The document summarizes the Amárach Research Economic Recovery Index from April 2009 to December 2016. Key findings include: - The Economic Recovery Index remains flat at 42.2, showing little change from last year. - Consumer sentiment indicators related to spending, financial comfort, and optimism have remained relatively unchanged in the past year. - Levels of stress and anger among Irish consumers have fallen to the lowest levels recorded, though happiness is trending downward despite the economic recovery.

1. 1Economic Recovery Index
Economic Recovery Index
An Amárach Research Briefing
December 2016

2. 2Economic Recovery Index
Year’s End
It’s good to look back at the end of the year
and appreciate how far you have come.
Our Economic Recovery Index allows us to
look back even further – and we’ve seen
massive improvements from the lowest
points six years ago.
As 2016 comes to an end, there is much to
be grateful for in that regard.
The sources of uncertainty may have
changed since 2010, but there’s still plenty
of uncertainty going into 2017, and we’ll be
here next year to help you navigate the year
ahead.

3. 3Economic Recovery Index
The Emotional Recovery
We have been reporting our monthly
Economic Recovery Index since April 2009.
We set out over six years ago to assess the
psychological impact of the recession and to
chart our ‘emotional progress’ towards
recovery alongside our ‘economic progress’.
This report summarises our Economic
Recovery Index results from April 2009
to December 2016.
The most recent fieldwork was conducted
during 6th to 15th December 2016 inclusive.
See how bad it was at one of the lowest points
just six years ago:
http://www.slideshare.net/amarach/aib-amarach-recovery-indicator-december-2010

4. Economic Recovery Index

5. 5Economic 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 Economic Recovery Index
Source: Amárach Research, December 2016
Our Economic Recovery Index remains flat, showing little change since last year

6. 6Economic Recovery Index
ERI Summary Table
Which one statement ‘best describes the economic situation in Ireland right now’?
% choosing each statement:
%
The economic
situation in
Ireland is
getting worse
The economic
situation is bad
but has
stabilized
The economic
situation is bad
but showing a
few signs of
improvement
The economic
situation is
getting better
and showing
clear signs of
improvement
The economic
situation is
good and
almost fully
recovered
Economic
Recovery
Index
Dec-09 49 31 18 2 0 18.3
Dec-10 65 20 14 1 0 12.0
Dec-11 59 24 15 2 0 15.1
Dec-12 49 28 20 3 0 19.5
Dec-13 24 36 31 8 1 31.2
Dec-14 16 31 38 13 1 37.9
Dec-15 13 30 34 19 4 43.3
Nov-16 16 30 33 18 3 42.0
Dec-16 15 29 32 21 3 42.2
December 2010 was the 2nd lowest point in the past seven years

7. Consumer Impact

8. 8Economic Recovery Index
Recession, Resilience & Recovery
We started calling our Index the ‘Recovery
Index’ back in April 2009
Over these past seven years we have tracked
the highs and lows (and very lows) in terms of
the mood of the nation and the impact on
consumer spending, borrowing and saving
intentions.
We’ve also seen remarkable resilience on the
part of the Irish people when it comes to
‘getting on’ with their lives, despite macro-
economic uncertainties.
In this section we look at some of the key
indicators when it comes to consumer
spending and saving intentions.

9. 9Economic Recovery Index
Consumer Sentiment Summary Table I
% agree strongly/slightly with selected statements:
%
Ireland will be
through the worst
of the recession
in 12 months
time
I feel I am
financially
comfortable
enough to make
it through the
recession
I am optimistic in
spite of the
current economic
situation
Right now it seems
like the recession is
affecting other
people more than it
is affecting me
Dec-09 43 45 51 56
Dec-10 23 34 41 45
Dec-11 22 33 39 43
Dec-12 26 32 39 43
Dec-13 37 40 49 43
Dec-14 40 42 52 43
Dec-15 43 43 51 45
Nov-16 36 46 55 43
Dec-16 35 46 54 46
Economic sentiment has remained relatively unchanged over the past 12 months

10. 10Economic Recovery Index
Consumer Sentiment Summary Table II
% agree strongly/slightly with selected statements:
%
I am more relaxed
about spending
money than I was a
few months ago
I am saving a lot
more than before
because of the
recession
My main financial
priority is to pay off
my debts as quickly
as possible
I would be happy
to borrow money
from a bank if I
need to
Dec-09 17 26 57 29
Dec-10 11 23 58 21
Dec-11 14 27 56 22
Dec-12 15 22 54 22
Dec-13 22 26 55 26
Dec-14 26 23 55 23
Dec-15 30 25 52 26
Nov-16 33 28 58 33
Dec-16 36 34 50 35
Good news for retailers – spending sentiment is at an all time high

11. 11Economic Recovery Index
Spending Christmas
Our spending attitudes tracker suggests a better Christmas than in recent years

12. Mood of the Nation

13. 13Economic Recovery Index
The Real Mood of the Nation
When we started measuring and reporting the
Economic Recovery Index we wanted it to be
more than just another ‘confidence index’.
We therefore set out to measure the full
spectrum of emotions experienced by Irish
consumers – positive as well as negative ones
– in order to provide a unique insight into the
real ‘mood’ of the nation.
Lately some interesting but rather strange
things have emerged: our levels of stress and
anger have fallen to their lowest levels ever,
but our level of happiness is trending
downwards as well, despite the recovery.
The following charts show the trends to
December 2016.

14. 14Economic Recovery Index
The Mood of the Nation – I
Did you experience any of these feelings a lot of the day yesterday?
% saying Yes: April 2009 to December 2016
Source: Amárach Research, December 2016
20%
25%
30%
35%
40%
45%
50%
55%
60%
65%
Apr'09
May
Jun
Jul
Aug
Sept
Oct
Nov
Dec
Jan'10
Feb
Mar
Apr
May
June
July
Aug
Sept
Oct
Nov
Dec
Jan'11
Feb
Mar
Apr
May
June
July
Aug
Sept
Oct
Nov
Dec
Jan'12
Feb
Mar
Apr
May
June
July
Aug
Sept
Oct
Nov
Dec
Jan'13
Feb
Mar
Apr
May
June
July
Aug
Sept
Oct
Nov
Dec
Jan'14
Feb
Mar
Apr
May
June
July
Aug
Sept
Oct
Nov
Dec
Jan'15
Feb
Mar
Apr
May
June
July
Aug
Sept
Oct
Nov
Dec
Jan'16
Feb
Mar
Apr
May
Jun
July
Aug
Sept
Oct
Nov
Dec
Enjoyment Happiness Stress Worry

15. 15Economic Recovery Index
The Mood of the Nation – II
Did you experience any of these feelings a lot of the day yesterday?
% saying Yes: April 2009 to December 2016
Source: Amárach Research, December 2016
0%
5%
10%
15%
20%
25%
30%
35%
40%
Apr'09
May
Jun
Jul
Aug
Sept
Oct
Nov
Dec
Jan'10
Feb
Mar
Apr
May
June
July
Aug
Sept
Oct
Nov
Dec
Jan'11
Feb
Mar
Apr
May
June
July
Aug
Sept
Oct
Nov
Dec
Jan'12
Feb
Mar
Apr
May
June
July
Aug
Sept
Oct
Nov
Dec
Jan'13
Feb
Mar
Apr
May
June
July
Aug
Sept
Oct
Nov
Dec
Jan'14
Feb
Mar
Apr
May
June
July
Aug
Sept
Oct
Nov
Dec
Jan'15
Feb
Mar
Apr
May
June
July
Aug
Sept
Oct
Nov
Dec
Jan'16
Feb
Mar
Apr
May
Jun
July
Aug
Sept
Oct
Nov
Dec
Anxiety Sadness Pain Anger

16. 16Economic Recovery Index
The Mood of the Nation – III
Did you experience any of these feelings a lot of the day yesterday?
% saying Yes: December 2016
TOTAL Male Female 15-24 25-34 35-44 45-54 55+
ABC1
F50+
C2DE
F50-
Happiness 45% 46% 45% 47% 39% 42% 42% 54% 50% 42%
Enjoyment 44% 45% 44% 40% 45% 38% 42% 53% 50% 40%
Stress 37% 35% 39% 48% 31% 40% 41% 30% 34% 39%
Worry 29% 26% 32% 31% 28% 29% 32% 27% 26% 32%
Anxiety 24% 18% 29% 37% 21% 19% 24% 21% 24% 24%
Physical Pain 21% 20% 21% 18% 17% 18% 23% 25% 16% 24%
Boredom 18% 18% 17% 33% 14% 19% 15% 12% 17% 19%
Sadness 17% 14% 20% 24% 17% 12% 21% 13% 13% 20%
Anger 14% 14% 14% 17% 17% 13% 13% 11% 12% 16%
Loneliness 12% 12% 13% 19% 10% 11% 13% 10% 10% 14%
Fear 8% 7% 9% 12% 7% 6% 9% 6% 6% 9%
None of the above 8% 10% 5% 6% 7% 12% 9% 6% 10% 6%

17. Amárach Outlook

18. 18Economic Recovery Index
See You Next Year
We’ll keep tracking its progress into 2017 –
and we’ll keep you posted about Ireland’s
consumer needs.
We hope you find this edition of the
Economic Recovery Index helpful and
please do get in contact if you want to
discuss how it can be applied to your brand
planning requirements in 2017 and beyond.
Finally, we’d like to wish you a Happy
Christmas from all of us in Amárach – see
you next year.
For more on the ERI (including over 7 years worth of data) see:
http://www.amarach.com/resources/economic-recovery-index.htm

19. 19Economic Recovery Index
PlanR Database
We survey 1,000 adults every month to create the Economic Recovery Index.
We also track dozens of data series relating to customer experience, spending
levels, and switching intentions also as part of the same survey
You can view the full list (as well as
a free dashboard) here:
Contact us for subscription details
and information about special offers
and join more than two dozen other
organisations using their own
customised planning dashboard.
http://getplanr.com/planr-data

20. Trends Report
e. info@amarach.com
t. 01 410 5200
w. www.amarach.com
b. www.amarach.com/blog
tw. twitter.com/AmarachResearch
s. slideshare.net/amarach/