Mccp Lighthouse Deck Q1 2012 Excerpt

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Mccp Lighthouse Deck Q1 2012 Excerpt

  1. 1. MCCP Lighthouse™ QuarterlyReport – Q1 2012 What is MCCP Lighthouse™ Quarterly Report – Q1 2012? A round up of the Irish consumer’s mood, mind-set & adaptive behaviours over the last 3 months & 5 emerging behavioural trends Agenda 1. State of the Nation Q1 2012 2. Who’s being affected (key cohorts)? 3. Five key consumer discoveries
  2. 2. Why you need to know more?1. Understand how your target market is feeling & coping right now tomeet their functional & emotional needs better than the competition.2. Learn to leverage opportunities that drive value beyond price.3. Tap into emerging behaviours & future proofed trends to change thegame in your category, for your brand.
  3. 3. How you can learn more?A special lunchtime debrief is available if you want to listen to these trendsand learn how they can shape your brands strategy and activitiesSimply call Susan on 01 6350030 or mail susan@mccp.ie for details
  4. 4. 1. State of the Nation Q1 2012 Where our country, our heads & our behaviours are at in Q1 2012?
  5. 5. Still hyper sensitive to good& bad news Fairly stable sentiment over 6 months. Stability interrupted by 6 months of peaks & troughs suggesting we are hyper sensitive to good & bad news Dec Jan’12 Feb’12 June July Budget New Year New job Aug Trouble IMF res- 2012 Optimism announc- UK riots, in Greece tructure fear & takes ements impacts Stock agreed cost of hold raises on us & markets crashing. living positivity IMF Sep Oct Nov March April May Back Qualify New Xmas & Rising - Obama to for Euro governm budget cost of & Queen school 12’. ent 2012 living; ECB visit rush Rugby in elected worry rates, IMF NZ. Source: MCCPTrendstream™2012/ESRI 2012
  6. 6. More optimistic but cautiousof surprises “The broadly stable sentiment reading in February is encouraging. Consumers rightly recognise a wide range of problems in their current circumstances and those of the broader Irish economy. So, their mood remains cautious. However, there is also a sense that things are not quite as bad as had been feared in December or as conditions now appear in Greece. Irish consumers may also be sensing some more encouraging signs on the jobs front. So, the key question is whether ‘surprises’ in upcoming economic news encourage the view that a very slow turnaround is progressing or re-awaken intense fears about the future.” Austin Hughes, KBC Bank Ireland Source: MCCPTrendstream™2012/ESRI 2012
  7. 7. Uncertainty means savings are yo yoingWe’re back at the Similar to early 2011, Jan’12 Savings dipping is asame level we were 12 was a peak while it dropped the common behaviourmonths ago following month… Source: MCCP Trendstream™/ ESRI 2012
  8. 8. 2. Who’s affected & how?
  9. 9. Not all demographics have been equally affectedLargeInfluence (interms of size) 18-34 45-64 1,166,220Cautious 1,042,879butOptimistic Mid-LifeNon- AdverselyDependent AffectedFamilies 35-44 Families 65+ 695,073 535,393 Relatively Lower Relatively Higher Recessionary Impact Recessionary Impact Source: MCCPTrendstream™/ CSO 2011
  10. 10. Cohort Deep Dive In this section we deep dive into the following cohorts: • 18-34 year olds • 35-44 year olds • 45-64 year olds • 65+ year olds How they’re feeling & how they’re impacted?
  11. 11. 3. Five Key Consumer Discoveriesfrom MCCP Lighthouse™ Q1 2012 1 4 Home Utopia Restructuring Our Lives 2 5 Women as The Health ‘Generals’ Conundrum 3 Mainstream Amateur Culture Source: MCCPTrendstream™/ MCCP Discovery Process
  12. 12. How you can learn more?A special lunchtime debrief is available if you want to listen to these trendsand learn how they can shape your brands strategy and activitiesSimply call Susan on 01 6350030 or mail susan@mccp.ie for details

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