MCCP Q2 Trendstream Lighthouse Report – The Irish Consumer

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MCCP Q2 Trendstream Lighthouse Report – The Irish Consumer

  1. 1. MCCP Lighthouse™ QuarterlyReport – Q2 2012 A round up of the Irish consumer’s mood, mind-set & adaptive behaviours over the last 3 months Agenda 1. State of the Nation Q2 2012 2. Who’s being affected (key cohorts)? 3. Five key consumer discoveries & justaskMCCP™ survey results
  2. 2. Why you need to know more?1. Understand how your target market is feeling & coping to meet their functional & emotional needs better than the competition right now2. Learn to leverage opportunities that drive value beyond price3. Tap into emerging behaviours & future proofed trends to change the game for your brand
  3. 3. How can you learn more?• Understand how these trends can shape your brands strategy and activities over a lunch and learn session either at our agency office or yours.• The full MCCP Trendstream Lighthouse Q2 report – the Irish Consumer is now available to purchase• Simply call Susan or Ann Claire on 01 6350030 or mail susan@mccp.ie or annclaire@mccp.ie for details.
  4. 4. 1. State of the Nation Q2 2012Where our country, our heads andour behaviours are at in Q2 2012?1) Macro Economic Indicators2) Consumer Sentiment Indicators
  5. 5. Seeds of hope & acceptance in Q2 2012Optimism 7 stages of recession grief... ACCEPTANCE & ADAPTING HOPE SHOCK & As we enter our 5th year of recession DENIAL life becomes a little calmer & more organised, "depression" begins to lift slightly & we begin to look for functional, realistic solutions RECON- STRUCTION PAIN & GUILT UPWARD ANGER & ADJUSTING BARGAINING DEPRESSION & REFLECTIONPessimism Late 2007 2008 2009 2010 2011 2012 Source: MCCPTrendstream™/ Discovery Process & Nielsen 2012
  6. 6. Consumer sentiment stabilisingcompared to the roller coaster of 201165 63.7 Nov Jan’12 June July Xmas & New Year63 Trouble IMF res- budget Optimism 62.5 in Greece tructure 62.3 2012 takes impacts agreed61 on us & worry hold 61 60.6 IMF 60.159 Apr’12 June’12 Good Continued57 56.3 55.9 55.8 56.6 57 weather jobs news 55.3 gives belief around the to good country;55 summer Euro 2012 & Irish fans53 Sep Oct Dec Feb’12 Mar’12 May’1251 Aug Back Qualify Budget Positive St. Eurozone UK riots, to for Euro 2012 job Paddy’s issues Stock school 12’. 49.2 fear & news Day lifts knock49 markets cost of sentiment crashing. rush Rugby in raises nation NZ. living outlook slightly4745 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Source: MCCPTrendstream™2012/ESRI 2012
  7. 7. What we say about key cohorts “Middle aged and high spending cohorts are still the most cautious but they’ve become more optimistic this quarter. What is even more surprising is how the youngest and oldest cohorts have the most in common in terms of their positive attitude to spending, these are segments of the market that should not be ignored by marketers.”
  8. 8. Key cohorts changed their opinions & attitude tothe economy & their personal finances in Q2
  9. 9. The oldest and youngest cohortsare the most optimistic Thinking of your own personal situation in 2012 would you say that the glass is... Source: MCCP Trendstream™/*justaskMCCP™
  10. 10. Five Key Consumer Discoveriesfrom MCCP Lighthouse™ Q2 1 4 The Segmented I Benign Millennials 2 5 Modern Moralists Appreciation Nation 3 Invisible Men Source: MCCPTrendstream™/ MCCP Discovery Process
  11. 11. The Segmented I69% of Irish consumers frequently“Scrutinise deals to see if they are worth it”*About juskaskMCCP™ –A survey of 1072 people acrossIreland spread across variousregions, social groups, & age cohorts Source: *justaskMCCP™
  12. 12. The Segmented I Modern Moralists Appreciation NationInvisible Men Benign Millennials
  13. 13. What we say about the Segmented I “The ‘Segmented I’ shows how consumers are unwilling to compromise by trading up and down as 7/10 scrutinize deals to see if they are worth it - the ultimate maximisers. Does your brand understand where to set a deal price point and how to position the benefits so that you have the right value equation today for the ‘Segmented I’ mind-set. ”
  14. 14. What we say about Invisible Men ‘Invisible men’ (real men in a new economy and in new roles) are untapped in terms of their potential as a consumer base. Does your brand have the opportunity to develop a bespoke male proposition that fits real male needs?
  15. 15. What we say about Benign Millennials “Is your brand targeting youth and if so do you understand the ‘Benign Millennial’ mind-set? These may be digital natives but they are also a generation that values tangible brand experiences that are offline resisting branded content, and it would be a mistake to assume that they are always networked, always on.”
  16. 16. What we say about Modern Moralists “The new agenda is being set by Irish consumers which we have labelled as the ‘Modern Moralists’. They represent a mentality where decisions are based on personal values and these consumers are willing to take a stance, even take your brand off the shelves if it fails to live up to expectations.”
  17. 17. What we say aboutAppreciation Nation ‘Appreciation Nation’ explores the quest to define Irishness for people at home and abroad who are appreciating Irish achievements in a world that is out of focus. Does your brand reflect the wider values of Irishness that are now important, going further than simply being ‘Made in Ireland’?
  18. 18. How can you learn more?• Understand how these trends can shape your brands strategy and activities over a lunch and learn session either at our agency office or yours.• The full MCCP Trendstream Lighthouse Q2 report – the Irish Consumer is now available to purchase• Simply call Susan or Ann Claire on 01 6350030 or mail susan@mccp.ie or annclaire@mccp.ie for details.

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