Presentation delivered during Enterprising Donegal Business Week 2010 by Gerard O Neill of Amarach Consulting

1. From Recession to Recovery preparing your business for the next wave of growth Gerard O’Neill Amárach Research March 2010 © Amárach Research, 2010

2. we’re all doomed!

3. Ireland’s Recoveryare we there yet? Irish Consumers it’s in the mind Catch the Wave follow the money

4. Ireland’s Recoveryare we there yet?

6. Ireland at a Turning Point

9. Back Where We Started

10. 2. Irish Consumers it’s in the mind

11. DABDA did it

12. Unemployment drives confidence ... Source: CSO, ESRI, Amárach calculations

13. ... confidence drives consumption

14. A Better Outlook

15. Some Hope

16. Not Too Bad

17. Business Confident Up to/including February 2010

18. Planning Hopefully

19. Price, Price, Price

20. Deal Hungry

21. Sales Drivers

22. U-Growth Markets

23. 3. Catch the Wave follow the money

24. Middle-Ageing

25. The Pope’s Grandchildren

26. Don’t Forget the Grandparents www.businessofageing.com

27. Dublin Doubles

28. Life Online

29. Life Online

30. The Power of Storymake the future inevitable

32. Ireland in 2020 will be: Worse than in 2010? The same as in 2010? Better than in 2010? 12% 29% 59%

33. Part of the resurgence in Irishnessin advertising is about restoring trust and forging deeper, emotional connections with Irish people. But success requires more than branding: it requires deeper insights into the emerging needs of the Irish market and beyond. All recessions end in recovery – and so will this one. A key task is to know your ‘story’ about your forthcoming success and to share it with colleagues and clients as recovery begins ...

34. Stories teach us how to live. We are born and raised in stories, and stories answer all the big questions in life: who am I? why am I here? what should I do? Stories are especially suited for answering the "ought" questions, perhaps the most perplexing questions of all ... And at the heart of all stories is choice, the necessity of choosing coupled with the uncertainty of consequences. Daniel Taylor

35. Amárach Research 11 Kingswood Business Centre Citywest Business Campus Dublin 24 T. (01) 410 5200 E: gerard.oneill@amarach.com W: www.amarach.com B: www.amarachresearch.blogspot.com

36. Appendix: About Amárach We are Ireland’s largest independent market research agency, in business since 1989. We focus on delivering two key benefits to our clients:1. Consumer Foresight– using market research to say ‘what next’.2. Business Insight– using research to make business decisions. We provide the full array of market research services including:- Quantitative: face-to-face, telephone, web- Qualitative: focus groups, in-depths, ethnographic- Field Only: for international & domestic agencies Register for our free fortnightly eletterconsumerforesight at: www.amarach.com Read our regular blog:www.amarachresearch.blogspot.com