A monthly survey of the mood of the Irish nation about the economic, spending, savings - and brands.

1. Economic Recovery Index
An Amárach Research Briefing:
Brand Mood Edition
March 2012
Economic Recovery Index © Amárach Research1

2. The Emotional Recovery
We have been reporting our monthly
Economic Recovery Index since April 2009.
We set out three years ago to assess the
psychological impact of the recession and to
chart our ‘emotional progress’ towards
recovery alongside our ‘economic progress’.
Our tracking research has shown the
remarkable emotional strength of the Irish
people, who have consistently reported
‘happiness’ and ‘enjoyment’ as their two most
frequently experienced emotions.
This report summarises our Economic
Recovery Index results from April 2009 to
March 2012.
The most recent fieldwork was conducted
during 19th to 24th March 2012 inclusive.
Economic Recovery Index 2

3. Brand Moods
We regularly track and measure brands, customer
satisfaction and advertising impact for a diverse
range of clients.
One of the key measurement tasks is to measure
the emotional strength of the consumer-brand
relationship: usually in terms of a brand’s equity,
values and positioning.
But the emotional content of our brand relations is
also shaped by the wider emotional landscape –
something we have been tracking as part of the
Economic Recovery Index.
In this special issue we examine the ERI from the
perspective of brands, i.e.: by comparing the
views of consumers according to their main bank,
supermarket, telco, insurer, utility and newspaper.
We think you’ll find the results fascinating…
Economic Recovery Index 3

4. A Matter of Measurement
Every month we survey a representative, online sample of 1,000 adults and ask them to tell us
which one statement ‘best describes the economic situation in Ireland right now’ (listed below)
The consumer outlook has improved significantly since February:
Feb’12: 0% Mar’12: 0%
Feb’12: 2% Mar’12: 4%
Feb’12: 55% Mar’12: 43% Feb’12: 18% Mar’12: 24%
Feb’12: 24% Mar’12: 29%
Economic Recovery Index 4

5. The Economic Recovery Index
Using the answers to the question on ‘stages of recovery’ we have created the Economic
Recovery Index, which ranges from 0 to 100 (0 = deep recession; 100 = back to peak).
The ERI rose to 22.3 in March 2012, the highest level since August 2010:
Source: Amárach Research, March 2012
Economic Recovery Index 5

6. The Stages of Recovery: 1
Perceptions of the current stage of recovery by main bank and telecoms supplier:
MAIN BANK MOBILE/LANDLINE SUPPLIER
Vodafon
March 2012 TOTAL AIB BOI PTSB UB O2
e
Meteor eircom
The economic
situation in Ireland is 43% 40% 41% 49% 47% 41% 43% 43% 41%
getting worse
The economic
situation is bad but 29% 31% 30% 23% 20% 28% 27% 33% 26%
has stabilized
The economic
situation is bad but
24% 24% 24% 21% 26% 24% 25% 20% 27%
showing a few signs of
improvement
The economic
situation is getting
better and showing 4% 4% 3% 3% 3% 4% 4% 2% 4%
clear signs of
improvement
The economic
situation is good and 0% 0% 0% 0% 0% 0% 0% 0% 0%
almost fully recovered
from the recession
Source: Amárach Research, March 2012
Economic Recovery Index 6

7. The Stages of Recovery: 2
Perceptions of the current stage of recovery by main supermarket and electricity supplier:
MAIN SUPERMARKET ELECTRICITY SUPPLIER
Dunne Super Electric
March 2012 TOTAL Tesco
Stores Valu
Aldi
Ireland
Bord Gais Airtricity
The economic situation in
43% 38% 46% 38% 57% 42% 43% 44%
Ireland is getting worse
The economic situation is 29% 31% 29% 19% 21% 27% 28% 32%
bad but has stabilized
The economic situation is
bad but showing a few 24% 25% 21% 34% 18% 25% 25% 20%
signs of improvement
The economic situation is
getting better and 4% 4% 2% 7% 2% 4% 3% 3%
showing clear signs of
improvement
The economic situation is
good and almost fully 0% 0% 0% 0% 0% 0% 0% 0%
recovered from the
recession
Source: Amárach Research, March 2012
Economic Recovery Index 7

8. The Stages of Recovery: 3
Perceptions of the current stage of recovery by main insurer and daily newspaper:
HEALTH/LIFE INSURER DAILY NEWSPAPER
Irish
Irish Irish Irish
March 2012 TOTAL VHI Liberty Aviva
Life Times Indo
Daily
Mail
The economic situation in
43% 34% 45% 31% 44% 34% 39% 46%
Ireland is getting worse
The economic situation is 29% 32% 28% 29% 28% 34% 32% 24%
bad but has stabilized
The economic situation is
bad but showing a few 24% 29% 20% 35% 21% 25% 21% 27%
signs of improvement
The economic situation is
getting better and 4% 4% 4% 3% 4% 6% 6% 3%
showing clear signs of
improvement
The economic situation is
good and almost fully 0% 0% 0% 0% 0% 0% 0% 0%
recovered from the
recession
Source: Amárach Research, March 2012
Economic Recovery Index 8

9. Recovery Outlook 1
% of Irish adults who agree with each statement:
Source: Amárach Research, March 2012
Economic Recovery Index 9

10. Recovery Outlook 2
% of Irish adults who agree with each statement:
Source: Amárach Research, March 2012
Economic Recovery Index 10

11. Recovery Outlook 3
% of Irish adults who agree with each statement:
Source: Amárach Research, March 2012
Economic Recovery Index 11

12. Financial Sentiment Indicators
% of Irish adults who agree with each statement: March 2010, 2011, 2012 & February 2012
Impact on:
•Spending
•Saving
•Debt
•Borrowing
Economic Recovery Index Source: Amárach Research, March 2012 12

13. The Mood of the Nation 1
Did you experience any of these feelings a lot of the day yesterday?
% saying Yes: April 2009 to March 2012
Source: Amárach Research, March 2012
Economic Recovery Index 13

14. The Mood of the Nation 2
Did you experience any of these feelings a lot of the day yesterday?
% saying Yes: April 2009 to March 2012
Source: Amárach Research, March 2012
Economic Recovery Index 14

15. Changing Moods: 1
Did you experience any of these feelings a lot of the day yesterday?
% saying Yes: March 2012
MAIN BANK MOBILE/LANDLINE SUPPLIER
Vodafon
March 2012 TOTAL AIB BOI PTSB UB O2
e
Meteor eircom
Enjoyment 57% 54% 54% 60% 67% 59% 57% 54% 56%
Happiness 55% 53% 55% 55% 60% 56% 52% 60% 52%
Stress 41% 44% 39% 38% 44% 37% 42% 43% 42%
Worry 34% 35% 31% 38% 37% 30% 34% 34% 30%
Anxiety 28% 29% 26% 27% 25% 28% 27% 27% 28%
Boredom 25% 28% 24% 23% 26% 25% 23% 30% 22%
Pain 21% 20% 19% 27% 21% 22% 20% 19% 18%
Sadness 19% 19% 19% 20% 22% 17% 19% 23% 22%
Anger 16% 16% 15% 16% 16% 14% 15% 18% 16%
Fear 9% 11% 5% 11% 10% 6% 9% 11% 8%
Source: Amárach Research, March 2012
Economic Recovery Index 15

16. Changing Moods: 2
Did you experience any of these feelings a lot of the day yesterday?
% saying Yes: March 2012
MAIN SUPERMARKET ELECTRICITY SUPPLIER
Dunne Super Electric
March 2012 TOTAL Tesco
Stores Valu
Aldi
Ireland
Bord Gais Airtricity
Enjoyment 57% 57% 59% 66% 47% 57% 54% 59%
Happiness 55% 56% 56% 61% 47% 53% 54% 59%
Stress 41% 40% 44% 37% 50% 40% 42% 42%
Worry 34% 35% 31% 30% 39% 33% 34% 36%
Anxiety 28% 28% 24% 24% 34% 25% 32% 29%
Boredom 25% 23% 25% 32% 28% 25% 24% 28%
Pain 21% 19% 25% 15% 24% 22% 17% 22%
Sadness 19% 20% 17% 19% 25% 19% 19% 21%
Anger 16% 14% 14% 10% 26% 16% 17% 15%
Fear 9% 7% 6% 7% 16% 9% 13% 6%
Source: Amárach Research, March 2012
Economic Recovery Index 16

17. Changing Moods: 3
Did you experience any of these feelings a lot of the day yesterday?
% saying Yes: March 2012
HEALTH/LIFE INSURER DAILY NEWSPAPER
Irish
Irish Irish Irish
March 2012 TOTAL VHI Liberty Aviva
Life Times Indo
Daily
Mail
Enjoyment 57% 58% 62% 59% 55% 55% 52% 61%
Happiness 55% 57% 56% 67% 55% 53% 53% 51%
Stress 41% 41% 49% 35% 40% 36% 38% 48%
Worry 34% 30% 33% 38% 30% 30% 32% 43%
Anxiety 28% 29% 29% 26% 24% 29% 28% 38%
Boredom 25% 26% 24% 24% 18% 21% 26% 27%
Pain 21% 22% 20% 15% 23% 16% 25% 29%
Sadness 19% 16% 21% 20% 15% 19% 19% 24%
Anger 16% 11% 18% 14% 18% 14% 17% 22%
Fear 9% 7% 10% 9% 7% 7% 9% 17%
Economic Recovery Index Source: Amárach Research, March 2012 17

18. Brand Hope
The March results for the Economic Recovery
Index signal a strong improvement, consistent
since the start of the year.
This is a hopeful indicator of better things to
come for Irish marketers and brand owners.
The key message is that not all customers are
‘equally’ emotional – our findings in the briefing
show extraordinary and significant differences
between customers of competing brands in
relation to their perceptions of the wider
economy, and their daily emotional experience.
Those brands seeking to benefit from a
sustained improvement in consumer sentiment
would be well advised to ensure their brand
emotions are congruent with the increasingly
positive emotions evident in the wider
consumer population.
Economic Recovery Index 18

19. If you are a brand owner featured in this
report, and would like a free briefing on the
emotional wellbeing of your brand as
uncovered by our Economic Recovery Index,
then call us on
01 410 5200
and ask for:
Mark Nolan Managing Director
or Michael McLoughlin Chief Executive
or Gerard O’Neill Chairman
We’d be delighted to talk to you.

20. About Amárach Research
We are an independent market research
agency, providing a full range of research
services to our Irish and international clients.
Our team of 30 research & support staff have
worked with most of Ireland’s top 200
companies. Every year we survey over
100,000 people at home and abroad, as well
as running hundreds of focus groups.
Our experienced team of directors and
executives manage online, face-to-face and
cati surveys; as well as qualitative research
including focus groups, in-depths and
ethnographic studies. We also offer a unique
field-only service to universities and
international agencies.
Amárach Research is proud to be:

21. Trends Report
Call us on 01 410 5200 if you want your business to
bounce forward to success.
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w. www.amarach.com
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