2
What did we do?
1We researched how people feel about Belgium (as a brand). Which sentiment is predominant? Positivism or negativism?
2We captured the vocabulary and arguments used when people talk about Belgium.
3We checked whether people's attitudes changed in a discussion with others. Do people stick to their initial point of view or do they change their opinion?
3
How did we do it?
3 samples were identified:
The collection of the data took place via online panels in the beginning of 2017.
#1
Internal
(BE)
perspective
National representative sample of Belgians
(N=671)
#2
External
(UK)
perspective
National representative sample of Britons
(N=691)
#3
Inside-out
perspective
Deepdive of Muslims in Belgium together with Tiqah
(N=241)
4
5
Sentiment regarding Belgium
Q: We would like to know how you see Belgium as a country in respect of all its facets.
Below please state what you feel about Belgium. You can express your feelings on a scale of 0 to 10, with 0 being very negative and 10 being very positive.
6
Sentiment regarding Belgium
The average scores regarding the ‘Belgium’ brand for each sample:
Belgians give an average
score of
6.2/10
Britons give an average
score of
6.9/10
Muslims in Belgium give
a score of
6.0/10
Belgians give an average
score of
6.2/10
Britons give an average
score of
6.9/10
7
Another perspective of the sentiment score
Haters
People who give scores between 0 and 2.4 out of 10 as to how they feel about Belgium.
Criticasters
People who give scores between 2.5 and 4.9 out of 10 as to how they feel about Belgium.
Positivists
People who give scores between 5.0 and 7.4 out of 10 as to how they feel about Belgium.
Lovers
People who give scores between 7.5 and 10 out of 10 as to how they feel about Belgium.
8
6,3%
12,5%
51,6%
29,7%
Haters Criticasters Positivists Lovers
30% of Belgians
‘love’ Belgium
9
10
Analysis of the conversation
CrowdPulse works with the
vocabulary people use,
instead of predefined statements.
11
Analysis of the conversationIn Belgium
ThemesSubthemesTopicsVerbatims
12
Analysis of the conversationIn Belgium
16%
Social security
19%Politics
20%Society
15%Offer of
the country
16%Finances, economy & work
14%Quality of life
06main themes
found in the
conversation in
the group of
Belgians
13
20%
Society
8%
Security
• Belgians have a nuanced opinion: the justice system and the police generally do their job correctly, we do not suffer war or large disasters.
• However, the justice system and police have their faults, and there is a shared feeling of our safety being under threat (cfr. terrorism)
6%
Immigration andfugitives
There are two lines of reasoning within this narrative:
•People who argue that living within a multicultural society is an enrichment and who criticize the inhumane fugitive policies
•Belgians who are of the opinion that there are too many immigrants, asylum seekers and fugitives.
3%
Tensionsbetweenlinguistic
communities
3%
Freedom of speech
• There is still tension with regards to the linguistic communities
• People talk about an increasing divide between the communities, and even of feelings of hatred
• The ‘criticism’ comes both the Flemish and the Walloon side
• In Belgium, you are free. Free to express your opinion, to believe what you want, …
• We are a democracy, built on equality
• However, the system is under pressure, there are too many rules impinging on our freedom
• “Door de terreuraanslagen is gebleken dat de veiligheid in ons land niet optimaal is, daar is intussen al wat aan gedaan.”
• “Een land dat zich vredelievend opstelt naar de rest van de wereld.”
• « Malgré les événements récents, la Belgique me paraît être un pays sûr. »
• “We zijn tot nu toe toch gespaard van grote natuurrampen.”
• « La côté cosmopolite: la Belgique et un pays qui accueille une population issue de la planète entière. Par ailleurs le fait qu'elle abrite la capitale de l'Europe en fait un pays très cosmopolite au niveau européen. »
• “Multicultureel, invloeden in België van vele culturen doorheen de geschiedenis is een verrijking, wel spijtig dat extremen denken dat ze hun cultuur mogen komen prediken.”
• “Er moet nog meer werk gemaakt worden tegen immigratiepolitiek: er zijn momenteel genoeg immigranten.”
• “Samenraapsel van twee stammen zonder een enkele band.”
• « Tout est communautaire sous pression flamande. »
• « La petite guerre entre les flamands et les wallons n'est entretenue que par certains politiciens de n'importe quel parti. Y trouvent t-ils leur intèrêt? Oui certainement. On est tous égaux. »
• « C'est un pays où règne encore la liberté de penser, de s'exprimer, de croire ou ne pas croire. »
• “Als inwoner verliezen we stukje bij beetje onze vrijheid, teveel regels en te weinig eigen verantwoordelijkheid.”
• “Democratisch, spijtig dat populisme hier ook de kop opsteekt.”
Each
theme
is quantified
and
qualitatively
analyzed
in the full
research
report
EXAMPLE Theme Subthemes Verbatims
14
Deepdive #1
Regions of Belgium
What are the differences between the two language groups?
What divides and what connects us?
15
Sentiment regarding Belgium
Dutch-speaking Belgians
give an average score of
6.3/10
French-speaking Belgians
give an average score of
6.0/10
16
There are more negative voices among French speakers
Dutch speakers French speakers
05% 08%Haters
10% 15%Criticasters
53% 50%Positivists
32% 27%Lovers
17
What still connects us?
Not the classic symbols The following do:
1The quality of life
2
Frustrations about
the operation of the
political structure
18
Where are
the biggest
differences?
3 illustrations based on
the verbatims of people
19
“Consumer prices are
far too high compared
to neighbouring
countries.”
Dutch speakers
“The social
situation in Belgium
is increasingly
falling apart.”
French speakers
20
“I think economically
we are on the right
track at the moment.”
Dutch speakers
“The conservative
parties in power at the
moment are causing a
decline of Belgium.”
French speakers
Biggest differences
2. Feeling regarding current policy
21
“The quality of every
day life is in free fall
and I don’t think it will
improve.”
French speakers
“If everyone had a
slightly more
positive attitude
everything would
come good.”
Dutch speakers
22
Deepdive #2
Muslims in Belgium
The inside-out perspective, how do Belgians with a Muslim
background view Belgium
23
Sentiment regarding Belgium
The average score regarding the ‘Belgium’ brand
Belgian Muslims give a
score of
6.0/10
Belgians give an average
score of
6.2/10
24
Social Finances,
economy & work
Social security
Politics
Offer of BelgiumAttitude
Belgium regarding Muslims
Quality of life
Politics
Offer of the
country
Finances, economy & work
Quality of life
Social security Society
Sample
Belgian Muslims
Sample
Belgium general
25
Muslims in Belgium struggle
with the question:
“Can I really feel at home in Belgium?”
There is a field of tension
between rational and emotional
well-being
26
Rational well-being
Belgium meets the basic needs:
• Strong healthcare system
• Education system
• Social security
• Democracy
Compared to homeland:
• Healthcare based on status and origin
• Education for the rich, the rest has no access
• No social security
• ‘Unreal’ democracy
Social security
Finances, economy & work
Quality of life
27
Emotional well-being
No emotional bond with Belgium:
• They don't feel at home
• No safety or security
• Second-class citizen and deportable - noattachment to the country
Belgium thus becomes ‘the country where my house is, but not my home’.
28
Emotional well-being
Belgian Muslims hit a wall of distrust
• Media – Muslim is perpetrator, rarely the victim
• Populist politicians – scaremongering
• Increasing racism and discrimination – it is no longer not done to make racist statements
• Gap between citizens – Muslim and non-Muslim live separate lives
Social
Attitude Belgium
regarding Muslims
Politics
Offer of Belgium
29
“Some people do understand Muslims and treat us and live among us
respectfully.”
“There have been many times when I felt excluded, different to anyone else.
But then there are others (Belgians) who support me and are very interested in me. Despite the fact I am not a native
Belgian.”
“After all, I was born and bred here. I try to make contact and always be kind and good for the
people around me. You can see this improves the bonds with neighbours and schoolmates. Prejudices will never disappear, but as an
individual you can do something about it.”
Hope springs eternal!
“I just want to say that Belgium is my country, a beautiful
country, my home, I could never live in another country.”
Bonding and mutual respect
30
And the Britons?
“Rather dull country with only some interesting architecture in the large towns to boast about.”
31
32
Impact of the conversation
How many people changed their opinion after talking to someone else?
20%
69%
11%
23%
54%
22%
11%
63%
26%
UKBE MUS
33
Impact of the conversation
In Belgium
Initial
sentiment
Final
sentiment
06% 08%Haters
13% 14%Criticasters
52% 53%Positivists
30% 25%Lovers
34
Arguments with a
strong positiveimpact
• Dummy argument (part of the full research)
• Dummy argument (part of the full research)
• Dummy argument (part of the full research)
Arguments
with no meaningful impact
• Dummy argument (part of the full research)
• Dummy argument (part of the full research)
• Dummy argument (part of the full research)
Arguments with a
strong negativeimpact
• Dummy argument (part of the full research)
• Dummy argument (part of the full research)
• Dummy argument (part of the full research)
Identifying effective arguments
Global or by target group