amárach economic recovery index march 2012

1 Economic Recovery Index

Economic Recovery Index An Amárach Research Briefing:

Brand Mood Edition

March 2012

© Amárach Research


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.


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…


A Matter of Measurement

Feb’12: 55% Mar’12: 43%

Feb’12: 24% Mar’12: 29%

Feb’12: 18% Mar’12: 24%

Feb’12: 2% Mar’12: 4%

Feb’12: 0% Mar’12: 0%

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:


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:

The Economic Recovery Index

Source: Amárach Research, March 2012


The Stages of Recovery: 1

MAIN BANK MOBILE/LANDLINE SUPPLIER

March 2012 TOTAL AIB BOI PTSB UB O2 Vodafon

e Meteor eircom

The economic

situation in Ireland is

getting worse

43% 40% 41% 49% 47% 41% 43% 43% 41%

The economic

situation is bad but

has stabilized

29% 31% 30% 23% 20% 28% 27% 33% 26%

The economic

situation is bad but

showing a few signs of

improvement

24% 24% 24% 21% 26% 24% 25% 20% 27%

The economic

situation is getting

better and showing

clear signs of

improvement

4% 4% 3% 3% 3% 4% 4% 2% 4%

The economic

situation is good and

almost fully recovered

from the recession

0% 0% 0% 0% 0% 0% 0% 0% 0%

Perceptions of the current stage of recovery by main bank and telecoms supplier:




MAIN SUPERMARKET ELECTRICITY SUPPLIER

March 2012 TOTAL Tesco Dunne

Stores

Super

Valu Aldi

Electric

Ireland Bord Gais Airtricity

The economic situation in

Ireland is getting worse 43% 38% 46% 38% 57% 42% 43% 44%

The economic situation is

bad but has stabilized

29% 31% 29% 19% 21% 27% 28% 32%


bad but showing a few

signs of improvement

24% 25% 21% 34% 18% 25% 25% 20%


getting better and

showing clear signs of

improvement

4% 4% 2% 7% 2% 4% 3% 3%


good and almost fully

recovered from the

recession

0% 0% 0% 0% 0% 0% 0% 0%

Perceptions of the current stage of recovery by main supermarket and electricity supplier:




HEALTH/LIFE INSURER DAILY NEWSPAPER

March 2012 TOTAL VHI Liberty Aviva Irish

Life

Irish

Times

Irish

Indo

Irish

Daily

Mail

The economic situation in

Ireland is getting worse 43% 34% 45% 31% 44% 34% 39% 46%


bad but has stabilized

29% 32% 28% 29% 28% 34% 32% 24%


bad but showing a few

signs of improvement

24% 29% 20% 35% 21% 25% 21% 27%


getting better and

showing clear signs of

improvement

4% 4% 4% 3% 4% 6% 6% 3%


good and almost fully

recovered from the

recession

0% 0% 0% 0% 0% 0% 0% 0%

Perceptions of the current stage of recovery by main insurer and daily newspaper:



Recovery Outlook 1

% of Irish adults who agree with each statement:



Recovery Outlook 2




Recovery Outlook 3




% of Irish adults who agree with each statement: March 2010, 2011, 2012 & February 2012

Impact on:

•Spending

•Saving

•Debt

•Borrowing

Financial Sentiment Indicators



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



The Mood of the Nation 2


% saying Yes: April 2009 to March 2012



MAIN BANK MOBILE/LANDLINE SUPPLIER

March 2012 TOTAL AIB BOI PTSB UB O2 Vodafon

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%


Changing Moods: 1


% saying Yes: March 2012


MAIN SUPERMARKET ELECTRICITY SUPPLIER

March 2012 TOTAL Tesco Dunne

Stores

Super

Valu Aldi

Electric

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%


Changing Moods: 2




HEALTH/LIFE INSURER DAILY NEWSPAPER

March 2012 TOTAL VHI Liberty Aviva Irish

Life

Irish

Times

Irish

Indo

Irish

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%


Changing Moods: 3




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.

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.

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:

Trends Report

Call us on 01 410 5200 if you want your business to

bounce forward to success.

e. [email protected]

w. www.amarach.com

b. www.amarach.com/blog

t. twitter.com/AmarachResearch

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