Time Capsule Research

August 2011

The question we asked…

• Imagine you were leaving a time capsule for future generations to learn about you and your life, what would you list as…

• The three brands you use that say most about who you are?

• The national or international event that has had the greatest influence on who you are?

• The person who has been the greatest inspiration to you?

• The object that best defines who you are?• The word that best describes your outlook on life?

BRANDSTime Capsule Research

Time Capsule Brands: ToplineImagine you were leaving a time capsule for future generations to learn about you and your life, what would you list as the three brands you use that say most about who you are?

Time Capsule Brands: ToplineImagine you were leaving a time capsule for future generations to learn about you and your life, what would you list as the three brands you use that say most about who you are?

TOP 10 SECTORS %

1 Technology 19%

2 Retailers 14%

3 Food 13%

4 Clothes 10%

5 Cosmetics 8%

6 Automobile 6%

7 Alcoholic Drinks 3%

8 Media 3%

9 Websites 3%

10 Designer brands 3%

TOP 10 BRANDS %

1 Apple 4%

2 Sony 3%

3 M&S 3%

4 Tesco 2%

5 Cadbury 2%

6 Microsoft 1%

7 Heinz 1%

8 Sainsbury's 1%

9 Nike 1%

10 Samsung 1%

Time Capsule Brands: The Gender StoryWomenImagine you were leaving a time capsule for future generations to learn about you and your life, what would you list as the three brands you use that say most about who you are?

TOP 5 SECTORS AMONG WOMEN

%

1 Technology 16%

2 Food 16%

3 Retailers 15%

4 Cosmetics 12%

5 Clothes 10%TOP 5 BRANDS AMONG

WOMEN%

1 Apple 3%

2 M&S 3%

3 Tesco 2%

4 Cadbury 2%

5 Sony 2%

Time Capsule Brands: The Gender StoryMenImagine you were leaving a time capsule for future generations to learn about you and your life, what would you list as the three brands you use that say most about who you are?

TOP 5 SECTORS AMONG MEN

%

1 Technology 22%

2 Retailers 12%

3 Food 10%

4 Automobile 9%

5 Clothes 9%TOP 5 BRANDS AMONG

MEN%

1 Apple 5%

2 Sony 4%

3 Tesco 3%

4 M&S 2%

5 Microsoft 2%

Time Capsule Brands: The Age StoryUnder 35sImagine you were leaving a time capsule for future generations to learn about you and your life, what would you list as the three brands you use that say most about who you are?

TOP 5 SECTORS AMONG UNDER 35s

%

1 Technology 23%

2 Clothes 17%

3 Cosmetics 10%

4 Food 9%

5 Retailers 7%

TOP 5 BRANDS AMONG UNDER 35s

%

1 Apple 7%

2 Sony 4%

3 Nike 3%

4 Tesco 2%

5 Microsoft 2%

Time Capsule Brands: The Age StoryOver 55sImagine you were leaving a time capsule for future generations to learn about you and your life, what would you list as the three brands you use that say most about who you are?

TOP 5 SECTORS AMONG OVER 55s

%

1 Retailers 20%

2 Technology 15%

3 Food 14%

4 Automobile 9%

5 Cosmetics 6%

TOP 5 BRANDS AMONG OVER 55s

%

1 M&S 6%

2 Tesco 3%

3 Sainsbury's 2%

4 Apple 2%

5 Sony 2%

Time Capsule Brands: The Class StoryWorking Class IdentifiersImagine you were leaving a time capsule for future generations to learn about you and your life, what would you list as the three brands you use that say most about who you are?

TOP 5 SECTORS AMONG WC

%

1 Technology 20%

2 Food 13%

3 Retailers 12%

4 Clothes 10%

5 Cosmetics 9%TOP 5 BRANDS AMONG WC %

1 Sony 4%

2 Apple 3%

3 Tesco 3%

4 Microsoft 2%

5 Heinz 2%

Time Capsule Brands: The Class StoryMiddle Class IdentifiesImagine you were leaving a time capsule for future generations to learn about you and your life, what would you list as the three brands you use that say most about who you are?

TOP 5 SECTORS AMONG MC

%

1 Technology 18%

2 Retailers 15%

3 Food 13%

4 Clothes 10%

5 Automobile 7%TOP 5 BRANDS AMONG MC %

1 Apple 5%

2 M&S 4%

3 Sony 3%

4 Tesco 3%

5 Sainsbury's 2%

LIFE DEFINING EVENTSTime Capsule Research

Time Capsule: Life Defining EventsImagine you were leaving a time capsule for future generations to learn about you and your life, what would you list as the national or international event that has had the greatest influence on who you are?

TOP 10 %

1 WW2 12%

2 9/11 10%

3 Olympic Games 4%

4 Moon Landing 4%

5 World Cup 3%

6 Will and Kate’s Marriage 2%

7 Death of Princess Diana 2%

8 Live Aid 2%

9 1966 World Cup 2%

10 Berlin Wall 2%

Life Defining Events: The Gender StoryWomen

TOP 10 %

1 9/11 12%

2 WW2 11%

3 Olympic Games 5%

4 Will and Kate’s Marriage 4%

5 Moon Landing 3%

6 Death of Princess Diana 3%

7 Live Aid 3%

8 World Cup 1%

9 Release of Nelson Mandela 1%

10 Women’s Suffrage 1%

Imagine you were leaving a time capsule for future generations to learn about you and your life, what would you list as the national or international event that has had the greatest influence on who you are?

Life Defining Events: The Gender StoryMen

TOP 10 %

1 WW2 13%

2 9/11 9%

3 World Cup 5%

4 Moon Landing 5%

5 Olympic Games 3%

6 Berlin Wall 2%

7 1966 World Cup 2%

8 Live Aid 2%

9 Death of Princess Diana 2%

10 2012 Olympics 2%

Imagine you were leaving a time capsule for future generations to learn about you and your life, what would you list as the national or international event that has had the greatest influence on who you are?

Life Defining Events: The Age StoryUnder 35s

TOP 10 %

1 9/11 15%

2 WW2 8%

3 Olympic Games 7%

4 World Cup 6%

5 Will and Kate’s Marriage 4%

6 7/7 2%

7 Moon Landing 2%

8 2012 Olympics 2%

9 Death of Princess Diana 2%

10 Berlin Wall 1%

Imagine you were leaving a time capsule for future generations to learn about you and your life, what would you list as the national or international event that has had the greatest influence on who you are?

Life Defining Events: The Age StoryOver 55s

TOP 10 %

1 WW2 18%

2 9/11 6%

3 Moon Landing 5%

4 Death of Princess Diana 3%

5 Berlin Wall 3%

6 1966 World Cup 3%

7 Olympic Games 2%

8 Assassination of JFK 2%

9 Band Aid 2%

10

Coronation of Queen Elizabeth II 2%

Imagine you were leaving a time capsule for future generations to learn about you and your life, what would you list as the national or international event that has had the greatest influence on who you are?

PERSON WHO HAS BEEN THE GREATEST INSPIRATION

Time Capsule Research

Time Capsule: Greatest InspirationImagine you were leaving a time capsule for future generations to learn about you and your life, what would you list as the person who has been the greatest inspiration to you?

TOP 10 %

1 Parent 34%

2 Partner 7%

3 Grandparent 4%

4 Nelson Mandela 4%

5 Winston Churchill 3%

6 Son / Daughter / Children 2%

7 Margaret Thatcher 2%

8 Teacher 2%

9 Jesus Christ 2%

10 Diana, Princess of Wales 1%

OBJECT THAT BEST DEFINES YOU

Time Capsule Research

Time Capsule: Object that best defines youImagine you were leaving a time capsule for future generations to learn about you and your life, what would you list as the object that best defines who you are?

TOP 10 %

1 PC/Computer/Laptop 10%

2 House 5%

3 Car 4%

4 Mobile phone 4%

5 Books 3%

6 Family 2%

7 The Bible 2%

8 Wedding ring 2%

9 TV 1%

10 iPod/MP3 player 1%

WORD THAT BEST DESCRIBES YOUR OUTLOOK ON LIFE

Time Capsule Research

Time Capsule: Word that describes your outlookImagine you were leaving a time capsule for future generations to learn about you and your life, what would you list as the word that best describes your outlook on life?

TOP 10 %

1 Optimistic 22%

2 Positive 9%

3 Hopeful 6%

4 Happy 4%

5 Pessimistic 3%

6 Realistic 2%

7 Relaxed 2%

8 Easy-going 1%

9 Laid-back 1%

10 Cautious 1%

Time Capsule ResearchBritainThinks conducted an online survey of 2047 UK adults between 29th – 31st July 2011. The survey was carried out using the Populus Data Solutions online panel. Data reflect the profile of UK adults in terms of age, gender, social economic group and region.

The questions asked for 'open responses' whereby respondents typed their answers into text boxes. These responses were coded to correct spelling, etc. where this was applicable. Brands were then categorised by BritainThinks researchers according to a simple coding scheme.