Frank and No-Nonsense

"Life is good, so what’s there to complain about? Though of course if we had our
way, we’d teach those politicians in Den Haag a thing or two."

Frank and No-Nonsense

Frank and No-Nonsense people know their own mind and like to give their opinion. They know exactly how things should be done in the Netherlands: the way they
have always been done. This segment lives and works at a relatively basic level and know that their opportunities to climb the social ladder are limited. But that’s okay; a
friendly bunch of neighbours and regular socialising make life well worth living.

Demographic characteristics

The Frank and No-Nonsense group ranges in age from 18 all the way up to 60, with
a peak between 45 and 60. They include singles and couples, mostly without children. There are some families in this segment, with children of all ages. The breadwinner has usually completed basic vocational secondary education or the first level of intermediate vocational education. Typical trades include driver, car mechanic, steelworker, construction worker or catering staff. Low-skilled labour
sets the trend. Some members of Frank and No-Nonsense are without work. Getting
by on a relatively low income means it is sometimes difficult to pay the bills, despite the government benefits many receive.

Living environment

This segment mainly consists of tenants. They live in all kinds of houses, but cheaper, terraced housing is clearly overrepresented. This often takes the form of social housing with average to below average living space. The houses date from the post-war period (1945-1989) and have a value of up to EUR 250,000. This group is satisfied with where they live. Frank and No-Nonsense people can mainly be found in
towns such as Wageningen, Vaals, Den Helder and Eemsdelta.

Lifestyle

Frank and No-Nonsense tenants often have a moped or a scooter parked outside; ideal for going to work, to the pub or to shop at the cheaper chain stores such as Bristol, Scapino, C&A or the slightly more upmarket H&M. This is not a group who plays sports; at most a game of darts or snooker at the community centre. They do smoke, a habit that offers them comfort and relaxation. They are not ones for travel; the household budget doesn’t always stretch that far and besides, there’s enough to do in the neighbourhood. A trip to a theme park or Apenheul primates park makes a great day out with the kids or the grandkids during the school holidays. This is also a group who spends a good many hours watching films on television or sitting at the computer, where their favourite pastimes are gaming, online card games and sometimes shopping around for bargains. They also have an above-average interest in sports cars and high-speed pursuits.

Media

Gossip magazines such as Privé and Story can be found on the coffee table. They like to read what the Royals have been up to this week and how the soap stars are doing. Free newspapers and news websites are also much read; always worth keeping up with what’s happening in the Netherlands. The younger members of Frank and No-Nonsense mostly listen to SLAM! and FunX on the radio and like watching accessible entertainment on TLC. Snapchat meets most of their social media needs and they usually have a number of game consoles at home. They regularly make online purchases, and their preferred option is payment in arrears.

Mindset

‘Keep your feet firmly on the ground’ could be the motto of the Frank and No-Nonsense segment. Following well-trodden paths provides security and keeps everything as it should be. A clear and sensible world view is something this group definitely needs in these complex modern times. Moreover, these are people who tend to believe in fate and have little patience for unexpected detours. What’s meant for you will not pass you by. They like to operate within their own frame of reference and sometimes find security in coming across as less intelligent than they actually are. That way no one will expect too much from them.

Sub-segments

Other Whize Segmentsn

Brochure