JMK launches its annual Mood Metre Study revealing ‘control freaks cynics and hypocrites’

JMK today released its annual Mood Metre Study which found that whilst middle Australians are busy trying to keep up with the rat race, they are ‘control freaks, cynics and hypocrites’ when it comes to their outlook on some important issues.

The Mood Metre Study is the result of 120 middle Australian families interviewed to gauge their confidence in brands, businesses, the economy, community and government as they head into this election year.

Middle Australian families have no time for what they view as unbelievable or insincere ads and tend to perceive leading retailers and banks as ‘villains’. That said, they have no problem with rewarding these ‘villains’ with their patronage.

Click here to view the study – JMK_Mood Metre_2013.pdf

The study also reveals middle Australia’s choice of winning and losing brands.

Says Julian Martin, CEO and head of strategy at JMK: “The study showed that middle Australian families are ‘control freaks’ when it comes to most decisions they make, ‘cynics’ towards most businesses and governments, and ‘hypocrites with rhinoceros hide’ because while they lament the impact that the two major retailers are having on the local corner shop and many food suppliers they continue to reward them with their hip pocket.

“This paradoxical behavior is being driven by cost and time pressures. They are too busy to shop around and too budget constrained to want to pay more. This is not a life stage group that can enact principles beyond what is best for my family now.”

Those participating in the study, identified Apple and Samsung, small challenger banks such as Bank West and retailer The Good Guys as ‘heroes’ and brands such as Vodafone, the big four banks and the big retailers as ‘villains’.

The study also ranked AAMI’s ‘Rhonda and Ketut’, Budget’s ‘Bujey Bujey’ and RACQ ‘Wouldn’t be without them’ ads as the most loved for being engaging, funny and well branded. But ads by Harvey Norman and the big four banks were viewed as unbelievable and insincere.

Says Martin: “The only ad that was equally loved and hated by participants was Coles’ ‘Down Down’ because of its ‘in your face’ message. Those that loved the ad liked the ‘in your face’ message about low prices and those that hated the ad, thought it was too ‘in your face’ and unbelievable.”