Let’s activate reluctant targets!
For our fourth episode of our lockdown diary, let’s return to France. For Paris and part of the Southwest (Toulouse, and the Atlantic coast), last Friday was the last day of “school” (at home of course). French do like to appear undisciplined; and to complain about the indiscipline of others.
So once again we heard a lot of messages blaming irresponsible behavior over the weekend, insisting on checks from highway patrols to avoid mass departures from Paris for holidays, etc.…
Was it justified? To neither denounce nor blame anyone, we had a look at our data1. First thing that we did, we checked the usage of waze (the collaborative GPS app), since lockdown. We focused on users living in greater Paris area (“Ile de France”).
Several findings can be drawn from this graph.
- As already mentioned, overall number of usages per day dropped off significantly after the lockdown decision (note however, the departures from Paris on the day before when the rumor of a lockdown already circulated).
- It is true that there are peaks during the weekends; maybe a little more during last weekend (impossible to assess with our data). But in any case, it remains very limited.
Let’s go beyond the statement to suggest solutions. We could apply the same techniques used in online marketing: we could “activate” these targets to communicate best sanitary practices, or specific messages to convince them to change their behavior.
So who are they?
Male or female, over represented within the 30-39 yrs age bracket, and superior economic class (which makes sense, if they are able to leave Paris for the weekend).
It reminds us of a result of a survey conducted by respondi at the beginning of the lockdown, the least concerned population were the senior managers2 . It is easy to make some hypothesis why they behave as they do: work remotely, no usage of public transportation (as they use waze…), so even if they break the rules, they are convinced (and maybe they are right…) they don’t spread the Covid 19 virus.
We could assume the message to address is not about understanding, but rather about being an example, or being supportive to each other.
Where this message should be broadcast?
As we know the target to address, where could they be specifically found on the web? Which websites for instance, are the ones they tend to visit more than others? Some important websites have a higher reach among this target:
- Le Monde (famous national newspaper)
- Marmiton (recipes)
- L’internaute (portal)
Let’s use market research and advertising techniques to fight against the virus!
1 Measures based on our n=2749 tracked panel in France. They all accepted to share their web navigation data by installing a software on their device(s) (mobile or desktop).
2 21,6% of Senior Managers declared they were either not concerned, or not concerned at all about the outbreak vs 15,4% in the general population. Survey conducted between the 24.03-31-03.2020, nat rep sample, n= 1674, weighting per age and gender.