centraal GIS
Bureau voor de
Statistiek data Jonge Gezinnen
Registration
Registratie M&R
Trendbox data Developments
Onderzoeks-
Onderzoeks- data
Market
Cherridata
enresearch
lifestyle Kamer van
Koophandel
data
TNS Nipo Postnl
GfK Panel KPN Telecom
Services (TOF) NOM Experian
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11. Who lives here?
Example: Zipcode 2661RA
12x 15x
<45 45+
23x 4x
24x 3x
5x 22x
1x 26x
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12. Predict Consumer Behaviour based on
characteristics!
Characteristics
Behaviour 37
year
Intention
Attitudes
Norms
Values
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13. Mosaic Household
<45
year
Wealth
Age
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14. Good City Life
Digital Flat Owners
<45
year
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15. Moving
<45
year
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16. Mosaic Household
Kids and Careers
<45
year
Wealth
Age
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17. Experian Marketing Services
Our Clients
Finances-Insurance Retail Telco-Media Automotive-Travel
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18. Consumer Behaviour in cultural sector
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19. What do you need to do?
1. Gather characteristics, behaviours and attitudes/ values (or addresses!)
2. Determine the correlations to
► Find out the characteristics that influence the desired behaviour!
► Find your good customers
3. Start getting people to visiting your event/ museum/ theather!
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20. Contact
Niels Vink Experian Marketing Services
Consumer Insight Specialist Kantoorgebouw t Schip
T: 070 440 4458 Verheeskade 25, 2521 BE Den Haag
M: 06 1230 7351 Postbus 13128, 2501 EC Den Haag
niels.vink@nl.experian.com www.experian.nl
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