Our What Québec Wants survey identified five Connectors. These Connectors greatly influence how Quebeckers relate to the world around them as people and as consumers. Brands that align their appeals with these connectors have a greater chance of establishing deep connections with their target consumers in Québec.
Life Uncomplicated is by far the most intense Connector. Simply put, Quebeckers have a deep need (and a deeper need than Canadians in the ROC) to take measures to simplify many aspects of their lives, from getting rid of non-essentials, to managing their time more effectively, to quickly and simply getting what they want.
One in two Canadians believe it is important to take measures to simplify their lives and manage their time more efficiently. This need to simplify their lives is significantly greater in among French Quebeckers.
It’s no wonder that the newsmagazine L’actualité recently published a report on the search for simplicity as a means to better living. French Quebeckers are more likely to strive to achieve a good balance between work and family life. They are also more likely to say it’s important to get rid of some of the non-essentials in their life.
Marketers who recognize that consumers and customers respond best to simple offers, simply communicated will benefit greatly in Québec.
These survey results suggest that French Quebeckers are significantly more likely to enthusiastically support brands that make choosing, buying and using a product or service simpler. This search for simplicity does not mean that Quebeckers are necessarily more stressed than Canadian in the ROC. In fact, the data suggests that they are less so. Perhaps many French Quebeckers are already taking measures to simplify their lives and are consequently managing their stress levels.
How can marketers tap into this need for simplicity? The short answer is to take some of the guess work out of the purchase decision.
French Quebeckers are significantly more likely to say that “reading is old-fashioned and there are quicker and easier ways to find out what they want to know.” In short, they’ll read the quick start guide and rarely get to the full user manual.
The Québec liquor board (SAQ) offers a convincing case for simplification. Its “pastilles de goût” or taste tags program embodies simplicity. It combines the love of wine and the need for simplicity. French Quebeckers looking for a quicker and easier way to find out about wines and to make themselves more knowledgeable and better educated about wine without much effort have found the perfect shortcut at the SAQ. You prefer an aromatic and robust red? Just look for the brown colour tag and voilà! No need to read the wine guides and attend classes.